El coronavirus ha supuesto un terremoto en nuestra vida cotidiana: ya no nos relacionamos igual y tampoco nos saludamos igual. Distancia obliga. El largo confinamiento ha supuesto cambios importantes también en la manera en que consumimos y muchos de ellos están aquí para quedarse: abuelos que se lanzan a comprar con el ordenador, mercerías que se asocian para vender online, crecimiento de las marcas blancas —más baratas—, menos restauración… Las nuevas tendencias de consumo aceleran la digitalización incluso en pequeños comercios, pero conllevan un riesgo: las compras compulsivas.

“If a few months ago they tell me that I would be able to buy the bread online, I would have said no.But during strict confinement, I have done it.Everyone has launched to buy online and stores have had to adapt to forced marches, ”explains María Lluisa Solé, professor of Economics and Business at the University of Barcelona.According to the consultant Nielsen, online purchases in this period have reached one million homes, with an 86% growth.

The Marco consultancy has conducted a survey at 4.500 people in Spain and five other countries to detect these changes."74% of consumers tell us that their habits have changed, 60% buy more online, and this percentage is similar among those over 65," says Didier Lagae, director of the consultant."There is a large percentage of older people who have bought online during confinement and has discovered that it is very comfortable, so many will continue to do it later," he adds.

At the same time, purchases in retail trade, which is usually proximated, have dropped 14% in March and 31% in April, according to the retail trade index."Food has remained essentially stable, durable consumer goods have been affected by uncertainty and the possibility of postponing these expenses," they explain from the Ministry of Industry, Commerce and Tourism.

“No one thought that the store under his house was going to provide online service, but they have done it: market stores have been associated, or have put telephone and cast service.The consumer has become accustomed to having the purchase at home and has seen that he is very comfortable.There will be users who do not return to stores, ”forecasts José Luis Nueno, head of the attem attem of changes in the consumer behavior of the IESE Business School.

Solé points out that some small businesses have learned to associate to transform: “CastellTort has made a marketplace [a store store] in Mercerlob.com so that the merceros jump to the network.Many of these small mercerías had no website and now they sell all over Spain.And how they sell fabric and tires to make masks, they have sold a lot ”.Nueno emphasizes that for each point that electronic commerce grows can close 10.000 stores.“Electronic commerce has increased from 9% to 14% in this period.If in 2025 it reaches 20%, it would mean the closure of about 120.000 businesses around 700.000 in Spain ”, Aventura.

Rubén Sánchez, spokesman for the Facua consumer organization, alerts a danger: “Many people have lost their fear of buying online, but this has their negative part, since buying on these platforms is much simpler, and that can carryto have more compulsive consumption.You can make waste purchases more easily than before ”.In addition, Sánchez points out that it is now easier for prices to rise: “Large surfaces have raised prices and consumers we have dedicated less time to price comparison, because we have bought faster and almost always in the supermarket we had more close".

The IESE Business School profess.The issues related to retail have disappeared from social networks ”.In addition, this has happened in March and April, strong months to dispatch the spring-summer season.This trend will probably continue a few more months."On the other hand, we have bought more electronic to work at home, school and office supplies, personal care products - which include masks and hydroalcohol - and pets, to alleviate loneliness and be able to leave home," adds Nueno.

A consumer in crisis mode

The dismissals and Erte have worsened the economic situation of many citizens and the expectations of many others.“The consumer puts himself in crisis mode and looks more and more the price, so there will be an increase in sale of the white brands of supermarkets, which are cheaper.When the consumer sees that a product rises, he will probably abandon it for another cheaper one, ”says Enrique García, of the Organization of Consumers and Users (OCU)."This will also cause delays in the decisions of purchases of the most expensive goods, such as cars, furniture, appliances, furniture and even floors," he adds.

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Professor Nine, author of the direct book to the consumer, believes that we will spend less on restoration."We are going to go to restaurants and also social distancing influences that parties such as communions, birthdays, weddings are not going to be held ...".However, there is also an opportunity: “More and more establishments will offer food to eat at home and some can sell more than before.Will have to adapt, ”he says.He also believes that the fear of infection will influence that the use of coworkings (shared work spaces) and shared vehicles (sharing);It will also make it very difficult for shopping centers that are reopening.

As for other trends, Solé believes that we are going to bet more on the circular economy: “We are going to give new opportunities to products that are already at home.It can be with clothes, instead of buying something new, a garment is "tuned", the sleeves are placed or even the furniture, which can be repainted and turned into vintage ”.

Nueno believes that more and more brands will be sent to send your products home without intermediaries."They have already done several beer brands," he says."But there are also new business opportunities: for example, to develop payment systems with the mobile or card, which will reach all shops, and on medical telecare, which has grown a lot for the fear of going to hospitals," Add.The consumption expert gives another clue: “Every businessman has to do how these changes affect his sector.If someone has a furniture factory, I should think about how to design and distribute a teleworking office with corporate background and facilities for this new way of working ”.

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