07/25/2020 - 7:01
- Clarín.com
- Society
"Sweet home, sweet home" assures the phrase. Of course, after spending days without leaving those few square meters for quarantine, its bitter corners also came to light. Thus there was an increase in sales of objects to beautify it: decoration, bazaar, plants and furniture , among others. And these products will surely also be sought in the Hot Sale that starts on Monday.
"We noticed that sales of many items skyrocketed to improve the aesthetics of the home and also to make it more functional for multiple activities , such as studying, working or doing physical activity," says Mariela Mociulsky, CEO of Trendsity, a consulting firm specializing in trend analysis and market research. And although it is expected that in the Hot Sale organized by the Electronic Chamber of Commerce (CACE) this year there will be a high percentage of sales in clothing (because the physical premises are closed today), the items related to the home remain valid : from In fact, the electrical appliance chains and chains are the majority (102) among the 186 participating companies (among which will beClarín with subscription offers).
Tiendanube provides data that confirms the interest in products and services for the home. On this e-commerce platform, highly chosen by medium-sized brands and entrepreneurs, store transactions grew 420% compared to March 2020 with what has been going on in July of the same year. The segments that sold the most were home, with 507%; toys, 473% and office supplies, 470%.
These figures show that, at the beginning of the quarantine, the Argentines were more cautious when it came to buying online and that later - perhaps resigned when they saw that the locals were still unable to open - they filled the virtual changuito without many detours. Take as an example the case of Victoria Kranner, interior designer and creator of Ceremonia, a decoration store located in Villa Ballester. "When the quarantine started, we had the online platform working, but we hardly used it. Today we ship to all Capital and GBA and increase sales by 150%," he says. The hit of his store is office chairs , an article that He did not offer, but he decided to incorporate from his own experience. "My husband started working from home and complained because he was uncomfortable in the chair at our desk. So I looked for a supplier that sold aesthetic chairs to work and it was a rage," she says.
It is that the home was not prepared to become an office . Those spheres of life, which had always existed in independent spaces -because many freelancers even worked in coworking places- began to live together under one roof.
The shortcomings became apparent, from the need for a printer to bookstore supplies or an ergonomic chair. And since the home office is here to stay , the brands that were already working on some items in the field will enlarge the portfolio. One case is that of Isadora, which now offers bookstore products, but which will include "headphones, multi-cable adapters and telephone holders that facilitate video calls, among other things". And "aligned with the idea of longer stays at home" will incorporate new lines such as "embroidery kits, home games, yoga mats to exercise at home and more items."
Arredo - who, since the pandemic began until today, saw his online sales grow five times compared to the same period in 2019 - is another of the big names that will venture with new products. “With the pandemic there was a revaluation of the refuge of each one . We believe that this is here to stay, that's why, although we already had some decorative objects and furniture, we are going to deepen these proposals ”, indicates Christian Finkelstein, commercial director. Another need that was highlighted was to bring a green touch, especially to the departments. In this sense, the purchase of plants was also part of the boom. “Online sales soared and with that we compensated for having the stores closed. Online sales grew 700% ”, says Sofía Ferreira Lima, owner of Pötit, a nursery specialized in indoor plants located in Palermo Hollywood.
"The pandemic changed the link with our houses , rethought the spaces. For this reason, everything that is decoration and botany took on a new importance in everyday life, implies an aesthetic improvement and not to mention functional, ”says Ferreira Lima. The latter refers to its therapeutic effect , since it is proven that they reduce stress, improve mood and purify the air in the rooms.
Speaking of purifying, Marie Kondo would be happy because, according to Mercado Libre reports, within the “Home” category - which grew 134% in June compared to the previous year - the best-selling items were the organizing boxes and baskets . But something did not change, in the virtual and physical world, buyers are looking for a good price . According to the report "Consumer expectations in times of covid-19", carried out by Trendsity, "8 out of 10 choose above all a fair price (...) 62% ask for promotions and 52% keep prices". That's not all: 63% want sellers to do "free home delivery . "
"You have to walk," said Lita de Lázzari. The premise remains, only that, the fingers moved to the legs: today save the one who google the best.
ACE
