Weeks ago the annual event of the Association of Supermarkets United (ASU) was held, which showed the challenges facing the sector today: complex economic context, reconversion of stores and omnichannel, among many others.The name of the main panel of the day, "Adapting to complex times", perfectly synthesizes the struggle for subsistence with falling consumption and incessant rise in costs.But other more structural issues were also discussed: the reinvention of physical stores as an imperative to be competitive in a scenario in which e-commerce is gaining more and more ground.According to the Argentine Chamber of Electronic Commerce (CACE), in 2018 there were around 34.7 million purchases (up 60% year-on-year) for a total of $ 97,892 million (66% growth).These figures were reached from 18 million users who purchased products through the web. Although the online channel continues to develop in the categories of clothing, services and shows, the truth is that it is beginning to gain greater relevance in consumer products.In the specific case of this sector, it is evident that it is going through a process of transformation and disruption worldwide, driven by changes in consumer habits and technological evolution.A recent study by consultancy Nielsen, which revealed the situation in 30 countries -including Argentina-, highlights that online sales of several products purchased in supermarkets grow five times faster than face-to-face sales."It is not by chance that they bet on an omnichannel strategy that allows them to boost communication and interaction with their customers," Fernando Bosio, general manager of Mercadoni Argentina, told iProUP.The moment of the sectorPatricia Jebsen, manager of Omnichannel of Cencosud, says: "Supermarkets is an industry where five or three years ago we were selling online and today they are almost all very focused, assembling their equipment", synthesizing how the technological revolution impacts on the item"Three years ago, on eCommerce Day or on special dates, such as CyberMonday, the only one that participated was Jumbo, today they are all in. This demonstrates the maturity of the sector, they are all growing and generating nationwide coverage. 250 stores with e-commerce service and a year ago we did not reach 100 ", completes the directive to iProUP.In the last time there were some phenomena that show how local players begin to take measures in this regard. Although many attribute it to the complex current situation, the closures of some business premises such as Walmart or Carrefour are an indication of the strong commitment to online.The French firm has canceled points of sale in the Buenos Aires neighborhoods of Villa del Parque, Congreso and Quilmes, after having done the same in several cities of the Interior. While the American group lowered the blind of the supermarket that operated in the DOT shopping and sold 12 establishments to the chain of Spanish origin DIA.The decision is related to concentrating the effort on smaller areas and in electronic commerce."We launched a mobile e-commerce application to make purchases quickly, easily and safely, which is another step in a strategy that seeks to lead through innovation and whose aim is not only to offer the lowest price of Monday to Monday, but also the best experience in which the customer buys where and how he wants, and we even present the iOS version ", explains Hernán Carboni, Institutional Relations Director of Walmart Argentina, to iProUP.The executive remarks that the company is "opening new pickup points in the country so that customers can withdraw their purchases online in five minutes and without getting out of the car." And he adds that they are redoubling their efforts to build the best retail ecosystem by generating a frictionless, customer-focused experience."An experience that articulates our Walmart.com.ar platform, our official stores in Mercado Libre and agreement with key partners, such as Mercadoni, for a wide distribution in extension, efficient and in less than two hours. We want the client to be able to choose our offer of low prices the way you want, how you want and when you want, "he says.According to the Mercadoni spokesperson, "an important evolution is the irruption of the e-grocery model, an ecosystem based on technology that seeks to solve the operational and logistical complexity of home delivery of supermarkets, and in which aspects are valued key, such as fresh and frozen foods, brands, offers and practicality "."Today buyers are looking for simplicity, speed and not being tied to the hours defined by a store." The e-grocery channel has grown around the world and is emerging as a new shopping experience that allows people to receive orders from their favorite stores, in the comfort of their home and at the time they want, even as fast like in an hour ", he explains.Linked with this, Walmart Argentina and Mercadoni allied to deliver products at any time, without waiting or slots. The agreement provides for delivery in less than two hours in the City of Buenos Aires, through a network of more than 500 pilots."This test that we launched in the City with our ally will allow us to gain capillarity, coverage and immediacy in the delivery of more than 10,000 products, which is another possibility for our customers to continue saving money and improving their experience", says Fernando Robirosa, deputy director of e-commerce at Walmart Argentina.Francisco