Amidst economic uncertainty, consumers are tightening their purse strings and being more cautious with their spending. But, in a surprising twist, it seems that the allure of that one big-ticket item they’ve been eyeing is simply too irresistible. People are willing to splurge if the emotional reward outweighs the financial cost, leading to a focus on finding lifetime pieces with emotional value. It’s as if consumers are trying to justify their purchase to themselves, in the midst of a tough economy.

With less than a week to go until Incubeta’s upcoming event ‘The Art of Chaos’ there’s still time to register and secure your spot at the live (or virtual) session. We’ll be taking a deep dive into the world of marketing and sharing valuable lessons on embracing uncertainty to succeed in challenging situations. Join us on Tuesday 25th April from Google’s Berlin HQ for an afternoon of insightful presentations, actionable takeaways, and more. 

The tug of war between personalization and data privacy continues to be a constant battle for local brands to navigate. While consumers demand a more personalized and tailored brand experience, they’re also becoming increasingly sensitive over how their data is harvested, used and protected. So how do brands skilfully navigate this in a way that respects their consumers data while providing a valuable contextualized experience? 

With consumers becoming more selective in their spending, retailers may be tempted to revert to classic strategies like sales, promotions, and product diversification. But in the face of inflation and supply chain disruption, it’s time to think bigger than price-cutting and product output alone. Connected marketing strategies that apply data, technology, and targeting with laser precision will be crucial for retailers to pivot holistically and deliver growth in 2023 and beyond.

Selling on Amazon or other digital channels can be one of the more effective ways to increase brand awareness, expand to different markets, and generate sales. However, doing so also leaves your business more vulnerable to unauthorized sellers, counterfeit producers, parallel importers, and more. If brands want to control their sales, they first need to have control over their brand across all their channels. This is what Brand Control is all about.

Retail consumers i.e. human beings are complex creatures, influenced by a myriad of factors when it comes to making purchasing decisions. Speed of delivery, cost of returns and product selection are all key factors to consider. But what happens when  unemployment, inflation, politics, war, and economic downturns play a key role in how consumers shop? In a world of continuous uncertainty, consumers are just as volatile as their surroundings and as marketers, we need to be taking this into consideration.