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2020 reflections, making the most of peak, DACH perspective

by Rachel McDonald

23 February 2021 9:31am

Join Mumtaz Khamker (global head of strategic growth for webgains ltd.) and Richard Oberhofer (managing director for webgains germany), and gain insight into the DACH market by discovering the key trends and cultural shifts which led to peak performance during 2020.

Highlights Include: How did businesses fare in such a challenging year?

With the high street in rapid decline, pioneering retailers like H&M are pivoting and extending their offering to suit the needs of tech-savvy customers and work around various lockdown restrictions. From Video appointments with sales assistants to digital wardrobes and changing rooms. Personalisation is key to success, as well as integrating traditional sales tactics with technology.

During Q4, top retailers were discouraged from pushing their Christmas TV adverts, as it was deemed socially irresponsible in a year where many were unable to see their loves ones. This led to a sensitive approach to messaging, with less emphasis on pushing Christmas promotions.

To protect livelihoods and prevent administration, the German government facilitated concessions for businesses, resulting in 13% fewer bankruptcies than in 2019. Impressive in a year like no other.

Discover which e-commerce categories saw the largest spend rises.

Home Entertainment and Food and Drink categories were successful during 2020 by capitalising on people staying at home. The emerging market of CBD and hemp oil saw a rise in popularity due to utilising Omni-channels while investing in big money offline spending. Heightening awareness of its easy availability and health and wellbeing benefits.

Empathy, community, and sustainability were at the forefront of consumer lifestyles and this shift has translated to business initiatives. Food hubs empowered their communities to grow their own vegetables and sell them.

What societal changes did the DACH region see?

Germany, like many other countries, is starting to see an erosion of the traditional middle class. Blue-collar jobs remained stable, yet White-collar workers were thrown into a state of economic uncertainty when many were furloughed or made redundant. As the social divide widens, is there a social responsibility for companies to narrow this gap?

Finally, philanthropy enters the workplace. The impact of the pandemic has spurred a desire to contribute to the quality of life for others and the planet.


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