Durante el evento Shopper & Retail 2023, Kantar División Worldpanel Perú reveló que los compradores peruanos fortalecen la omnicanalidad en productos de consumo masivo este año, consolidando nuevas dinámicas entre distintos canales.
En el marco del evento Shopper & Retail 2023, organizado por Kantar División Worldpanel Perú, se presentaron importantes datos sobre el cambio de comportamiento del consumidor peruano en los canales de venta. Así tenemos que, en promedio, cada consumidor visitó hasta 8 tiendas en un solo trimestre (2 más que en el mismo periodo del 2020).
A nivel canales, el tradicional (Bodegas y Mercados) sigue siendo el canal más importante para los hogares peruanos, representando el 65% del valor de las compras, seguido por el canal Moderno (Supermercados, Discounters, Conveniencia, y Cash & Carry) con el 18%; seguido del canal Farmacias y Mayorista con el 4%, cada uno; la venta puerta a puerta con el 3% y otros canales representan el 7%.
Vale la pena hacer un zoom al interior del canal Moderno, donde, si bien Autoservicios (supermercados) representa el 66.4% dentro de la estructura del gasto, los canales emergentes alcanzan un pico de compradores este año. Por ejemplo, Discounters logró una penetración del 38%, las tiendas de conveniencia un 31%, y Cash & Carry 16%. “Es muy importante para las marcas conocer el rol de cada canal, de forma que puedan ejecutar una estrategia diferenciada”, señala Mauricio Cheng Matsuno, Country Manager de Kantar División Worldpanel Perú.
En cuanto al comportamiento de las compras en canales digitales; observamos que el 29% de hogares compraron durante el 2022 a través de eCommerce, con un ticket cercano a los 50 soles y una frecuencia de compra de 4 veces en el año. Esto último significa un punto a mejorar importante para un sector donde también predomina la omnicanalidad.
Al analizar la estructura del gasto dentro de eCommerce por plataforma, las compras vía Whatsapp representa el 17%; los aplicativos de deliverys el 22% y el comercio digital puro y no puro (mixto) representa el 61%. “Las plataformas digitales y su rol estratégico son determinantes en el camino de la conquista online para marcas y canales” concluye el ejecutivo de Kantar División Worldpanel Perú.
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