trendwatching.com's RETAIL RETOLD

RETAIL RETOLD
Why consumers are embracing these
five ways to retell the retail story in
Latin America.
SOUTH & CENTRAL AMERICA TREND BULLETIN
MAY 2014

One consequence
of a world in which
(almost) every place
and every moment is
shoppable?
That’s why South and Central American
consumers are embracing physical retail spaces
that deliver more: more than just a seamless
transaction, more than good value, more than
‘great customer service’ even.
From retail on the move, to self-improvement,
to social value and more, RETAIL RETOLD is
about five retail concepts that take aim at some
of consumers’ deepest wants and needs. In the
process, they reimagine the retail story for 2014.
Physical retail spaces increasingly
seem a less exciting, less
transparent, less choice-rich
option.
RETAIL RETOLDwww.trendwatching.com/trends/retail-retold 2

Five new RETAIL
RETOLD stories for
2014
and beyond:
The go-to option.
Part of the (retail) journey.
Selling a message.
The boundaries between offline and
online disappear.
Don’t preach, teach.
1. MOVING MERCHANTS
2. OK COMMUTER
4. SOCIAL STORES
3. OFF=ON=OFF
5. EDU-COMMERCE

RETAIL RETOLD

Now that ultra-busy urbanites can order online and
accept delivery in a day or two, their motivation to
travel to a specific store has fallen to near zero.
One consequence? Smart brands are finding new
ways to unchain themselves from fixed locations
and hunt out consumers where they are.
The go-to option.
1. MOVING
MERCHANTS

In 2013, 19% of Mexicans ate at a food
truck at least once.
(AGENCY DE LA RIVA GROUP, NOVEMBER 2013)

1. FEATURED INNOVATIONS: MOVING MERCHANTS
Botánicus
Refurbished truck sells flowers
around Bogotá

1. FEATURED INNOVATIONS: MOVING MERCHANTS
Nail Delivery
Manicure service comes to homes &
offices in Brazil

Listen up (think social media) and
consumers will tell you where they
are – and where they want you to be.
Go there!
NEXT
1. MOVING MERCHANTS

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In the bustling cities of South & Central America,
residents are constantly on the go (check out our
previous Trend Bulletin METRO MOBILITY, for
more on this!). What’s more, these time-pressed
consumers are determined to extract maximum
value from the minutes they spend traveling.
Consumers are already shopping on their
smartphones and browsing e-tail displays on train
platforms. Now, they’ll embrace forward-looking
brands that create unexpected combinations of
transport and retail, and help them eradicate any
remaining ‘dead time’ from their day.
Part of the (retail) journey.
2. OK COMMUTER

Inhabitants of São Paulo, Mexico City,
Buenos Aires, Bogotá and Lima face a typical
commute time of 1 hour and 28 minutes.
(MEGACITIES & INFRASTRUCTURE IN LATIN AMERICA - INTER-AMERICAN DEVELOPMENT BANK, MARCH 2014)

2. FEATURED INNOVATIONS: OK COMMUTER
Los Paleteros
Mexican paletas via drive-thru

2. FEATURED INNOVATIONS: OK COMMUTER
Beauty Bazar
Beauty in Brazilian subways

Urban mobility is changing across
the continent.
How can you devise new points-of-
sale that capture the attention of
consumers in cars, on trains, riding
trams, and more?
NEXT
2. OK COMMUTER

Consumers conditioned by the smartphone age
now expect retail platforms to deliver the best of
both worlds: the sociability and hands-on customer
service of physical, and the convenience and cost
benefits of e-tail.
This expectation will only intensify as the reach
of broadband and 3G improves: allowing both for
faster online experiences, and better integration of
digital into physical spaces.
Smartphone-toting consumers
have rendered the boundaries
between offline and online near
invisible.
3. OFF=ON=OFF

Online retail revenues in Brazil, Argentina and
Mexico will more than double from USD 20 billion
in 2013 to USD 47 billion in 2018.
(FORRESTER, DECEMBER 2013)
2013
2018

3. FEATURED INNOVATIONS: OFF=ON=OFF
iLoveMall
E-commerce ‘mall’ mimics physical
shopping experience in Brazil

Sodimac: Lector de
Catálogos
App provides augmented reality
renderings of Chilean catalog’s products

Leica & Arco
Camera purchasable for Brazilians via
Instagram

Sonae Sierra
Shopping malls use WhatsApp as
customer service channel

The blurring of online and offline is
ongoing.
Can you utilize wearable technology
to make any remaining boundaries
invisible and harness the best of
both worlds?
NEXT
3. OFF=ON=OFF

Consumers are busy taking full advantage of the
borderless online space, but this doesn’t mean that
place – local concerns, traditions, communities
and cultures – is forgotten.
Indeed, for many consumers, LOCAL LOVE is even
more important than ever as a means to assert
their own identities and mindsets amid the global
village. That means consumers will direct love,
attention and respect to retailers who engage in
local social and environmental issues, and drive
positive change.
Selling a message.
4. SOCIAL STORES

95% of Mexican prosumers (highly knowledgeable,
demanding, influential consumers) believe that
companies have the same responsibility as
governments to generate positive social impact.
(PROSUMER REPORT - HAVAS WORLDWIDE, NOVEMBER 2013)

4. FEATURED INNOVATIONS: SOCIAL STORES
Paris
Retailer rewards clothing donations
at Santiago music festival

Fenalco & Colombian
Agency for Reintegration
Government re-integrates ex-FARC
soldiers via store management program

BRMalls & Social
Solidarity Fund
Empty pop-up store designed to
receive donations in São Paulo

How can you add social value in your
community?
Work with nonprofits and
CIVICSUMERS to provide public
services that are underprovided by
the public sector.
NEXT
4. SOCIAL STORES

Even in regions where there is an established
middle class, there are always VIRGIN CONSUMERS
who are moving into new income bands (from low
to medium or even medium to high income) and
trying out new products or services.
That means a multitude of consumers who yearn
for guidance and advice when it comes to products
and services. One future for customer service in the
region, then? Retailers who don’t just preach about
the benefits of their wares, but instead teach how
to maximize value from them. In the process, they
offer education on associated areas: from culinary
skills to financial management and more.
Don’t preach, teach.
5. EDU-COMMERCE

South & Central America includes six out of the top 10
countries where consumers say they are more willing to buy
products and services from companies that support education:
Colombia 90%, Brazil & Venezuela 88%, Peru 87%, Chile 83%.
(NIELSEN, SEPTEMBER 2013)

5. FEATURED INNOVATIONS: EDU-COMMERCE
Interbank
Lima bank includes social learning
areas

5. FEATURED INNOVATIONS: EDU-COMMERCE
Magazine Luiza
Retailer provides classes and hosts
events in São Paulo

How can you enhance consumers’
knowledge and skills AND introduce
them to your product or service at
the same time?
Get the balance right and you’ll
create an unmissable experience.
EDU-COMMERCE
NEXT

MOVING MERCHANTS: Listen to where consumers
are – and go there!
OK COMMUTER: Offer new points of sale that
capture the attention of consumers on-the-go.
OFF=ON=OFF: Weave the digital and physical
together to create new kinds of retail experiences.
SOCIAL STORES: Drive positive change in local
communities – think partnerships with consumers
and nonprofits.
EDU-COMMERCE: Teach consumers about your
offering and enhance desired skills and knowledge,
too.
Just a quick recap ;)
Ready to start
RETELLING your
RETAIL story?

1. Our 2014 Premium ServiceOur free South & Central America Bulletins 2.
Subscribe to our South & Central America
Bulletins here.
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