2021/2022 was a year of adjustments as the economy slowly recovered from the outbreak of the Covid19 epidemic, a year that many believed would mean a return to normal, but the new variant of Omicron shook the world like one again a new reminder, no, covid is not gone yet.
In 2022 to 2023, we will continue to reshape the world with one purpose: building our new reality. A direction in which major retailers and brands have already begun to move as they reorganized their channels and resources.
- Changing buying habits has made the digital channel the preferred medium for connecting with consumers. According to statistics, digital marketing (83%), social media (73%), and e-commerce (63%) are the most relevant media for marketers in Latin America. The leading role played by e-commerce in the region is evident, 7 points above the international average. Indeed, in search of better campaign traceability, content personalization, and automation strategies, retailers and brands have chosen
to implement digital transformation. of the consumer goods industry that encourages constant customer interaction across both online and offline channels, resulting in 57% of marketers preferring digital channels while 41% prefer offline channels. - Long live social shopping! With 64% of the world’s population shopping on social media1, marketers know exactly where they’re going to spend their ad dollars. According to the Tiendeo study, 58% of retail executives will increase their advertising investments on social media in the next 12 months. While social shopping is an established trend in other parts of the world, retailers in Latin America will be reaping the full benefits of social shopping this year.
Accenture estimates that by 2025, the highest sales volume in this channel will be in apparel (18%), electronics (13%), and households (7%). - Putting Customer Experience Above All The biggest challenge retailers face today is identifying the right time and channels to engage with prospects and returning customers to deliver a seamless and frictionless shopping experience. According to the Hot Retail Trends 2022 study, 44% of marketers rank user experience as the most important aspect to consider in their strategy. Under this premise, retailers are developing multi-touch strategies such as ROPO (Research Online and
Buy Offline) so that the consumer can have different alternatives and conversion points when making a purchase, whether on the web, in e-commerce, or a physical store. - Most Innovative Stores Digital mannequins that get to know your favorite items and guide you through the aisles, cashless self-checkout stores, intelligent shelves that check product availability, or virtual fitting sessions, yes, these are the stores of the future. By incorporating cutting-edge technology (augmented reality, artificial intelligence, etc.) throughout the sales process, we will see increasingly autonomous stores that allow consumers to find what they are looking for almost instantly, with immediate attention to their needs. Try before you buy and pay for it (why not) quickly too, turning a simple purchase into a multi-sensory brand experience.
- Digital tools play a key role in sustainable practices such as the circular economy, where production loops are closed to make the most of natural resources. In 2021, many retailers began to implement more sustainable marketing measures by digitizing the catalog of promotions, long considered the key to creating brand awareness. Therefore, industry professionals will increase their investments in digital advertising to communicate with customers, and this year, digital channels will account for
% of the budget allocation, while offline media (outdoor advertising, catalogs, etc.) will account for 14%.
