The worst of the pandemic could also be over in lots of elements of the world, however enterprise leaders in client know-how and durables nonetheless face a rocky street forward. But it surely’s not all doom and gloom. Manufacturers and retail groups that arm themselves with well timed, data-informed intelligence and domesticate the flexibility to evolve can nonetheless attain sustainable progress and cater to altering client wants. A enterprise intelligence supplier for the worldwide client merchandise business, GfK unpacks the macro-trends and challenges of 2022 and reveals enterprise leaders what they will do to optimise their choices.
Macro-trends for 2022
After seeing important progress in 2021 following the emergence of recent dwelling, working and consuming developments on the again of the Covid-19 pandemic, the buyer know-how and durables business faces a lot of hurdles in 2022 and past. A confluence of challenges, together with inflationary pressures, provide chain disruption, declining client confidence, environmental considerations and, after all, the struggle in Ukraine, will put enterprise leaders by way of their paces this yr and past.
Deceleration – Towards a backdrop of restricted journey, distant working and social distancing, the worth of the market grew by a report excessive of 12.2 per cent in 2021. At-home espresso machines, juicers, tablets and wearable know-how – beforehand seen as luxuries – all of the sudden grew to become extra important. Whereas the market appears set to proceed its upward trajectory this yr, there can be an inevitable slowdown, with a forecast worth progress price of simply 2 per cent, representing a drop of roughly $110bn.
Inflation – Though the worldwide financial restoration has thus far been pretty secure, GfK predicts that the rebound will lose momentum on account of inflationary stress that’s pushing up each prices for manufacturers and costs for customers.
Inflation is being pushed by:
• Ongoing disruptions in vitality, meals and commodity markets
• Gas shortages, that are pushing up manufacturing prices
• Provide chain disruptions which can be inflicting bottlenecks and shortages of products
Declining client confidence – The image of world client confidence stays fragmented and unpredictable. Whereas an easing of essentially the most acute pandemic restrictions in most areas appeared to quickly alleviate some client uncertainties, inflation, rises in meals and vitality costs, new Covid variants and the struggle in Ukraine have dented confidence as soon as once more. In line with GfK, solely 34 per cent of customers imagine their financial state of affairs will enhance 12 months from now, in contrast with 41 per cent in 2019.
Options and techniques
Nevertheless, all just isn’t misplaced. GfK will supply methods to assist manufacturers and retailers climate the storm throughout its Decode the Future digital occasion in Could. Whether or not revamping strains to incorporate premium and sustainable merchandise or leaning about information to information course, bosses who pay attention and reply to the market can nonetheless win large.
Premiumisation – Regardless of dwindling client sentiment, GfK says customers are prepared to pay extra for merchandise with perceived high quality or added worth. Premium strains and stronger, bolder model identities that join emotionally with customers might assist companies elevate worth factors to alleviate the decline in demand.
Spend money on the brand new regular – A brand new hybrid work tradition has emerged for the reason that begin of the pandemic. Whereas many customers happy their want for private electronics and at-home home equipment in 2020, good manufacturers ought to create merchandise that faucet into the brand new, extra linked client personas which have emerged. Home equipment with a number of features and electronics that present comfort by way of the web of issues will stand out from the gang.
Seamless omni-channel – Covid-19 has accelerated client migration on-line, with calls for for manufacturers and retailers to supply choices throughout a number of channels persevering with to develop. GfK advises utilizing AI-powered information, business experience and cross-functional collaboration to information a holistic omni-channel method for a seamless consumer expertise.
Go early on moral – Alternatives abound in social and environmental sustainability for client know-how and durables. Enterprise leaders can put themselves in a number one place by performing first on sustainability, demonstrating added worth for customers and avoiding the potential dangers of not performing rapidly sufficient.
Be data-driven and agile – With the struggle in Ukraine and Coronavirus simply two of a number of unpredictable international components, C-suites ought to attempt to anticipate stress on the price of items, provide chains and client funds. Use information and analytics to observe client sentiment and priorities extra carefully and be prepared to change technique when the market calls for it.
For extra insights on 2022 developments, alternatives and proposals, obtain our newest State of Client Expertise and Sturdy report. Discover regional breakdowns for key areas, and sensible methods that will help you navigate the uncertainty and keep forward of the market.
By Crystal Reid