Walmart, La Comer, Soriana and Chedraui: this has been the omnichannel evolution of the supermarket in Mexico – Marketing 4 Ecommerce
What started as key in the pandemic will also be key in the following years, as is the case with omnichannel. For this reason, the large supermarkets present in Mexico such as Walmart, La Comer, Soriana and Chedraui have strengthened their strategies to maintain their effectiveness on all channelsadd value to its consumers and not cannibalize its operations.
It is not difficult to assume that everyone went at their own pace and overcame different obstacles (like logistics), however, we will stick to the facts. So let’s see how the omnichannel evolution of the supermarket has been in our country.
Omnichannel evolution of the supermarket: which company is ahead?
After learning about the self-service chains that have opted for the omnichannel model in Mexico, Julio Fernández, head of analysis at Bursamérica, assured that Walmart is the top performer for a variety of reasons; among them, the number of stores it has and its advertising campaigns. However, the rest of the companies mentioned above have been successful in establishing customer niches. To better understand the issue, we will evaluate them in separate chapters.
About four years ago, Walmart started the omnichannel transformation of its units and since then it has made great efforts to improve the experience of its users, such as the introduction of Walmart Pass (subscription service for home deliveries).
The company’s new e-commerce platform for Central America was fully implemented at the end of 2021, a year in which sales through said channel they represented 1.7% of the total. “Other retailers are copying (their model). I don’t think there is a monopoly situation, but preference for the public”Fernandez reflected.
The Mexican channel launched its digital platform “La Comer en tu casa” which has become an axis: their sales have increased by 14% over the past yearwhich accounted for 7.9% of total sales.
In this regard, he has clarified on more than one occasion that will continue to focus on its customers stand out from competition; improving tools and processes.
This organization, for its part, merged the superentucsa.com and soriana.com sites into a single storeincluding new features: simplified search, personalized recommendations, express payment and increased security for online payments (a relief for consumers).
In addition to this, it launched a mobile application and strengthened its operations in collaboration with CornerShop, Rappi and Mercado Libre. All this has allowed a considerable increase in the company’s income up to 58% against 2020.
This company of Mexican origin nor has it lagged behind in adopting the omnichannel model: It has implemented improvements in both the service and its online stores. However, so far he has not shared his growth in numbers.
“Omnichannel will be one of the constants in 2022 and e-commerce will continue to grow, friction in digital shopping has been significantly reduced”added José Maceda, advertising director at Mercado Libre México.
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