CONSUMER

AND RETAIL TRENDS

Trade Marketing and Category
Management

David M. Moreno V.
 FROM WE TO ME RETAIL

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 FROM WE TO ME RETAIL

DEEP HYPER-
RETAIL PERSONALIZATION

•  Understand profound customer’s learning •  Tailored shopping, experiences,

•  Behavioral and real-time data products and services.

Source of data: DATA DATA + Source of data:

•  Searches •  Emotional data AI
•  Purchases •  Eye movements Imagine recognition
•  Views •  DNA Mood analysis

Retailers know what you need before you do

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 CONSUMERS GET PRICE SAVVY RETAIL

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 CONSUMERS GET PRICE SAVVY RETAIL

Paying less for more and bragging about it

Own product research, prioritizing value

Consumers expect the price to reflect their mission:

value(s), convenience and experience.

Traditional path to purchase has changed:

•  81% Online research before purchase
•  89% Begin purchase with a search engine
•  75% Quality don’t goes hand in hand with high prices Compare all the best prices on the
internet and at nearby stores.

Modern shopper don’t want to pay full price and aren’t afraid to share opinions
through reviews

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 THE RISE AND RISE OF VOICE RETAIL

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 THE RISE AND RISE OF VOICE RETAIL

Humans are more comfortable communicating with robots and, in many cases, robots simply get
the job done faster and more efficiently.

AI’s impact on retail grow substantially in two key areas: smart speakers and chatbots.

Smart speakers: Chatbots:

Chatbots will be involved in 85% of all types of business to customer interaction by 2020.

They offer businesses the opportunity to provide personalized online customer experience.

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 EXPERIENTIAL RETAIL IS COMING TO LIFE RETAIL

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 EXPERIENTIAL RETAIL IS COMING TO LIFE RETAIL

By creating a more immersive experience, retailers can

Retailtainment drive people to their stores and ensure they leave not
just with products but also memories.

More than three in four (78 percent) would choose to

Millennials spend money on an experience or event, and share it
on social media.
Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 PLANET FRIENDLY IS DUE TO ARRIVE RETAIL

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
 PLANET FRIENDLY IS DUE TO ARRIVE RETAIL

Sustainability is no longer optional in retail.

The green generation make sustainable

shopping a priority, a third of consumers now
choose to buy brands based on their social
and environmental impact.

Nowadays, retailers cannot just say they have

a goal, they need to show the consumer that Females householders
they are acting upon it.

Source: Retail Trends 2019 – Global Consumer & Retail, February 2019, Available in KPMG International Web Page
MAKING E-COMMERCE SHIPPING FASTER RETAIL

E-commerce continues its march toward becoming the most popular shopping
medium across the board. In September 2018 the sector expanded by 11.4%.

A recent study found that the amount of time people are willing to wait for free
shipping has dropped from 5.5 days in 2012 to 4.5 days on average.

Source: 5 Trends that will redefine retail in 2019. Forbes

 POST AUTHENTICITY CONSUMER
FALS
IFY
AUTHENTICITY HONESTY

TRUTH

INFLUENCER MICRO-INFLUENCER

•  Falsehood •  Credibility
•  Just for money •  Better Acceptance

Source: P&M Magazine

 AGE AGNOSTIC CONSUMER

•  Increase life expectancy

•  Baby boomers (55 -73
years)
•  Techno Obsessed
•  Looking for products to
stay young

Older people want to feel, behave and be treated as younger

Source: Euromonitor
 BACK TO BASICS FOR STATUS CONSUMER

•  No industrial products
•  Show individuality
•  Unique, sophisticated,
high quiality,
handmade, sustainable
products.

Less is more
Source: Euromonitor
 CONSCIOUS CONSUMER CONSUMER

•  No consumerism
•  Animal friendly attitude
•  Alternatives to meat and dairy
•  Clothing free of leather and skin

Being mindful in your buying

Source: Euromonitor
 DIGITALLY TOGETHER CONSUMER

•  Comfort thanks to technology •  Online dates •  Online games

•  Virtual meetings •  Education •  Social networks

Proximity is no longer a boundary

Source: Euromonitor
 EVERYONE’S AN EXPERT CONSUMER

•  Maximum quality at the

lowest price
•  Consumer knows everything
•  Information from others, not
marketing
Knowledge is power

Source: Euromonitor
 FINDING MY JOMO CONSUMER

•  Technology disconnection (social networks)

•  Personal data and private life protection
•  Personal development activities/experiences
•  Time for me and my real wishes

The joy of missing out

Source: Euromonitor
 I WANT A PLASTIC FREE WORLD CONSUMER

•  Special attention in plastic free products

•  Companies challenge

Consumers taking direct action to eliminate plastic waste

Source: Euromonitor
 I WANT IT NOW CONSUMER

•  Lack of time
•  Fast lifestyle
•  Immediacy

Efficiency-drive lifestyles and frictionless experiences

Source: Euromonitor
 LONER LIVING CONSUMER

•  Independence advantages
•  High divorce rate (baby boomers)
•  Marriage and coexistence rejection

Loving the single life

Source: Euromonitor