Daniela Strebl, Regional Director Small Appliances Latin America for GfK Retail and Technology Chile Ltda., tells us about her company and her upcoming presentation on the Latin American Small Appliances Market: Opportunities and Challenges.
GfK, founded in 1934 in Germany, is one of the largest global marketing research companies. With more than 13,000 employees in countries on every continent, GfK identifies and develops strategic opportunities, collects and analyzes large data sets and offers business solutions in many areas from consumer experiences to supply chain management. They conduct research in more than dozen industries including consumer goods, retail, fashion and lifestyle, energy, automotive and health. GfK POS Measurement provides manufacturing and retail groups in the technical consumer goods sector with comprehensive global market information matched with local market intelligence.
After having worked for several years in GfK’s global headquarters in Nuremberg, Germany, focusing on the measurement and analysis of European domestic appliances markets, Daniela Strebl is now based in Chile. GfK has local offices in several countries in Latin America which track and measure home appliance trends and advise clients on market developments. In her role as Regional Director Small Appliances Latin America, Daniela and her team of local experts track developments and trends in the diverse small appliances markets in South and Central America, providing these market insights to manufacturers and supporting them with fact-based decision-making.
Daniela, what is the most exciting or rewarding part of your work? What fuels your inspiration?
I am working with local colleagues to measure and track trends in the Small Domestic Appliances business in eight countries of South and Central America. I’m inspired every day to observe and analyze market trends, innovations and opportunities in an emerging region with quite diverse countries and enjoy discussing that research with clients.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
There are a number of trends impacting our business, including growth of online sales in the more advanced countries of the region and the strong flux of retail landscapes in more developing countries. At the same time, fundamental political and economic changes in some Latin American countries such as Argentina present challenges and big opportunities, changing product offerings and competitors while opening the door for new technologies and innovations.
Why did you choose to speak at the International Home + Housewares Show?
As a leading event on the American continent, the Show serves as a forum to meet with other industry leaders including clients interested in starting or expanding their operations in Latin America. We often hear from U.S.-based small appliance companies that they are focusing on expansion into Latin American countries. I look forward to exchanging information with other industry leaders about potentials, opportunities and challenges of Latin American markets.
Tell us what you will be speaking about and how and this topic is important for Show audiences.
There is tremendous potential in a developing region such as Latin America. Yet each market is unique, as many factors are influencing the markets of small appliances – be it macroeconomics and politics or cultural preferences! While undergoing some growing pains right now, Latin American markets will be a source of growth in the long run for many companies exhibiting at this Show. Knowing about market specifics and dynamics and driving informed discussions with retail partners is an essential success factor of brand building in the region.
The Latin American Small Appliances Markets: Opportunities and Challenges
March 20, Monday, 11:30 am – 12:20 pm
Innovation Theater, Lakeside Center, Room E350
What do you see as consumers’ biggest concerns regarding housewares products?
Our sense is less of consumer concern, but rather that they are more enthusiastic for products that are driving lifestyle convenience and time-saving solutions at an affordable price.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
Understanding feature and price trends and building a retailer strategy (online and offline) to fit your global brand. Latin American markets are an enormous challenge and opportunity both!
Contact details for more information:
Daniela Strebl
Regional Director Small Appliances Latin America
GfK Retail and Technology Chile Ltda.
daniela.strebl@gfk.com
T: +56 2 2338 6611
www.gfk.com
Innovation propels the housewares industry. Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Critical issues such as global design trends, licensing, the emerging Smart Home category, branding, the needs of distinct consumer age and gender groups, the future of food and parenting – all impact the home goods market. Be sure to attend the free executive-level educational sessions at the Innovation Theater. These programs will give you a fresh perspective as you walk the Show and will inspire, inform and improve your business.
The four days of the 2017 International Home + Housewares Show will be packed with events and education. To help you plan your valuable time at the Show, we introduce you to the speakers and the 21 exciting presentations that will take place in the Innovation Theater in the Lakeside Center. Gain cutting-edge insights that you can apply to your work. All programs are audio-recorded and will be available at www.housewares.org after the Show.
