El hogar como base de operaciones: ¿el distanciamiento social estimulará esa tendencia?

A medida que los individuos en todo el mundo se encuentran trabajando o comprando desde casa a causa de la pandemia, ¿podemos imaginar que esa tendencia sea parte de la nueva realidad?

Mientras el brote de COVID-19 se esparce por el mundo, gran cantidad de empleados trabajan desde sus casas durante períodos extensos por primera vez. Muchos de ellos están aprendiendo a organizar su tiempo y usar la tecnología para que esta transición sea lo más paulatina posible.

Pero el coronavirus podría acelerar una tendencia que ya se venía percibiendo. Incluso antes del distanciamiento social y la recomendación de permanecer en casa, el hogar se estaba convirtiendo en la sede logística para las personas ocupadas que querían aprovechar mejor su tiempo. Las búsquedas en línea y los hábitos de compras antes de la pandemia ya indicaban un deseo de dedicar más tiempo a las actividades que brindan alegría, placer o confort, en lugar de pasar horas en embotellamientos de tráfico, en el trayecto al trabajo o haciendo fila en el supermercado.

La posibilidad de trabajar desde casa

El teletrabajo y el trabajo remoto vienen en aumento desde hace años. Eso se debe a que las personas buscan opciones laborales más flexibles o proyectos secundarios que les permitan tener un ingreso extra. Antes de la pandemia, las búsquedas en dispositivos móviles de “trabajos remotos” se había incrementado más del 210% en los últimos dos años.

Las ventajas de hacer las compras desde el sofá

Dado que cada vez más personas pasan más tiempo en su casa, y quizás porque menos desplazamiento significa menos viajes al supermercado, los patrones de compra también cambiaron.

El comercio electrónico no es nuevo. Hace más de una década que las personas investigan y compran en línea de todo, desde libros hasta electrodomésticos. Ahora también usan esa modalidad para las compras de supermercado. Uno de los indicadores más claros de esto es el aumento en las búsquedas de servicios de entrega y retiro de mercadería de los supermercados. Antes de la pandemia, las búsquedas en dispositivos móviles relacionadas con los servicios de entrega de las compras de supermercado había crecido más del 130% en los últimos dos años.Eso incluye búsquedas de frases tales como “entrega de compras de supermercado cerca de mi casa” y “app de entrega de compras de supermercado”. Este incremento coincide con el hecho de que las cadenas más importantes de supermercados ofrecen (y publicitan) servicios de entrega y retiro de mercaderías.

Proyecciones para el futuro

Ahora que millones de personas trabajan desde su casa para prevenir el avance de la pandemia y que solicitan entrega o retiro de mercadería para cumplir con los lineamientos de los funcionarios de salud, es probable que cambie la opinión de los consumidores respecto del trabajo remoto y las compras de supermercado en línea. Es posible que más personas se den cuenta de que no era tan difícil como creían. Todos están creando hábitos nuevos y estableciendo normas nuevas.

A corto plazo, los especialistas en marketing deberán encontrar formas de ayudar a que las personas puedan satisfacer sus necesidades más básicas. A largo plazo, todos tendremos que adaptarnos a este nuevo escenario que nos toca experimentar y tratar de entender lo que significa para todos los aspectos de nuestra industria que el hogar se convierta en la sede central de operaciones de cada persona.

Fuente: https://www.thinkingwithgoogle.com/

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