Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories IMF Business School · Masters in Marketing and Digital Communication, Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange This week thousands of businesses will kick off the sales period , a discount season that this year will be more atypical than ever. The drops experienced by the retail sector during the state of alarm, together with the distancing measures from the “new normal” will not only mark the modus operandi of consumers, but also that of stores.
it is estimated that during the quarantine the retail sector has experienced drops of up to 70% in some cases. To this must be added that the months of April and May – with the celebration of Mother’s and Father’s Day, Holy Week and the May Bridge, among others – the Zimbabwe Email Lists best time for this market. AGGRESSIVE DISCOUNTS TO SAVE THE SEASON The forecasts, according to Acierto.com, point towards the launch of aggressive discounts – around 70% -, with which the brands will try to dispose of the stock accumulated during the winter, but also encourage consumers to buy and “save the season”. Some consistories, in order to support local commerce, have also launched their own initiatives. However, the moment, marked by economic uncertainty – the coronavirus has led many families to the ERTE or directly to lose their job, and the Bank of Spain foresees an increase in the unemployment rate from 14% to 20% – does not makes it easy. ONLINE SALES ARE IMPOSED ON PHYSICAL SALES Fortunately, there are signs of recovery.
According to sources in the sector who decided to advance the discounts, although the sales in physical stores have fallen compared to the previous year, the same has not happened with online sales. Specifically, the figures handled by the comparator reveal a drop of between 20% and 40% in physical stores ; while virtual sales have risen up to 40% compared to the 2019 season in some chains. The numbers are not surprising if we take into account that Spain ranks fourth in the European Union in transactions of this type. The most common buyer profile is embodied by men under 25 years of age . On the other hand, it must be borne in mind that online acquisition is less impulsive, that is, much more thoughtful. To such an extent that 93% of consumers compare before buying online. Awareness about the possibilities of contagion – although most businesses have disinfection systems for garments – has had a lot to do with it. Another change that is observed is related to the type of clothing that is bought. The current consumer does not go to events, fairs and, in many cases, not to their physical workplace. This makes the kind of garment different.
MORE SIGNS OF RECOVERY Beyond the aforementioned, the opening of borders will allow to increase billing and it is expected that in coastal areas this increase will be higher, as can be deduced from the latest data that the comparator has had access to. Not to mention that up to 2 out of 4 Spaniards wait for the sales period to buy clothes. This year they will be able to enjoy a greater variety and greater discounts. To conclude, another piece of information must be taken into account: 62.5% of consumers buy for the mere fact of finding a discounted product, but not because you need it. In any case, other factors also come into play here, such as the influence of advertising. So much so, that 3 out of 5 Spaniards consider that advertisements are capable of conditioning them. And up to 70% of those surveyed admitted having “fallen into temptation” after seeing a commercial.