Zoroza, Carrefour's communications manager, explains to iProUP: "With the use of technology, we incorporate day-to-day changes to integrate branches with the digital world, although e-commerce worldwide is very relevant. , we continue betting on omnichannel. ""Today we see that there are no formats consumers, but they visit us with different frequencies in all of them: Carrefour online, Hypermarkets, Market, Express and Maxi, anyway, we intend to serve our customers through our online platform and home delivery in 2018. Therefore we will expand the assortment, including food and beverages, among other products, "he adds.On the Supermarket DÍA side, its executives say: "We are looking to be closer to our customers, generating more savings and more families through new stores, as well as developing our e-commerce website, DIA online."In the food category, we recently launched the delivery to all of CABA and we also have certain pick-up points, and we aim to have many more, since capillarity is one of our strengths", they complete.This year, the company has reinforced the digital strategy with an intersectoral work, mainly in the areas of marketing, systems, operations, logistics and commercial. The objective is clear: "Enhance growth and achieve a true digital transformation," says the company."The supermarkets, along with the retail of the traditional channel, we have many challenges ahead in terms of electronic commerce: the change of culture, the way of working integrating the physical and online world, and also those related to service and logistics Teamwork among all areas of the company is a fundamental requirement for the success of the project on the web, "they say.This initiative is in tune with the DIA Group's global strategy to deploy an aggressive plan for its online sales. To achieve this, seeks to strengthen the partnership with Amazon: the chain is present on the Prime Now platform, one of the sections of the store and has signed an agreement to bring in an hour more than 5,300 fresh and packaged foods in several cities in Spain.It is clear that the future of the firm goes through the technology applied to promote and facilitate the sale of food. The data show this: in Spain, for example, e-commerce has grown 42.8% in just nine months.Another relevant fact is the rumors that Amazon is buying DIA. This would allow Jeff Bezos to gain a significant market share in a large number of countries, including Argentina.The steps towards omnichannelFor the representatives of Supermarkets DIA, "the online channel is a complementary strategy, not exclusive"."As far as our country is concerned, there was a great increase in e-commerce in the last four years, but it will continue to grow exponentially, and it is estimated that sales on the web will represent 15% in the medium term. ", argues the company.For the spokesperson for Cencosud, there are aspects that make one supermarket different from another. On the one hand, the mix of articles. "The user who relies on a brand in the physical will also rely on digital because the products are taken from the store," says Jebsen.The second is the technological platform. The third, the one related to how the merchandise arrives. "In our case, more than 50% of the products are withdrawn, that is, the customer goes to the store, and finally, the fourth pillar is everything that has to do with the promotion," adds the board.For DIA executives, those supermarkets that do not adapt their offer to this type of demand will tend to lose competitiveness."We must be at the service of the customer, of what they need whenever they want, in any format, online or physically, offering proposals for local stores." The user must be able to enjoy a comprehensive shopping experience, regardless of the channel in which it is ", they emphasize."The physical stores will not disappear in any way," says the Walmart manager. "The adaptation to the digital and omnincanalidad allows us to have a wide range of consumer profiles and at the same time understand the current Consumer Journey (tour of the client), in which many of them continue to choose the physical store to make their purchases" , complete.In this sense, the manager says that the company is "committed to investing in the remodeling of the premises so that customers enjoy a purchase option with all the assortment of products and categories available in the gondolas."To summarize his strategy, the executive stresses: "This means not only the development of new apps, the improvement in self-management of deliveries, the expansion of withdrawal points or the reduction of home delivery windows, but fundamentally that our customers save money. and time. "Supermarkets have a challenge ahead: build a good shopping experience on their e-commerce sites. In this sense, Florence Lovera, marketing manager of in Store Media Argentina and Chile, warns that "the online buyer has different demands compared to the shopping experience in the physical supermarket." As long as they are not covered, it will remain the king of the sector "In short, the physical and online supermarket should be complementary, fulfilling different shopping missions and needs."From in-Store Media we are committed to omnichannel, a simultaneous and complementary strategy that seeks the highest user satisfaction, without losing sight of the operational efficiency and business objectives of retailers and brands," concludes Lovera.