Insulation heats up home & construction sector

One of the premises of the new normal is that consumers tend to spend more time at home after the Covid-19 pandemic, even with the loosening of social distancing. Since the beginning of isolation, consumers have been resignifying the relationship with their homes, which have become workspaces, school, gym and restaurant at the same time.
Like other segments, the construction, furniture and decoration sectors suffer the impacts of physical store closures and declining sales, but on the other hand, they take advantage of emerging demands from consumers at home.
"We soon realized that social isolation caused people to create new relationships with their homes. Organizing and making the house more comfortable became a clear priority overnight. People are transforming their homes, finding spaces that were previously forgotten and seeking to make them more functional," says Maurício Ferro, head of marketing and communication at Tok&Stok.
This tendency should not be weakened with the relaxation of confinement. "Many people are expected to extend this stay at home a lot, as several companies have already announced permanent home office policies. More than that, in their own leisure moments, the trend is that people should stay more at home to frequent public spaces and with agglomerations", adds Pablo Satyro, director of marketing and e-commerce of telhanorte and Tumelero networks.
According to a survey of the company with its customers, conducted in May, 44% started a work after the start of quarantine. Not by chance, brands linked to these sectors are investing in online sales channels, integrating with digital services and intensifying the production of content on home care.
With stores closed since the pandemic began, Tok&Stok has invested in creating a sales channel via WhatsApp and online chat. "We understand that many customers didn't feel so comfortable shopping online without the help of an expert. With these channels, we enable live consultations with our attendants", explains the head of marketing.
Telhanorte and Etna, in turn, instituted drive-thru purchasing systems with respect to social isolation. Telhanorte also created a traveling truck, the "Telhanorte já", which passes through condominiums, offers products at cost price and free loan of tools. It also enabled exclusive sales conditions for the elderly, such as free deliveries. "What we have done is provide service, reversing our business vision to a vision of understanding the present moment. We want to help people build the experience they need inside their home," pablo says.