Has this crisis impacted the consumer purchasing process?
Yes, the confinement and the strict measures taken in most of the affected countries have affected the behaviour of consumers, modifying their purchasing process and therefore having consequences that Retail must take into account, not only in the coming months, but also in the medium and long term since consumers are adopting new habits that may keep past the peak of this crisis.
Tiendeo has analysed the changes adopted by the consumer in the supermarket sector of some of the countries affected by the crisis and here are the conclusions:
Traffic to physical stores falls by 75% compared to the month prior to confinement, although the impact in supermarkets is lower
Fewer visits to supermarkets but more spread out
During the month of March, the most rigorous measures were decreed in most countries, which limited the exits from homes to strictly basic needs such as going to the supermarket, the pharmacy or the bank with the aim of reducing contagion among citizens. Thus, visits to supermarkets fell by 58% on average, a drop 17pp below the drop to points of sale in other sectors, whose influx to physical stores fell by 75% on average.
With responsibility and fear of contagion, the consumers also change their weekly habits. If before there was a peak day of influx in supermarkets, depending on the country it could be Monday or Saturday for example, now the visits seem to be spread over the week without concentrating large influxes on a specific day. However, the consumer prefers mornings when before traffic was divided between mornings and afternoons, probably as a result of visits to the supermarkets after work to buy smaller baskets.
The frequency of purchase and the radius of influx of supermarkets are reduced
The frequency of visits to the point of sale is reduced by 25% on average in the countries analysed, going from an average of 4 to 3 monthly visits and an average duration of 33 minutes.
In addition, the consumer begins to make purchases in nearby establishments since the flow radius of supermarkets also suffers a drop of 33% and is located at an average of 3 kilometres around the point of sale.
Therefore, the crisis is causing a transfer of customers from one store to another and puts customer loyalty at risk when the crisis ends.
It is important that Retailers do not stop communicating and stay besides their customers ensuring their loyalty
Want to know more?
To learn in more detail about the changes in consumer behaviour, download the country reports here:
Tiendeo has carried out this study through Geotracking, an own tool that allows detecting visits to point of sale and measuring the return on investment of the distribution of digital brochures. It is a tool whose data preserves the confidentiality of users, who have previously consent.
Tiendeo will continue to analyse changes in the consumer during and after this crisis through sector reports that allow Retail understand the new consumer on a frequent basis.