Predictions for retail marketing in 2022. A Mediascope perspective

The pandemic continues to influence the way retailers and brands implement business strategies. 2022 will be a year of investment dedicated to new partnerships, as retailers are in a process of repositioning their business model, operations, and the way they communicate, to thrive in a post-pandemic world.

Looking ahead to the next 12 months, they provide opportunities to restructure outdated supply chains, correct inventory management, revise prices, rethink and plan the promotional periods, and reinvent the physical store for the digital age. Given the speed with which consumers have changed their behavior over the past two years, the big players have had to be more cautious. The most visible changes implemented by brands have been the expansion of online channels and the automation of things.

These will probably require completely new ways of thinking and long-term commitments from retailers, but these efforts could forever change how they operate. In the last two years, the consumer has become more interested in a healthier lifestyle and more aware of the personal impact on the environment. According to the EY Future Consumer Index, 68% of consumers expect companies to address their sustainability issues, 31% say they spend more on products that are sustainable and environmentally friendly, and 64% are willing to change their behavior if this is to the benefit of society. Brands have reacted to this change, and we have seen many companies initiate sustainability and circular economy programs.

The current consumer’s decision weighs heavily on the value for money and is more sensitive to promotions. At the same time, he is eager to buy the necessary products or services online, especially since personal health and safety remain a priority. Three-quarters of Romanian consumers said that the preference for online shopping increased during the pandemic, according to a study conducted by Google in the summer of 2021. And the trend will continue in the next period, especially since 9 out of 10 Romanians say they will continue to buy online. Nowadays, consumer behavior is a mix between restraint and the fulfillment of all the desires that have been repressed in the last two years.

Under these conditions, how can brands build or strengthen their relationship with them? Through transparency and adaptability, companies can attract and retain new consumer types. People react positively to the brands that share their values, and this creates the perfect basis for a trusting relationship between customer and brand.

The pandemic has generated a wave of innovation among retail and consumer goods companies, but 95% of consumers say they have made at least one permanent change in their lifestyle in the last year, according to a study by Accenture conducted in 2021. The past two years have been marked by undeniable changes or ones that will show their effects in the next period, and the brands have to pay attention to how they continue to be relevant concerning the consumer in the future. They need to give people a sense of safety and their product portfolio must be constantly optimized so that they are aware of current needs and cover changes in consumer behavior.

The pandemic has generated a wave of innovation among retail and consumer goods companies, but 95% of consumers say they have made at least one permanent change in their lifestyle in the last year, according to a study by Accenture conducted in 2021. The past two years have been marked by undeniable changes or ones that will show their effects in the next period, and the brands have to pay attention to how they continue to be relevant concerning the consumer in the future. They need to give people a sense of safety and their product portfolio must be constantly optimized so that they are aware of current needs and cover changes in consumer behavior.