Paula Goni Senior Consultant
santiago
Spanish, Castilian, English
About Paula
Paula researches and commissions channels research, overseeing retailing and digital consumer data and analytical content in Latin America.
Paula focuses on highlighting the diverse realities of countries in Latin America, helping clients gain insight into the particularities of consumers and understand the development and prospects of the channels preferred by these consumers. Paula is particularly interested in the development of e-commerce and the rise of omnichannel strategies preferred by retailers, as well as identifying innovative case studies that can help clients understand and take advantage of new opportunities. Paula has ample research and editing experience, having worked in various public and private settings throughout her professional career.
Recently Published Work
The Loyalty Game: Key Strategies Driving Brand Success
Nadejda Popova
In the realm of loyalty, a brand’s success hinges on consumers’ consistent engagement with its programme and decoding the best loyalty strategy to increase consumer connection. A well-considered proposition – one that incorporates a compelling call to action, encourages active interactions, and directly addresses consumers’ pain points – helps boost customer retention and captivates newcomers, fostering deeper engagement.
Unleashing the Power of Play: Gamification Brings the Fun In-Store
Paula Goni
With consumers rethinking their spending and retailers actively looking to revitalise their operations to increase their store appeal and sales, gamification elements as part of loyalty programmes stand as a powerful tool to facilitate engagement and in-store experiences, while enhancing the overall shopping journey.
Key Drivers for Private Label Growth in Latin America
Andres Chehtman
The share of private label sales in Latin America remains far below that of developed regions such as Western Europe and North America, indicating there is further opportunity for growth. Euromonitor International has examined the main reasons for the growth of private label in Latin America.