After the global crisis, there is no precise knowledge of how many establishments closed due to the situation, how many migrated to other places and how many emerged during it.
Due to the conjuncture that the world is going through as a result of the pandemic, where it is no secret to anyone that the commercial dynamics have drastically changed. Today, there is no precise knowledge of how many establishments closed due to the situation, how many migrated to other places and how many emerged during it.
For this reason, Servinformación decided to launch Infocomercio 2021 to the market, a version that not only has updated information but, thanks to the integration with Servihuella, allows the delivery of human mobility data, understanding in real time the socio-demographic profile of those who visit the stores and when in order to segment both current and potential customers.
A logistical deployment is made with a large operational team to visit each of the blocks of the 5 main cities of the country, listing the existing businesses. Two years ago they managed to capture the information of more than 125 types of Colombian establishments, such as stores, pharmacies, beauty stores, stationery stores, etc. Categorizing more than 15 variables, which allow business clients to make strategic market decisions.
In this regard, Manuel Peláez, Servinformación's smart location manager, states “With this census, information is collected block by block, which allows locating businesses and prospects in each distribution channel. Also, all this information is collected through mobile devices online and in real time, using GPS technology to capture the coordinates and georeference them on a map. Once the information is collected, it is classified according to its channel and its own characteristics ”.
In this way, when conducting these censuses there is a face-to-face relationship with the clients and prospects of the companies, which creates an opportunity to investigate exactly the concerns that a company has about its market. That is, if a beverage company wants to know the behavior of neighborhood stores with respect to the current situation, thanks to Infocomercio it can have this information at hand.
On the other hand, Infocomercio is in charge of creating personalized tools for analysis and integration of information tailored to customers, so that they can consult their data in a useful and practical way, allowing them to make much smarter market decisions.