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Insider Intelligence’s Western Europe Trends to Watch in 2022

Technology and Investment Will Be Key in a Challenging Year

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About This Report
Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.
Table of Contents

Executive Summary

Western European firms are in for a rocky ride in 2022, as every sector will be rapidly reshaped by digitization. But opportunities abound for companies that make a significant leap, such as retailers moving to cashless transactions or brands using the latest digital display technology. Competition will be fierce—among paid-for video providers, for example—and the EU will continue to battle firms that flout digital security laws.

Questions this report covers:

  • What tools are Western Europe’s physical retailers employing to compete with digital sellers?
  • Can national and regional providers of subscription video-on-demand (SVOD) services compete with the likes of Netflix and Amazon?
  • Can new technology reanimate digital out-of-home (DOOH) advertising as public spaces reopen?
  • How will Big Tech and other actors undermining digital privacy and security fare in the EU?

KEY STAT: Retail ecommerce sales in Western Europe will grow by 6.2% in 2022, nearing $660 billion. Physical retailers hope that upgrading point-of-sale (POS) and display technology will keep digital buyers shopping in-store as well.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: Retailers Will Adopt Digital Tools in Physical Stores to Drive Sales
  1. Trend: US Market Leaders Will Battle Regional Players and New Entrants in Europe’s SVOD Wars
  2. Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe
  3. Trend: The Region Will Continue Struggling with Data Privacy Issues
  1. Read Next
  2. Sources
  3. Media Gallery

authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Bill Fisher
Principal Analyst, UK
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