Posts

Post-pandemic scenarios

We arrived in 2021 still living a pandemic that seems to have no end, but the first steps of recovery already seem to be appearing with the first doses of the vaccine. And in this new phase, the question comes back, what can we expect for post-covid-19?

The Coronavirus made us change several habits in different aspects of our daily lives, at work, leisure, relationships, etc. Some of these changes tend to remain in the new reality that we will live in, as stated by the biologist Atila Lamarino “The world has changed, and that world (before the coronavirus) no longer exists. Our life will change a lot from now on, and someone who tries to maintain the 2019 status quo is someone who has not yet accepted this new reality ”.

In the world of work, what stands out as a trend is no longer the home-office model, which despite being still widely adopted by companies, has already shown some weaknesses and has been losing space to hybrid work, in which the employee works some days at home and others in person. According to a survey conducted by Revelo, a company that connects organizations with professionals in search of opportunities, 50% of professionals still prefer the home-office, while the other 50% already prefer the hybrid model.

The way of consuming is another reality that has undergone changes that must remain. For the Copenhagen Institute for Futures Studies “less is more” will be part of the consumer’s habit going forward, not only because of the financial difficulties imposed by the pandemic, but also because of the consumer’s need to understand and focus on what is a priority and in the generated value.

Health care and well-being also tend to be more present, as well as the permanence of fear with agglomerations. Therefore, establishments such as restaurants, bars and cafes can benefit if they adopt strategies that move towards avoiding concentration of people, such as distance between people and easy access to hygiene items.

At this point, it is important to anticipate and adapt to the new perspectives that arise in the new world. Only in this way organizations will be able to get through this moment with minimal negative impacts.

Carnival 2021 in Brazil is canceled: how companies are dealing with this decision

The Brazilian’s most anticipated festive date was canceled or postponed according to each city in the country due to the pandemic. Even with the vaccine being applied gradually to risk groups, Brazil may take a while to achieve the minimum adherence necessary for events with agglomerations. It’s unpredictable to state when the event can be commemorated at the moment.

Financially speaking, the carnival in Brazil is a date in which citizens invest more in revelry, whether to enjoy in the city where they live or to travel and enjoy it in other regions: just for us to have an idea, in the City of São Paulo, the most populous capital of the country, in 2020, the event generated around R $ 2.75 billion in its economy, attracting 15 million people to revelry.

Meanwhile, cities like Recife, in the Northeast, where there will be no carnival this year, expect a loss of about R $ 500 million, according to Fernando Castilho, from the JC Negócios Portal. These movements are essential for the economic health of the country and for each region to remain actively healthy, generating jobs and opportunities. The current challenge has been to overcome the economic crisis, especially for entrepreneurs who have been struggling to keep their businesses running since the beginning of the pandemic.

One means of survival for large companies, such as travel and hospitality segments, for example, is either selling packages to groups of few people or promoting opportunities for the second half of this year with malleable rescheduling and cancellation conditions.

Meanwhile, the entertainment sector continues to adapt to the reality of lives, free or paid, and also postponing to the second semester the dream of holding larger volume face-to-face events. For the other segments that are directly and indirectly also being affected, the challenge of the moment is to promote product or service that encourage people not to gather, finding forms of amusement at home (although this experience is no longer attractive). It is worth remembering that the stimulus to selling on the Internet remains the biggest pioneer in promoting business today.

New consumption trends with the Post-pandemic

People’s habits have changed dramatically due to the pandemic, making us need to adapt to a series of restrictions. When it comes to how to consume products and services, it was no different. The most diverse segments had to adapt for a long period due to the pandemic to the point of temporary changes becoming effective. Therefore, nowadays the question begins to arise: what are the new consumption trends in the post-pandemic period?

In Brazil, as it has already been said here on the blog, the first big pattern noticed was the drop in the number of face-to-face sales and 56.8% growth in sales revenue through e-commerce, given by the “Compre & Confie” Movement in partnership with ABComm ( Brazilian Electronic Commerce Association). This is a trend that should continue for the future, since several sectors have already adapted to serve their customers remotely, as in the case of education; with the transmission of live classes, leisure through the live transmissions of artistic performances, and also, the home office model of work that is here to stay.

