El gasto del consumidor es estable en los países desarrollados y aumenta en los mercados emergentes como China, India y Brasil.

In many countries, retail represents around 10 percent of a consumer’s income.  That spending occurs in supermarkets, hypermarkets, department stores, malls, exclusive brand outlets, and online portals.

La dura competencia entre marcas, actores locales posicionados favorablemente y grandes corporaciones transfronterizas hacen que el éxito en esta industria resiliente y lucrativa sea extremadamente desafiante. Para tener éxito no sólo se requiere una fuerte presencia entre consumidores objetivo específicos, sino también una adhesión consciente a las mejores prácticas.

Las mejores prácticas de la industria minorista que pueden generar crecimiento son las siguientes:

1) Gestión eficaz de la marca

Given the horde of retailers vying for the attention of consumers, establishing a unique personality for a business is the best way of distinguishing it from competitors. Having a brand that favorably stands out is already half the battle won.

One way for retailers to send messages that resonate with customers is to convey their corporate philosophy in ways that are easily understood by consumers. Messaging, storytelling, branding, corporate culture and values have the potential to define a brand and distinguish it from others.

2) Compromiso con el desarrollo comunitario y la sostenibilidad

Given the clear preference of advanced markets for brands and companies that consistently adopt sustainable practices, the list of tomorrow’s leading retailers will be composed only of businesses with demonstrated commitment to environmental protection. Any business that carries a tinge of environmental neglect will be punished by a consumer base that is increasingly becoming aware of (or are already suffering from) its negative impact.

Corporate social responsibility, Community Development and Human Resources can help Retail Compañías achieve these objectives. The type of foundations, charities, or advocacies that a company proactively supports help form the company’s profile among its customers. Businesses should focus on those that share a strong affinity with their core values. Employees have the opportunity to be trained, nurtured and deployed not only to perform their designated tasks but also to visibly exemplify the company’s core values.

3) Seguridad Integral y Ciberseguridad

It is not uncommon for physical retail outlets to encounter walk-ins who just intend to steal, vandalize, or harm facilities, staff, and other customers. Where appropriate for example monitoring systems could be deployed. In addition, the incidence of digital- or internet-related crimes are increasing and having a reliable Cybersecurity to wall out hackers is extremely important. Already, some of the largest hackings and massive consumer identity breaches have focused on Retail companies and their Credit Card products.

4) Estrategia multicanal

Today’s minorista landscape is rapidly evolving with the adoption of new technologies, processes, and approaches. Retail companies are focused on Omnichannel and aligning messaging across Stores, Mobile Technology, Apps and Social Media.  To remain meaningful and relevant, retailers deploy their unified messaging not only in traditional channels, but also in social media channels and the mobile environment.