Analyzing the number of consumers who visit the establishments of any retail company, establishing the days and hours of greatest affluence and comparing it with competing sales points, is possible with Big Data techniques that allow the collection and analysis of large volumes of mobility data.
The millions of anonymized data generated every second by cell phones in all markets around the world make it possible to make increasingly accurate estimates of the levels of customer traffic received by commercial establishments.
In the last week of May 2021, El Salvador, Nicaragua, Honduras, Dominican Republic and Guatemala were the economies in which the number of people visiting establishments identified as supermarkets was considerably higher than the figures reported before the pandemic.
In the first five months of the year, and in the context of the reactivation of commercial activities, more Central American consumers have visited locations identified as supermarkets and pharmacies.
Using big data management techniques, it is possible to know, with greater precision than with traditional methods, the socio-demographic characteristics, tastes, preferences and interests of consumers living in a specific area of a city or of groups of people who visit particular stores.
Nowadays, with the large volumes of data that exist, it is possible to examine absolute and relative numbers of potential customers of a shopping center or business that are in any other location.
During the first quarter of 2021 in the countries of the region, consumers increased their interest in beer, motorcycles, vegetarian food, spa services, air travel, extreme sports and apartment rentals.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, sectors and markets operating in the region.
After consumers in the region increased their interest in pest control in the context of the covid-19 outbreak, in the second half of 2020 and in January 2021 the number of interactions associated with pest control services dropped considerably.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, services, sectors and markets operating in the region.
During January of this year in the countries of the region, consumers increased their interest in vehicle and home insurance, advertising services, motorcycles, vegetarian food and apartment rentals.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, sectors and markets operating in the region.
In this context of changing behaviors and new commercial realities, consumers are expected to increase their preference for open spaces, green areas, contactless payment systems, and stores where there are no queues.
The covid-19 outbreak caused far-reaching changes in the way people behave. These changes brought about a new business normal, a reality to which companies have had to adapt rapidly.
In the context of changing purchasing patterns, local consumer spending on clothing and shoes decreased by 44% and the budget allocated to telephone and Internet services increased by 52% compared to pre-pandemic levels.
The "2020 Current Events Survey", developed by the University of Costa Rica, collected information on the change in consumption patterns that arose from the coronavirus outbreak.
World Gym, which in El Salvador is located in Antiguo Cuscatlan, has a potential market of 266,000 consumers 15 minutes away by car, of which 13% are interested in yoga and 12% in weight training.
Using the Geomarketing solutions that we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main locations of the fitness centers, which operate in the countries of Central America. Below is an extract of the study's findings.
Revlon, Nivea and Speed Stick are some of the brands with the greatest presence in the searches and conversations of high-powered consumers on the Internet and social networks.
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, gives interesting results about the preferences and tastes of people for deodorants and other personal care items.
Greater preference for private brands, less use of cash and fewer purchases but in higher volumes, are some of the characteristics of current consumer behavior when it comes to demanding mass consumption products.
In this new business scenario, market research companies continue to focus on understanding the new consumption habits of people in all countries in the region.
According to estimates, Panamanian consumers are now more likely to buy from establishments close to where they live than they were a year ago.
According to a survey conducted by the credit card company Mastercard, in the current business scenario that emerged in an accelerated manner due to the covid-19 outbreak, 85% of buyers in Panama are focused on spending money in their local communities.
Almost three months before the gradual reopening of the Guatemalan economy, it is estimated that eight out of every ten consumers already visit supermarkets, while one out of every four people living in the capital have left for other departments in the country.
With the publication of Ministerial Agreement 187-2020, the Health Alert System for the covid-19 epidemic was made official and the authorities gradually eliminated restrictions on mobility and productive activities.
One of the sales points of the AM PM convenience store chain in Costa Rica, is located in the surroundings of Parque La Sabana, it has a potential market of 254 thousand consumers 15 minutes away by car, and 24% of them are interested in fast food.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main locations of convenience stores operating in Central American countries. Below is an extract of the findings of the study.
Sophos, a bookstore located in Zona 10 of Guatemala City, is a point that 15 minutes by car monopolizes a potential market of 239 thousand consumers, of which 40% are interested in books.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main bookstore locations operating in Central American countries. Below is an extract of the findings of the study.