ORLANDO, Fla., Oct. 22, 2019 /PRNewswire/ -- Gartner IT
Symposium/Xpo 2019 -- Nielsen (NYSE: NLSN) today announced
its predictions for 2020 and the decade ahead from Gartner IT
Symposium/Xpo. Built on the most holistic and predictive view of
consumer purchasing habits, Nielsen anticipates that 2020 will
represent an inflection point for trust and transparency, 5G and
time to purchase in the U.S. retail and consumer landscape.
Nielsen's forward-looking vision is fueled by the open,
cloud-based Nielsen Connect platform, which helps CPG manufacturers
and retailers more easily spot emerging trends and diagnose
performance gaps. Leading consumer packaged goods (CPG) retailers
and brands, including P&G, are successfully leveraging
Nielsen's tech-driven, cloud-based approach to delivering insights.
As noted by John Myers, Director,
North America Analytics and Insights, P&G, "We see Nielsen's
data and cloud-based technology as important levers that will
benefit P&G US as we develop breakthrough Analytics &
Insights to help us better serve billions of consumers around the
world."
High-level predictions include the following:
- Privacy concerns and misinformation will threaten brand
credibility. Trust in today's society is at a low point—yet
consumers still expect that brands know them and cater to them.
Privacy legislation would not solve every issue of truth and
transparency. Big brands will have to confront and counteract the
consequences of social network attacks, such as activists using
deepfake to destroy the credibility of a brand. Trust underpins the
privacy, misinformation tug of war, and the torch must be carried
by both businesses and consumers.
- Transparency will be tomorrow's brand
currency. Brands across all industries will have an
opportunity to deliver on the "Healthy for Me & Healthy for We"
expectations consumers have. Interest in what was previously
considered 'behind-the-scenes' information about a company's
operational footprint will become mainstream topics of
conversation. This will tee up opportunities for companies across
industries to grow trust and authenticity while delivering on the
need for urgent action on climate change.
- Manufacturers will produce locally to win globally. With
the winds of protectionism, trade wars, slower overall growth and
increasing effects—and awareness—of climate change, we're entering
a new era in consumerism. With the duel impetus of tariffs and
consumer alignment with locally sourced products and waste
reduction, manufacturers will face increased pressure to produce
locally, import fewer goods and search for economic
differentiation. Supply chains will continue to be reimagined to
deliver on consumers' increasing desire for sustainable
products.
- Smart supply chains will anticipate and react to consumer
demands. As retailers increasingly focus on owning the
supply chain from start to finish and further blur the line with
manufacturers as they grow their private label brands, the industry
will gradually shift to more granular, end-to-end supply chain
analytics. Brands and retailers who win the 2020s will succeed not
based on their front-end pricing and promotion analytics, but the
granularity and end-to-end depth of their data science.
- 5G will revolutionize the Internet of Things for
retail. With 5G, the Internet of Things finally becomes a
mainstream reality, providing end consumers with access to more
data at their fingertips with virtually no response delay—so
they're less limited in their ability to come to an informed
decision on the retailers and brands they want to work with.
Meanwhile, 5G will transform smart packaging and delivery, through
applications like smart sensors that can collect real-time data to
ensure viable internal package conditions for food and
medications.
- Time and trust will dictate consumer relationships with
retail. Increasingly frictionless commerce in both a click
and brick world will change the game for retail. From pop-up shops
with cashier-less payment to automated warehouses in urban centers,
fusing the overall consumer experience with smarter, intuitive tech
is the future, as consumers require zero resistance from discovery
to assessment to shopping to payment to fulfillment. Speed and
convenience will drive behavior—and every millisecond reduced is a
battle won.
- Try-before-you-buy will come into consumer homes.
There's a push-and-pull between the in-store experience and the
convenience of shopping at home. Augmented reality (AR)
technologies will improve, and 5G will indirectly reduce barriers
to entry, based on the shift to cloud and enablement of smartphones
to be AR devices. Yet AR can also improve the brick-and-mortar
experience with special in-store promotions accessible via
smartphones. As such, mobile, AR-based buying will reach a critical
mass—and up the ante for brick-and-mortar to keep consumers coming
back with experiential benefits.
"The true value of today's emerging technologies has remained in
the hype cycle for much of retail and CPG, but the dawn of a new
decade will see a rapid acceleration in meaningful use cases," said
Jeanne Danubio, President,
Nielsen Connect, North America. "From the transformative effect
of 5G to the increase in frictionless commerce—all underpinned by
trust and transparency—the consumer landscape will become
increasingly complex. We are eager to continue providing our
clients with the data to decide, thereby shaping a smarter market
for our clients, in 2020 and beyond."
For additional information on Nielsen's predictions for the
future of retail, CPG and technology, please visit the Nielsen
booth #808 at the Gartner IT Symposium/Xpo. Nielsen is cited in
Gartner's March 2019 report, "Best
Practices in Developing Retail Curbside Fulfillment." (1)
- Gartner, Best Practices in Developing Retail Curbside
Fulfillment, Tom Enright,
March 28, 2019.
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ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data
analytics company that provides the most complete and trusted view
available of consumers and markets worldwide. Our approach marries
proprietary Nielsen data with other data sources to help clients
around the world understand what's happening now, what's happening
next, and how to best act on this knowledge. For more than 90 years
Nielsen has provided data and analytics based on scientific rigor
and innovation, continually developing new ways to answer the most
important questions facing the media, advertising, retail and
fast-moving consumer goods industries. An S&P 500 company,
Nielsen has operations in over 100 countries, covering more than
90% of the world's population. For more information, visit
www.nielsen.com.
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SOURCE Nielsen