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This buying season will likely be totally different for that reason

The fact is that we are currently in a transition phase.

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October
20, 2020

5 min read

This article has been translated from our Spanish edition using AI technologies. Errors can occur due to this process.

The opinions expressed by the entrepreneur's contributors are their own.

By: Juan Carlos Gómez, Industry Director for Retail and Multichannel Commerce at Google Mexico.

One of the changes is the buying behavior of omnichannel consumers, which continues to change but does not return to what it was before. Ecommerce growth will accelerate and consumers will research and compare to find the best options.

Lately we've heard new terms trying to understand the unprecedented situation we are in. Concepts like "new normal" and expressions like "when we return to normal" emerge in all areas of life as an incentive to adapt to today's challenges or in the hope that sooner or later the routines will be as we knew them.

The fact is that we are currently in a transition phase. The health contingency of COVID-19 has caused changes in all daily aspects of our lives and right now the new rules, behaviors and trends are being redefined. Although it is too early to know what will happen after the contingency, we are already seeing changes that will stay here.

One of these is the buying behavior of omnichannel consumers, which continues to change but is no longer returning to what it was before. Overnight, the consumer chooses new ways of purchasing that may previously have been occasional. After giving the digital arena a chance, your perspective has changed. The digitization of consumers is exponential and this beginning shopping season will give us a clear idea of ​​what it will look like from now on.

Image: Bench Accounting via Unsplash

This year retailers should first prepare for a longer shopping period. All you have to do is turn around to see the happy ending that went from a long weekend event to two weeks. This will help consumers have more time to make purchasing decisions, and it will also give them more time to do more research so we will see better prepared shoppers who have compared prices and are ready to try new stores to find out get the right price. More value for your money. A study by Ipsos, commissioned by Google, last month found that 3 in 10 Mexicans buy brands they hadn't tried before.

There was a lot of talk last year about the importance of omnichannel. Retailers have had to develop strategies where the physical and digital worlds meet smoothly so that shoppers can freely navigate between the two. Now it is no longer a desirable strategy, but an indispensable one. More consumers than ever are searching, researching, and buying online for the first time, changing the way physical stores work. According to Ipsos, one in three people in Mexico will continue to shop online and will continue to avoid stores. Those who go to the store buy 1 for 2 only from the establishments they know have safety and social distancing guidelines.

What will we see this shopping season?

We'll see the first step of what the rest of the purchases will be like in the future. Ecommerce growth will accelerate and consumers will research and compare to find the best options. The consumer is also more demanding, so he expects adequate attention and constant information on how his purchase and himself are looked after. It's a moment when retailers are changing and working to provide a better omnichannel experience. Not only is this an opportunity to update, it's a door that allows more players to reach new audiences looking for something new. The season begins and with it new opportunities for capitalization; The lessons learned from that moment will be key to the future of retail in the country.

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