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.
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
Turning Transactions into Loyalty: How In-Store Touchpoints Power Reward Programmes
1 Sep 25With global retail projected to exceed USD20.8 trillion in constant terms by 2029, and e-commerce penetration to reach 28%, brick-and-mortar retailers must elevate their strategies and enhance the customer journey, especially when supported by well-designed loyalty programmes. To this end, retailers are increasingly leveraging in-store experiences and touchpoints to activate, reinforce and, crucially, personalise engagement.
Paula Goni
New Digital Interfaces and Experiential Offerings Reshape Retail
29 May 25Retailers’ 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
The Loyalty Game: Key Strategies Driving Brand Success
3 Oct 24In 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