Paula Goni

Paula Goni 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.

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Expertise

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

Article

New Digital Interfaces and Experiential Offerings Reshape Retail

29 May 25

Retailers’ constant experimentation with new concepts and formats helps to lay the groundwork for the industry’s future. In 2025, one of the most important areas of innovation in retail formats – new digital interfaces – focuses on the online realm. Another – experiential retail – focuses on the offline. This emphasis on both the digital and experiential dimensions of shopping underscores the strategic role that new concepts are playing in shaping the retail industry’s evolution.

Christele Chokossa

Christele Chokossa

Article

The Loyalty Game: Key Strategies Driving Brand Success

3 Oct 24

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.

Nadejda Popova

Nadejda Popova

Article

Unleashing the Power of Play: Gamification Brings the Fun In-Store

11 Apr 24

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.

Paula Goni

Paula Goni