Changes in retail: 5 lessons that the pandemic brought to the sector

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We know that the changes brought about by the pandemic have impacted industry and retail in different ways. But after all, what were the main changes in retail that were observed in the last year? Firstly, it is worth highlighting that the dynamics of shopper behavior at the POS in relation to new consumption needs and opportunities has completely changed. Also, with the restrictions established by governments for retail, many brands had to adopt new strategies and tactical actions to maintain the market and to promote the relationship between their products and consumers.

As in every major crisis in our history, in addition to the challenges, come lessons, learning and evolution. So, this is a good point of view to follow. In other words, looking ahead based on a sincere and coherent reading of mistakes and successes. In whatsapp number list   fact, this should not only occur in times of crisis, but in the way we manage our businesses. We see several lessons that the pandemic brought us and still brings us daily. However, here I would like to highlight some of what I consider to be the biggest changes in retail that have occurred in the last year.



Importance of reducing bureaucracy in decision-making processes The first of the 5 changes in retail that deserves to be highlighted is the importance of quick and immediate decision making. We know that the great bureaucratization of decisions within large and medium-sized companies is still common. Mainly in what involves the behavior of the retail industry, more precisely in the trade marketing scenario. As this is still an evolving department within the industries, in many cases there is a lack of autonomy for decision-making, depending heavily on commercial or even marketing approval, which can slow down your actions and compromise the speed of the actions that must be taken. be carried out in store. The trade marketing professional needs to be more valued and have the ability to make decisions quickly, as after all, he is the one on the main end, the sales side. 2. Segment your brand’s operations at the POS We've been hearing for a while now about how important it is to define brand behavior by type of channel, store chain and region, but there is still a lot to be done.

The pandemic showed us that the entire shopper journey can be easily modified according to their current situation and life reality. Furthermore, the naturally correct thing to do is to follow these changes and adjust the way you see your sell-out actions , according to the consumer's needs. Given this, in addition to pricing strategies, designed for the different sales channels , communication and actions at the POS must also be developed in a much more segmented way. And this is something that deserves to be highlighted among the main changes in retail since the start of the pandemic There is still a blue ocean for industries that understand that in-store communication must have the shopper at the center of everything . It must be designed based on your purchasing missions and be built understanding the customer's journey in the establishment, based on the vision of product behavior, according to the category, type of channel, network and region. The pandemic definitely showed us that communication for shoppers is different from communication for consumers.

See the more strategic role of the sales promoter The promoter remains a central figure in the bridge between brands and the consumer. And the POS is the place where 72% of the decision takes place. All the changes in retail brought about by the pandemic required updates from the trade and professionals working in the sector. As a result, the new actions of sales promoters began to play a much more strategic role. A new demand emerged in establishments. Furthermore, promoters needed to observe and absorb the shopper 's needs . Also, understand new consumption habits and understand how they can facilitate the customer journey at the POS. In addition to restocking, demonstrating and analyzing the most popular items, promoters are also responsible for: Promote cross merchandising of products; Create good extra points in the store; Connect with the store manager and together think about and create 'themed' environments. For example, having a specific place for breakfast or barbecue items, in order to make shopping more agile.