2021 was a year of adjustment in which the economy slowly recovered from the outbreak of the Covid-19 pandemic, a year that many believed would see a return to normalcy, but the new Omicron version has given the world a once-in-a-lifetime look. Shaken again as a fresh reminder that, no, Covid is not gone yet.
What does the next twelve months have in store for us? In 2022, we will continue to reshape the world with one thing in mind: to build our new reality … a direction that major retailers and brands are already moving towards by reorganizing their channels and resources. Were engaged.
Looking to the Future, Alfredo Perez, International Business Development Manager TiendeoExplains the trends and tools used by retail leaders and professionals, acquired by them Hot Retail Trends 2022 Study*.
1. Increased focus on e-commerce and digital channels
Digital channels have become the preferred medium to connect with consumers due to change in shopping habits. according to statistics, Digital marketing (83%), social networks (73%) and e-commerce (63%) are positioned as the most relevant media for marketers in Latin America., The major role that e-commerce is playing in this area is evident, 7 points higher than the international average.
In fact, in the pursuit of greater detection of campaigns, content personalization and automation strategies, retailers and brands have opted to implement the digital transformation of the consumer industry, leading to continuous interaction with the customer across both online and offline channels. be encouraged, resulting in 57% of marketers favor digital channels while 41% lean towards offline channels,
2. Long live social shopping!
64% of the world’s population shop through social media1Marketers are clear about where they are going to spend their advertising dollars. According to the Tiandio study, 58% of retail executives will increase their advertising spend on social media over the next 12 months.
Although social shopping is a well-established trend in other parts of the world, this year the retail sector in Latin America will take full advantage of the benefits of social shopping. Accenture estimates that by 2025 the largest volumes of sales in this channel will be in clothing (18%), electronics (13%) and home (7%).
3. Customer Experience Above All
The main challenge facing retailers today is to identify the right timings and channels to engage with both potential and repeat customers. Provide them with a seamless and frictionless shopping experience.
According to Hot Retail Trends 2022 Study, for 44% of Marketing Professionals, User Experience is the Most Important Aspect to Consider in Their Strategy, Under this premise, retail is developing multi-touch strategies such as ROPO (Research Online and Purchase Offline) so that the consumer can have different choices and conversion points when making a purchase, be it on the web, e-commerce Or in a physical store.
4. More Innovative Stores
Digital mannequins that learn about your favorite items and guide you through aisles, cashierless self-checkout stores, smart shelves that verify product availability, or virtual try-on sessions, yes, these are the stores of the future .
Perez says, “With the incorporation of breakthrough technologies (augmented reality, artificial intelligence, etc.) throughout the sales process, we will increasingly see autonomous stores that allow consumers to find what they are looking for almost instantly, giving them access to a range of products and services.” In need of immediate attention, try it before you buy it and (why not) pay for it quickly, making a simple purchase a multi-sensory brand experience”. has already taken the plunge into this new way of interacting with customers to compete with
5. Focus on circular economy
Customer concern for the environment has prompted retailers to become more environmentally conscious in their strategies to find a balance between economic growth and sustainability.
In sustainable practices like circular economy where production cycles are closed to make the most of natural resources, the role played by digital tools is significant. In 2021, many retailers began implementing more sustainable marketing actions with the digitization of promotional catalogs, which has long been considered the key to creating brand awareness. This type of model favors reducing industrial waste by up to 80%.
Thus, industry professionals will increase their investment in digital advertising to communicate with customers, and Digital channels will account for 86% of the budget allocation this year, while offline media (outdoor advertising, catalogues, etc.) will account for 14%.
* Study in EMEA and LATAM based on opinions of 358 directors and brand managers in the consumer sector across multiple categories (supermarkets, home, fashion, electronics, beauty, toys, DIY, pets, sports, health and travel) between November 8 was done. , 2021 and December 13, 2021.