While some companies in the sector focus their efforts on one or the other channel, others, such as some department store chains, seek a balance between the two marketing modalities.
Companies dedicated to retailsales are facing a context in which consumers are less and less willing to spend their time mobilizing to make a purchase, but managers of chain stores have chosen to integrate physical sales with electronic sales.
In 2019, 25 M&A files were submitted to the Costa Rican authorities, down from 40 in 2018, which can be attributed to the decline in economic activity.
Although in the second half of 2019 the Costa Rican economy began to report signs of recovery, last year was marked by a slowdown in the Monthly Index of Economic Activity (IMAE) and consumer uncertainty.
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With the increasing use of "chatbots" used by companies to automate customer communications, in the future, companies' sales strategies will have to be aligned with people, processes and technologies.
Global companies are in a process of migration to new formats of customer service, in which robotics and machine learning systems are fundamental for the development of new communication dynamics.
For companies, it is increasingly essential to support their strategies with artificial intelligence (AI) and "machine learning" tools, since these systems have the ability to suggest the best combinations of offers to ensure sales success.
For sales software used by companies, artificial intelligence (AI) and machine learning have become essential, because only in this way is it possible to successfully analyze the large volumes of information generated from information systems that record customer data.
In the retail business, the closeness and proximity of sales channels is becoming increasingly important for consumers, and may even be more decisive than product prices.
Consumer behavior has been changing in recent years, with increasing access to the Internet and the growth of tools and applications that allow not only searching for information, but also making online purchases. Over time, buyers have confirmed their preference for looking for sales points that offer promotions and good prices, but also close to their homes or workplaces.
Almost a year after Walmart's application to acquire Grupo Gessa's supermarket chain in Costa Rica was denied, a new agreement is now announced between Grupo Gessa and Grupo Empresarial de Retail S.A.
After recording in 2019 a decline in sales and loss of formal jobs, companies in the commercial sector of Costa Rica predict that during next year their revenues will begin to recover.
The current year has been a year of economic and commercial contraction, mainly because of the loss of consumer confidence and the consequent reduction in sales, which in turn reduced the capacity for investment and employment generation by companies, explains a statement from the Costa Rican Chamber of Commerce (CCCR).
The group formed by Garnier & Garnier Desarrollos and Enjoy Group acquired 100% of the shares of Hotel Punta Islita, which is located in Guanacaste and was previously owned by Grupo Islita.
The companies participating in the transaction informed through a statement dated November 1, that after the sale of the hotel, the enclosure will undergo a process of improvement and expansion.
To have clear the purpose of the organization and to improve the "human" experience of the relationship client - brand, are the two trends that the experts visualize in the strategies of the companies in the next years.
According to the "2020 Global Marketing Trends Report", prepared by Deloitte, there are five other trends that derive from human purpose and experience: fusion, trust, participation, talent and agility.
In Costa Rica, some toy businesses have decided not to raise prices during 2019, ally with banks and make special offers in order to increase sales in a context of economic slowdown.
In a context where consumers demand that products be manufactured in an environmentally and socially responsible manner, purpose-built brands will be the most likely to increase sales.
The tendency to consume products that belong to a brand with purpose is becoming increasingly important in markets, as consumers look to companies to manufacture goods in a responsible and sustainable way.
Changes in consumer preferences, which increasingly value ease, convenience and time savings in their purchases, are forcing companies to strengthen their online marketing channels to stay in competition.
Several companies that have not developed their digital marketing channels in time have gone bankrupt because of the growing competition represented by online sales.
Understanding the economic environment the company is facing, generating projections in real time and having the opinion of external consultants to the organization, are some of the strategies that could help companies in times of low sales.
In Central America, during the first half of the year, some economies reported declines in their productive activity. The most difficult case is Nicaragua, where economic activity has collapsed 7% in the last year. However, other countries face adverse situations, such as Costa Rica, whose level of economic activity has shown a downward trend over the last year and a half.
Avoiding hurried discounts, managing price increases according to costs and improving cash flow are some of the strategies that companies can resort to protect their profitability in contexts of inflation and recession.
Ariel Baños, a price management specialist and founder of Fijciondeprecios.com, explains four strategies for maintaining profitability when companies face scenarios of rising prices and low dynamism in economic activity.
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