CONCLUSION
Navigating New Norms
From insight to action; steps to success
The retail narrative across the region is one of diversity and differentiation. Each country, with its unique palette of chameleon-like behaviours and channel dynamics, paints a picture of the omnichannel reality, demanding a retail strategy that is as varied as the region itself.
And though we see some stabilising patterns, it is far from a static picture. As the Latin American retail maze grows more complex, advancements in technology and evolving consumer expectations will further entwine the channels of commerce.
For retailers and brands, improved performance hinges on offering complementary SKUs across the channel range and astutely adjusting pricing to match. Listings negotiations will become pivotal, as will prioritising the right channels while maintaining a presence across the spectrum.
Category management is foundational and requires constant re-calibration. Brands must interrogate whether their products are strategically aligned with shopper missions and whether they are adept enough at engaging and converting in a landscape where consumers typically engage with an average of six channels. Knowing which channels serve as touchpoints and which drive conversions can be the difference between trailing market trends and setting them.
In a world where omnichannel is becoming the norm, the ability to influence the shopper's journey — ensuring the right product meets the omnishopper at the right time and place — is paramount