Another important tendency to take into account is responsible and conscious consumption, since factors such as finance caused priorities to change, placing items of basic needs ahead, and only afterwards, considering more superfluous purchases, followed by sustainable consumption, by considering the relationship of responsible consumption and environmental sustainability. These are just some of the points that made consumers even more critical when purchasing a product or service. According to Corazza, a professor at IBE affiliated to FGV, the brand that can listen to the problems of its consumers and solve them, manages to make them loyal ambassadors.

In addition, there are other trends worth having on the radar:

 

  • E-commerces and digital communication continue to grow: if you are a part of it, always seek to improve your strategies. If not, ask yourself why, because maybe an opportunity to leverage your business is being missed.
  • Branding with purpose. What’s yours? It doesn’t matter your segment or what you do. The aligned purpose of your brand can keep customers and win new ones, and the pandemic reinforced that.
  • It is not always about price. Value and price are similar terms, but with completely different proposals. The price matters, but the value of a brand and what it does to the world also has equal or greater relevance, and customers embrace this.

 

At the time, it is essential for any organization to understand the profile of its customers and be able to adapt to market changes. It sounds basic, but this can be the difference between stagnating or even losing chances of selling, and being able to grow your business exponentially. So, study your market, your customers and draw the best strategy to meet new consumer demands. After all, each customer is unique and primarily responsible for keeping the flow of your business active.

Do you want to know more about the projects of your clients, mainly in Brazil and Latin America? Talk to us. We have the right tools to analyze your strategies.

Growth of e-commerce in Brazil during quarantine

Consumer behavior worldwide has changed due to the effects of the pandemic. Closed stores and quarantined consumers have made e-commerce the safest way to buy products or consume some services without leaving your home.

In Brazil, the month of March showed an increase in the number of online purchases, exactly when the population started to be quarantined in their homes to avoid contamination by the coronavirus. According to the tax authorities, e-commerce growth in Brazil was 20%, compared to the same period in 2019. Following this trend, the following months also showed significant growth, 17% in April, 37% in May and 73 % in June.

Another study carried out by Conversion Consultoria, shows that in May alone, the main electronic sales sites in Brazil had more than 1 billion visits and the sectors that grew most in e-commerce were:

The sector that fell in this study was, as can be expected, tourism, with a fall of 79.41% compared to the same period in 2019.

SEMrush, the world leader in digital marketing, carried out a survey of the most accessed sites in Brazil and created a ranking with the 12 that grew most within the period from January 1st to April 30th, and the result was the following:

  • 1 – Amazon.com.br – 56,5%
  • 2 – Magazineluiza.com.br – 50,5%
  • 3 – Mercadolivre.com – 48%
  • 4 – Extra.com.br – 44,7%
  • 5 – Marisa.com.br – 42,6%
  • 6 – Dafiti.com.br – 38,7%
  • 7 – Americanas.com – 37,8%
  • 8 – Natura.com.br – 36%
  • 9 – Elo7.com.br – 35%
  • 10 – Submarino.com.br – 34,4%
  • 11 – Lojasrenner.com.br – 22,9%
  • 12 – Boticário.com.br – 21,7%

Although e-commerce has grown, it is interesting to note that the purchasing behavior is different, as the average ticket per purchase fell compared to last year, with a decrease of about 6%, which represents a value of approximately R$ 395.80 . In Brazil, consumers are more cautious and make more frequent purchases of everyday items, rather than purchases of more durable goods and higher ticket prices.

Today being one of the most accessible ways to market products, e-commerce tends to continue growing, as more and more companies start selling online. In the same way, consumers have more confidence, especially in the sites already known, and started to make purchases over the internet more frequently. The pandemic continues to create new patterns that directly influence how the market will function after the coronavirus.