Marcelo Lopez Pereda
07/26/2020 - 7:01
- Clarín.com
- Society
One of the areas of e-commerce that has grown the most in recent years is food and beverages . And during the quarantine, the trend finished consolidating. In the countdown to the Hot Sale 2020 - the online discount marathon that will take place from Monday 27 to Wednesday 29 - expectations in the sector are high .
" It is growing and will continue to do so , not only because of what supermarkets do but also because of the focus that mass consumption companies are putting on it, developing online sales directly and through all its customers," said Gustavo Sambucetti. , institutional director of the Argentine Chamber of Electronic Commerce (CACE), which organizes the Hot Sale, an event in which Clarín will participate with subscription offers .
If last year marked the "take off" of the online sale of food and beverages, in this 2020 the trend accelerated. "During 2019, the online share of supermarket chains was 2%. In April of this year it reached 12% . We believe that it will stabilize somewhere in the middle," said Sambucetti.
In this edition, there will be 40% more companies participating in the food and beverage sector. One of the supermarket chains that is going to say that it is present is Walmart, which has been participating since the first edition: "It is an event that we consider essential within our commercial dynamics. In recent years, it has had large-scale growth ," said a spokesperson for the company.
"We are confident that sales are going to be higher than last year , mainly due to the current context that we are going through, where online shopping has played an important role in customer consumption habits, " he added.
"In the first weeks of the quarantine, online demand on our website tripled and many of the customers who never bought through the web had their first foray into the system . The share of online sales grew more than 6 points percentage in these months, "he detailed.
Among the "debutantes" is this Hot Sale figure Hypermarket Libertad. "It is the first time that we have participated in the Hot sale; as it was such an important event for the online market, we saw a great opportunity to publicize our store," said Frank Rojas, director of Digital Transformation for the company.
"We have prepared 320 exclusive offers for the Hot Sale", adds and details that among the delivery options include "the click and car service where we deliver directly to your car".
DIA supermarket is another of the chains that detected the growth of online demand in recent months. "After the pandemic, the digital channel grew by 10 , as our customers increased their need for stocking: the average basket on the online channel went from 38 to 50 units, " said a company spokesperson.
The offers that it plans to launch during the event are varied. There will be 2x1 on drinks, up to 40% discount on home care and cleaning, and up to 50% on personal care. Meanwhile, they will also include the second unit modality up to 70% and 80% off , in the warehouse and breakfast categories, and frozen and refrigerated, respectively
There are also strong expectations in the beverage sector. The Domaine Bousquet winery, for example, will participate for the third consecutive year. "If we measure year against year there has always been growth in terms of units or operations carried out and we are sure that this year will not be the exception," explained the company.
"We do not see the Hot Sale as a necessity strategy. On the contrary, we think that they are events that help to professionalize e-commerce," they said, adding that the expectation is "to beat another sales record and exceed the numbers of previous years." .
DD