Mobility data analytics are transforming the way commercial strategies are defined in the retail business, and supermarket chains are no exception.
Understanding what consumers think, what they want and what they do is critical for companies in the retail sector. This is where Big Data tools play an important role, as it is possible to measure the affluence at a location and customer behavior, among other aspects.
Analyzing the offerings of a supermarket, department store or convenience store and examining what type of consumers frequent those establishments is key to establishing which chains a company's products should be present in to increase their profitability.
By analyzing large volumes of data, it is possible to combine information on the products that commercial establishments sell with details of the types of consumers that are attracted to the different chains.
Following the implementation of the economic reopening process, in early November in some countries of the region the number of people visiting establishments identified as supermarkets was similar to the figures reported before the pandemic.
In mid-April 2020, the concentration of people in residential areas of cities reached its highest level, a situation explained by the mobility restrictions imposed by the covid-19 outbreak.
As part of the gradual reopening of commercial activities, an increase in the number of people who have moved to locations identified as supermarkets or pharmacies was reported in Central American countries during August.
Due to the quarantines decreed by the covid-19 outbreak, in mid-April the concentration of people in residential areas of cities reached its highest level, but in recent months this trend has been reversed and consumers have visited more stores. During August, the process of returning to supermarkets accelerated in most markets.
Until the beginning of June, Central American countries reported a rise in the number of people who moved to locations identified as supermarkets or pharmacies, however, in recent weeks the trend was reversed.
According to data from Google incorporated into the "System for monitoring markets and the economic situation in Central American countries", developed by the Trade Intelligence Unit of CentralAmericaData, in Panama, where due to the spread of covid-19 the measures of isolation and restriction of mobility have begun to harden in some areas, it has become evident that as of June 24th the visits to establishments identified as supermarkets or pharmacies have fallen.
In recent weeks, Central American countries have reported an increase in the number of people who have moved to locations identified as supermarkets or pharmacies.
Due to the quarantines decreed by the governments of the region because of the covid-19 outbreak, in mid-April the concentration of people in residential areas of the cities registered its maximum level, but in the last weeks this trend has started to reverse, as consumers have visited more shops.
Reaching consumers in a confined scenario has been a complex task for companies distributing mass consumption products, since the operation of some of the commercial channels has been limited in the region's markets.
In Panama, companies engaged in the wholesale distribution of food products such as oats, beverages, snacks and others have faced challenges during the weeks of home quarantine, which was decreed by the authorities following the outbreak of covid-19.
In Costa Rica about 30% of supermarkets are in San Jose, Guatemala, the metropolitan area concentrates 45% of establishments, while in Panama, 32% are in West Panama.
An analysis of the Trade Intelligence area of CentralAmericaData provides interesting results on where they are located, who they are, if they operate independently or if they belong to a chain or business group.
On October 1st and 2nd Central American entrepreneurs in the manufacturing sector in Guatemala will be meeting with international buyers from supermarkets, convenience centers, importers and distributors.
Taken from the official website of the event, Manufexport.com.gt:
The Guatemalan Exporters Association AGEXPORT presents MANUFEXPORT Special Edition 2014 Retail Supply Expo, an event designed to promote greater competitiveness of the manufacturing sector in Central America and expand business opportunities internationally.
Considering the advantages offered by the Trade Promotion Agreement, U.S. retail chains are evaluating the possibility of setting up operations in the canal country.
Among the factors attracting the attention of these companies are the presence a large number of American and Canadian retirees in the country, economic growth and the benefits of the Trade Promotion Agreement (TPA) in force with the United States (U.S. ).
After an investment of $70 million, Walmart has opened a 52,000 square meter distribution center in Costa Rica.
"The building has an area of 52,000 m² and its surface area is equivalent to 67 football fields according to the company, and is located in the industrial complex in Coyol in Alajuela", reported Nacion.com.
According to Julio Quevedo, vice president of logistics at Walmart, Mexico and Central America, the CEDI was planned taking into account the expected growth in the chain in Costa Rica over the next five years, though he could not reveal the figures as the the company is quoted on the Stock Exchange.
The Mexican and Central America division of the retail giant plans to invest almost $1.5 billion in the six countries of their jurisdiction, adding over 400 stores to the chain.
Mexican and Central America Walmart has with ambitious plans for 2012. With an investment of $1.4 billion, it aims to open 410 to 436 new stores in its geographical area of coverage (6 countries), generating 25,000 direct jobs and 52,000 indirect ones via building construction. The giant aims to increase its sales by 12% in Mexico and 9% in the 5 Central American countries.
The multinational retail company announced they will invest 45% more in 2011 in Central America and Mexico compared to 2010.
The planned investment for 2011 is $ 1.560 million, 45% higher than the $ 1.077 million in 2010, said the president of Wal-Mart Mexico and Central America.
The multinational plans to open 445 new stores, of which 365 will be in Mexico and the rest in Central America.
The new concept of the supermarket chain involves service transformation and product offer.
In an effort to stay ahead of the needs and tastes of customers, Walmart of Mexico and Central America developed a new retail concept called "Mas x Menos, the cool way to buy."
This new concept will cover all outlets in Walmart supermarkets of Central America.
In 2010 the supermarket chain plans to open 30 business units in Central America.
Eduardo Solórzano, Wal-Mart’s new president and CEO for Latin America, explained that the investment plan comprises 26 discount stores, two warehouses and two supermarkets.
From Laprensa.com.ni: “Solórzano remarked that in addition to opening new stores, Wal-Mart will continue buying textile products from Nicaragua and Guatemala, and agricultural ones from Costa Rica, for example, to sell them in its stores in the United States and other countries”.