Seguros Falabella | Strategy


Rombo si señor
Seguros Falabella Casos de Éxito Si Señor Agencia

During Q1 2020 the digital evolution and transformation of companies has been accelerated by 75% by the arrival of a pandemic that changed their operations and how they connect with their customers.

Consumers have become even more demanding, looking for unique value offerings that fit the new barriers between them and brands: their home. 

In the following document we present insights, studies and a strategic approach to adapt to the “new normal” and enhance business metrics from the digital world.


  1. Introduction
  2. Digital Landscape Colombia
  3. Consumer
  4. Category
  5. Opportunities
  6. Strategic Approach
  7. Tactics
  8. KPIs

Digital Landscape Colombia

The digital evolution in the local market has increased in large numbers in relation to 2019, which evidences the importance of transferring physical experiences to the online world to enhance business models.

How is Colombia doing in numbers?


  • 69% penetration by 2020.
  • 35 million users.
  • Increase of 1M users between 2019 vs. 2020.


  • Penetration of 69% in 2020.
  • There are 35M active users in RRSS.
  • Increase of 3.4M users, 2019 vs 2020.


  • 60M Mobile connections.
  • Increase of 1.9M new devices.
  • Mobile connections equals 119% of the population.

Most visited websites

By 2020, digital media consumption has changed, with the following platforms showing the following performance in traffic and usability.

  • Google is the preferred platform for users to perform relevant searches at a consideration stage.
  • Social networks have become a space for entertainment and connection between friends, family and brands. 
  • Streaming is a habit that has increased due to confinement.

Use of social media

The arrival of new platforms and the increase of usability in others, has modified the Share of usability of each of the social networks, presenting the following metrics

  • Streaming is one of the most frequent habits, with. YouTube being the network with the highest usability
  • Facebook, Whatsapp and Instagram are the Colombian’s favorite networks.
  • Por los nuevos hábitos del consumidor, Twitter ha reducido significativamente su usabilidad en 2020.

Facebook in numbers

It has a total of 32 million users, representing 78% of the total population, with a 51.5% female audience and a 48.5% male audience.

Instagram in numbers

The social media has a total audience of 12 million users, which represents 29% of the population, a figure that has increased by 6.2% in the last quarter.

The female audience on this platform represents 56.4%, while men account for 43.6%.

Twitter in numbers

The social network TWITTER has an audience of 3.20 million, which represents 7.8% of the total population, a figure that has increased by 1.6% in the last quarter, with a male audience of 62.9% and a female audience of 37.1%.

Transformation - Consumption habits

  • Being able to make any type of purchase on the Internet for people is synonymous with convenience and time savings.
  • 28% of people see the Internet as a channel that offers better prices and promotions.
  • It is a channel where they can compare brands without having to travel.

How much time do they spend on the Internet?

  • 93% of people are making their purchases via mobile.
  • The place from where they do all their shopping is from home.
  • 82% of people surveyed use the internet on a daily basis.

Where do they search?

  • Social media takes up 50% of the search engines where people make a previous research to purchase a product.
  • The physical store is not the place to make a purchase at the moment, only 9% take it as their main channel.
  • Retail is attributed 23% of the access points as product search engines.

The consumer and the "new normal"

As physical and social isolation has become the new normal, consumer behavior has evolved. The “new normal” has transformed the way we express ourselves and the way we consume: content, products or media, and it is important to understand these habits in order to adapt and succeed.

What are the new consumer attitudes?

Time & Space

They are looking for new ways to occupy their time, be productive and be calm.

People are facing new challenges to maintain order and be comfortable…


The desire to experience, explore and find inspiration is starting to feel more and more like a necessity.

Their relationships

With a new appreciation for the importance of feeling good, people today prioritize their mental health.

At the same time, they crave connection to their immediate and global communities.

Consumption and expenses

They take a more conservative approach to discretionary spending, focusing on immediate needs, both material and psychological.

The consumer and the "new normal"