MADRID, 23 Ago. (EUROPA PRESS) –
Sales of the ‘delivery’ in the restoration grew by 13% in the first quarter due to inflation, according to the data offered by Aecoc, which perceives that the ‘online’ channel is stabilizing after the strong growth it experienced during the pandemic.
Specifically, the volume of food delivery orders remained stable in the first quarter, while consumption in bars and restaurants doubled, 26%.
In this way, the data from Aecoc Shopperview and Nétrica indicate that, while before 2019 only 15% of consumers went to the ‘online’ channel to make their consumer purchases, at the end of 2022 the percentage was already 26 .8%
Since the start of the pandemic, the data evolved with sustained growth until the first half of 2022, when the record stabilized at figures close to 27%.
IESE professor José Luis Nueno has attributed this “online slowdown” to the fact that “consumers went to the digital channel looking for low prices, and now they have gone up.”
“Companies have adopted a capture model, with which they have tried to attract consumers who were in stores to the ‘online’. Now there are still 50% of customers who maintain their digital consumption, so they must bet for their retention with loyalty plans and strategies”, he pointed out.
