As is public knowledge, already immersed in the second decade of the 21st century, we are faced with an uncertain economic and geopolitical context, due to various factors such as the risks of a slowdown in the world economy and regional conflicts that may have global dimensions.
In this sense, organizations must adapt to changes, who to stay current and competitive in the market, must have fully established their organizational strategies. Among these strategies are marketing strategies, which consist of establishing actions that have to be carried out to achieve certain objectives related to marketing, such as publicizing a new product, achieving greater market participation or increasing sales. sales.
One of the sectors that has historically handled marketing strategies in situations of quite innovative change is that of supermarkets, for the purpose of knowing how this sector has been taking innovative actions in the current context, I will take the Peruvian case as an example.
As a consequence of the slowdown in the Peruvian economy, which is reflected in the fall in domestic demand, one of the sectors that seeks to maintain dynamism in its sales is supermarkets, and for this they have been using various marketing strategies.
The supermarkets in Peru use different strategies to your customers to buy more products or to generate more buying interest on a particular item.
Among these we can cite the case of the gondolas where, for example, basic products -such as milk, sugar or rice- are always located in the last gondolas of the supermarket and in various parts, never together, so that the The customer goes through the entire establishment and on the way adds products to the shopping cart.
Another strategy is that of prices, which are generally never round to appear cheaper and in turn make comparisons difficult for customers to make. Also, they almost always end in 5 or 9, the numbers that attract the buyer the most.
But in recent decades a trend has been perceived in shopping in supermarkets, the customer spends less time shopping and also makes less impulsive purchases, this because the Peruvian consumer according to their needs and considering their economic possibilities is already more rational in their purchases and generally does not decide their purchases in the gondolas, since they already know what to buy and generally have already analyzed the market prices of the products they need.
This implies a new challenge for the marketing strategies of supermarkets in Peru, but which in turn implies that we are in a consumer market that is increasingly rational and selective in their purchases.
Faced with this situation, in line with new technologies, marketing trends in supermarkets are geared towards strengthening the online shopping system and via delivery, a fact that has been having good results and whose growth expectations are quite encouraging.
In conclusion, we can say that new technologies have been promoting the use of new resources in marketing strategies, with the consequent benefit for both companies and customers, such as reducing costs for companies and saving time for customers..
