An empty cash register with many payments to be made. This has been a difficult reality faced by entrepreneurs, who are thinking of different strategies to try to overcome this moment of store closures in Espírito Santo, which are not essential or that generate crowds, to avoid the spread of the new coronavirus (Covid-19).
Consumer designer Bruna Guio – a specialist in brand development and study – believes that this moment is one for analyzing new sales possibilities, such as the online market, for example. “From small to large entrepreneurs, the solution is to invest in e-commerce and increasingly personalized service, understanding the consumer's desire and seeking ways to provide a very pleasant shopping experience to retain this customer,” she advises.
According to the Brazilian Electronic Commerce Association, between February 24 and March 18, online sales grew by 30%, with 13 million orders during this period. In some segments, the increase was greater, such as beauty and perfumery, with a 57% growth in sales, mainly driven by the purchase of soaps. Health products also rose, reaching a 65% increase in this purchasing format.
“People need to feel safe at this moment for these purchases to be made. After all, for many, this is a new environment, and we also know the existing risks. Therefore, it is necessary to use clear, objective, and also engaging communication, seeking to understand the characteristics of the consumer and offering exactly what can be most attractive to most of them,” she indicates.
Many companies that had to close migrated to e-commerce as an alternative revenue source. The Brazilian Electronic Commerce Association saw a surge in requests from entrepreneurs to create online businesses, from 15 to 150 per day. However, no segment sold more in this medium than food. Online sales in this sector jumped more than 100% in two weeks.
“In addition to the great need for consumption of these products, this type of commerce was already partially inserted in the online environment. Now, what happened was a forced adaptation for those who were still struggling against the strength of digital, which may have come to stay, in this and all other segments. We are being forced to evolve in e-commerce shopping, and if the merchants in this area know how to take advantage of and renew themselves with this market trend, they will be able to gain space, even to continue maintaining after the crisis. After all, there is also an expectation regarding a change in consumer behavior, even after this crisis,” she analyzes.
Service adaptation to ensure quality
Since the state government's determinations modifying the operation of establishments, Figata 'Pizza & Birra' has made some adaptations in its services, seeking greater quality in service and, as a consequence, trying to avoid a drop in revenue. Therefore, entrepreneur Tiago Bertolo reinforced the delivery team.
“We already had a structure in this area, but due to the moment, we are reinforcing internal processes and expanding the available products, now focusing on the delivery and consumption experience of the products at home by the customer. So far, we have had a positive return in the flow of customers who were already with us and also from new customers. However, the revenue reality is much lower than that with a normal flow of open houses,” points out Tiago, who has his newly opened store at Shopping Vitória closed and, with that, centralized the services at the Praia do Canto unit in Vitória.
Consumer designer Bruna Guio – a specialist in brand development and study – believes that this moment is one for analyzing new sales possibilities, such as the online market, for example. “From small to large entrepreneurs, the solution is to invest in e-commerce and increasingly personalized service, understanding the consumer's desire and seeking ways to provide a very pleasant shopping experience to retain this customer,” she advises.
According to the Brazilian Electronic Commerce Association, between February 24 and March 18, online sales grew by 30%, with 13 million orders during this period. In some segments, the increase was greater, such as beauty and perfumery, with a 57% growth in sales, mainly driven by the purchase of soaps. Health products also rose, reaching a 65% increase in this purchasing format.
“People need to feel safe at this moment for these purchases to be made. After all, for many, this is a new environment, and we also know the existing risks. Therefore, it is necessary to use clear, objective, and also engaging communication, seeking to understand the characteristics of the consumer and offering exactly what can be most attractive to most of them,” she indicates.
Many companies that had to close migrated to e-commerce as an alternative revenue source. The Brazilian Electronic Commerce Association saw a surge in requests from entrepreneurs to create online businesses, from 15 to 150 per day. However, no segment sold more in this medium than food. Online sales in this sector jumped more than 100% in two weeks.
“In addition to the great need for consumption of these products, this type of commerce was already partially inserted in the online environment. Now, what happened was a forced adaptation for those who were still struggling against the strength of digital, which may have come to stay, in this and all other segments. We are being forced to evolve in e-commerce shopping, and if the merchants in this area know how to take advantage of and renew themselves with this market trend, they will be able to gain space, even to continue maintaining after the crisis. After all, there is also an expectation regarding a change in consumer behavior, even after this crisis,” she analyzes.
Service adaptation to ensure quality
Since the state government's determinations modifying the operation of establishments, Figata 'Pizza & Birra' has made some adaptations in its services, seeking greater quality in service and, as a consequence, trying to avoid a drop in revenue. Therefore, entrepreneur Tiago Bertolo reinforced the delivery team.
“We already had a structure in this area, but due to the moment, we are reinforcing internal processes and expanding the available products, now focusing on the delivery and consumption experience of the products at home by the customer. So far, we have had a positive return in the flow of customers who were already with us and also from new customers. However, the revenue reality is much lower than that with a normal flow of open houses,” points out Tiago, who has his newly opened store at Shopping Vitória closed and, with that, centralized the services at the Praia do Canto unit in Vitória.
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