The Retail Workshop 2025, organized by Intcomex, was consolidated as a decisive meeting point for the region’s technology ecosystem. The event brought together manufacturers, resellers, and retail specialists to analyze the trends that will shape the future of consumption in Latin America. In this space for exchanging ideas and strategies, one of the most outstanding moments was the conference delivered by Argentine brand strategist and expert in non-traditional market research, Juan Bernárdez.
Bernárdez shared findings from more than 70,000 consumer interviews conducted across 10 Latin American countries. His message was clear: the pandemic left permanent marks on shopping habits, and understanding those changes is essential for technology retail.
Bernárdez explained that today, six out of ten consumers feel they are paying more than they’re getting. This isn’t a mathematical calculation—it’s a perception shaped by the pandemic: “I thought ten times before spending my money. We learned to be more efficient and more demanding.”
One of the deepest shifts, according to Bernárdez, is that consumers now buy with the future in mind: “They’re not just buying what you sell—they’re buying something that won’t become obsolete, break, or fail. They want it to last.”
The pandemic reinforced this pattern: “We all wanted to buy the future, from vaccines to detergent. And that habit stuck. Today, people want guarantees, durability, and stability.”
Another driver he identified is the desire for autonomy. People no longer want to depend on anyone: “During the pandemic, we all learned to solve things on our own—from cooking recipes to technology. That consumer won’t accept someone saying ‘this is the best because I said so.’ They want to understand the logic so they don’t depend on anyone.” This changes the role of tech retail: stores are no longer just places to buy—they are spaces to learn.
Bernárdez closed with a direct call to action: “The pandemic was the biggest loss of control in our lives. And that consumer will never give up control again. Today, anyone who doesn’t offer clear options, efficiency, and future-proof products will lose sales.”
Through practical examples, he invited resellers and retailers to rethink how they communicate the value of their products, prioritizing transparency, durability, and the overall experience.
