Por Yanina Otero

Cada vez son más las empresas que encaran estrategias para incentivar la demanda en un contexto de recesión. Desde congelar precios por un lapso de tiempo acotado, hasta promociones especiales. Todo vale cuando las ventas no repuntan.

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Los datos son elocuentes, según el INDEC las ventas en supermercados se desplomaron 11,4% en febrero respecto al mismo mes de 2023. A su vez, las ventas de los autoservicios mayoristas retrocedieron 6,2% interanual y la facturación de los shoppings cayó 18,4%.

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En este contexto, la cadena de supermercados Carrefour fue una de las primeras. Congeló hasta medidas de julio los precios de 1.500 productos con marca propia. La oferta va desde categorías de almacén, bebidas, artículos de bazar hasta de limpieza e higiene personal.

En tanto Dia siguió los mismos pasos y congeló durante abril los precios de 100 productos también de marca propia pero sumó otras seleccionadas. A esta oferta le agregó la opción de pago en hasta tres cuotas sin interés los miércoles.

Por su parte, la cadena de supermercados Libertad, de la provincia de Córdoba, también se sumó a la movida y esta semana anunció que congeló los precios de 10.000 artículos por los próximos 60 días. Las categorías, además de almacén, bebidas y productos de higiene personal, incluyen electro y bazar. La diferencia con las grandes empresas radica que el Grupo Libertad, que tiene más de 10 sucursales, es que no posee marca propia.

Combo explosivo: precios y tarifas

Lo cierto es que todas estas estrategias se enmarcan en la compleja situación económica que atraviesa Argentina en la que la demanda de productos de la canasta básica está en franco descenso mientras en paralelo aumentan las tarifas de transporte y servicios. Un combo explosivo que está llevando a las empresas a encarar promociones para tentar a los consumidores con los bolsillos cada vez más flacos.

Por caso, la empresa de bebidas Quilmes lanzó a mediados de mes el “Pacto de Quilmes”, en el que mantiene fijo el precio de la botella clásica de litro de la marca durante tres meses.

Por su parte, los supermercados, muy a pesar del ministro de Economía, Luis Caputo, siguen adelante con sus promociones especiales los fines de semana. Un relevamiento del sector da cuenta que los consumidores están aprovechando más que nunca las ofertas especiales para abastecerse.

Lo mismo sucede con los descuentos que pueden ofrecer las tarjes de crédito y las billeteras virtuales. La búsqueda de estrategias para el ahorro son moneda corriente entre los argentinos.

Apertura de importaciones en la mira

Más allá del anuncio del Gobierno de que abriría las importaciones de alimentos para incentivar la competencia, lo cierto es que las góndolas están lejos de mostrar ofertas con productos del exterior.

Muy nombrado fue el caso del pan de molde o lactal, que sería el primer producto en aparecer en los supermercados a precios diferenciales, algo que en la práctica todavía no sucedió. Por el contrario la góndola de importados sigue siendo una constante de algunos supermercados pero lejos de valores más bajos a los de la industria nacional.

Así las cosas, mientras algunas empresas despliegan estrategias para incentivar la demanda, otras ya no convalidan subas indiscriminadas de precios, pero lo cierto es que la demanda está lejos de recuperarse.