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Experts point out the importance of having forceful strategies before returning to school.
In the Webinar of Merca2.0, the CMO’s point out the need for multichannel strategies within the return to school.
Within the current context, Omnichannel strategies are increasingly important, since having tools that allow you to have a positive impact through different means is essential within 360 strategies; thus, Within the return to classes, the Omnicanalidad will play a strategic role, after the ravages generated by the forced social distancing.
Before the pandemic, back to school was conceived as an analog event, in which the main players were the school supply stores; now, according to Sedeco of CDMX, an economic spill of at least 4 thousand 740 million pesos is estimated for the return to classes in the coming weeks, a figure that foresees a growth of more than 57 percent for small businesses.
For this reason, firms must opt for an Omnichannel strategy, which has the objective of uniting different communication channels at the same time to improve the user experience, since according to a study indicated by Zendeskthe 87 percent of consumers believe that brands should make more of an effort to offer a unique shopping experience, since multichannel seeks to generate that feeling of constant accompaniment.
How to generate omnichannel strategies in back to school
Given the progress on the global health crisis and the reopening of physical spaces, traditional commerce has begun to recover ground, this is because, according to what was indicated by the Mexican Sales Association On-line (AMVO), just over 69 percent, of consumers prefer to buy in physical stores, an aspect that should be taken advantage of by retailers, as mentioned Mark Perez. Director of marketing of OOffice Depot, who points out that during this return to school “We’re going to go back to that stationery purchase that hadn’t happened in the last two years.”
For Mexican families, this season of the year represents a heavy expense, especially now that digital normality has become an important part of education. According to the National Institute of Geography and Statistics (INEGI), each family in the country requires between 3,000 and 17,000 pesos to cover the expenses of their children within the return to school, and the estimated income of a Mexican worker is around 7,380 pesos per month.
Thus, Adrián Romero, Marketing Director of Crayola Mexico and Latin America notes that “Inflation is going to make people look for price-quality in the purchase decision.”
And it is that an important part of the new normal is the growing duality of channels inside and outside the digital environment; the United Nations Children’s Fund (UNICEF) pointed out that during the health crisis, just over 33 million boys and girls were directly affected, for which technological development was forced to maintain parity in terms of learning in the digital and physical fields. Mario Maruri, ShopperMarketing Manalyze from 3M, emphasizes that “there is a consistency of what you can find in the channels offline Y online youOne of the challenges is that the experience is unique”.
In the same way, another of the great challenges faced by retailers during this return to school is the growing concern of consumers to acquire sustainable products, an aspect that has become important as a result of the global health crisis, as exposed Omar Sabag Pimbert, Director of Consumer Adhesives at Hankel Mexicowho notes the need for “We understand the concern that the consumer has in sustainability issues. The commitment in Hankel is the decrease in CO2 emission”This is due to the fact that aspects such as care for mental health and the environment are the two great post-pandemic premises.
Listen to the round table on Omnichannel strategies in back to school