Intro:
Here is a collection of research on The Future of Retail. I wrote my dissertation on this topic. This is a blog post is an ongoing post where I will add to once I come across interesting points.
Key Points within the topic that will influence my design thinking:
- The future is about excellent customer service, it's about not about guessing what consumer wants, but it's about listing to the consumer and responding in a way that meets all the expectations of the consumer.
- Understanding that brick and mortar stores will still be around, maybe not in small towns, but in big cities, they will become showrooms and ways to connect with consumers and convey their stories and values. It's not about hard sales. It all about long-term strategy building an experience that customer wants to stop and remember.
- Consumers are now very savvy, they take their time to buy products, what makes a consumer says yes can come from up to 10 different influence. This means that omi present structures are needed in every business and this should be strategies out and then creatively conveyed to a 360 campaign, that will connect to consumers.
- At no point should the shopping, browsing or interacting in any shape or form, feel like an effort to the consumer. It should all feel seamless, easy and personalised. This can be done through many different techniques, from great UX and UI on the website, to smart AI, where it personalised preference, to beautiful, interesting and well-designed floors.
- Look to how the Asian market is operating, there UX & UI is not a western taste, but the way they think about shopping is a very interesting idea and one that the UK market should really think about and react, as they are meeting needs / wants and making shopping for the consumer an easy process. It also gives consumers a lot more power and they are pushing the boundaries of what a website is.
- Retails have to be authentic! They have to have strong values and beliefs in order for consumers to trust and connect to them.
- Brick and Mortar stores have been functional for far too long. There needs to be re-invented, every aspect from the definition of a store too the systems in place.
- Things need to be more efficient and allow sales assistant to be the front of the business and not do pointless tasks that technology could do. But actual sell the product and build the lifestyle and connect to the consumers.
- Retail need to provide person encounters, immersive experience and create an emotional, memorable experience that delight, intrigue the consumer.
- Technology and globalisation are shaping the future of retail.
- Always take a creative approach instead of commercial it will make you stand out and have a unique identity and will be timeless.
- Emotion, creativity, authentic and discovery lead to a unique experience.
- Consumers have a curiosity about how things are made, this deeps customer relationship and drive sales, as it's about the conversation between retailer and consumer.
- Both instore and brick and mortar will still be around, it's just about different journeys. it's not one or two, it will lots.
- Retail was once product based business but now is changing to service-based experience.
- How do you really connect to a customer?
- Consumers are asking what are you going to add to our community? What is the point of being theirs? Giving and taking.
- You have to have a balance of a great product, great experience
- Consumer like immersive experience can touch, smell, see.
- The customer journey has changed, they are now multiple channels.
- Customer journey - Discovering brand, engaging with products and then making a sale.
- Not a linear line of communication any more, its a mesh and a web. Not a dominant source. This means it has to be an aunthic messages.
- Retailers need to create and trigger Emotion in the consumer.
- People want to come in store to get excited, discover products
- What do retailers add to the community? Not good enough any more for a retailer just to turn up with a product. Impression retails make, they are members of the community.
- How can retailers relevant to customers? People don't need more product or stuff, what people buy now means more to them. They make a point of buying stuff as there is too much choice now.
- Retailers are catching up with integration.
- Without the magic it's just stuff.
- It's not just about building a collection, it about products and stories.
- STOP USING GIMMIKY TECHNOLOGY IN STORE - Only put tec in the store if it solves a problem or enhances customer experience.
- Communication in a different language is very important.
- Technology should be a subtle backbone
- Store of the future will be about for about 3-4 years. It will be more like a pop up and flexibility packed with excitement.
- Retailers moving away from large flagship more feeling of pop up, it changes constantly. It’s like a stage set. VM teams need to be set designers. Retail stores are like stages.
- Need a reason to come back into the store
- Belied in human connection. A most unique aspect of retail. We feel different when we are in places with other people.
- Every store should reflect the community
- Consumers are always on their phone. The most personal point of technology. Use a mobile phone in context on the retail store. How can store use mobile act and control their store experience?
- Live data, a brand should know what their consumers are.
- What are retailers doing with the information of their Customer.
- Staff in store are very important, don’t treat them like trash listen to them, they can really tarnish or enhance an experience.
- The store should be total flexible
- There needs to be a reason to come back to the store on a regular bases
- Don’t forget the core of the business, don’t growth for growth sake it’s not all about scale.
- internet change culture, it disturbed different ideas
- Culture is the product. You can buy into the culture value of the products
- Value to craftsmanship
- Music slow to respond to technology. Don’t be in a denile embrace and look for change. Shows retailers need to listen to the customer and respond.
- Not technology revolution that already happens is about how culture has changed
- Internet change from mass market to niche market
- The retailer should learn from makeup brands
- Technology is great, it’s just the way people use it is terrible
- Focus on restricting business
- Stop using word digital it doesn’t mean anything. It connects people. Use the word innovation.
- A retail shop should be like a really like editorial and exhibition and experience all in one. It’s should be flexible, informative and exciting.
Dissertation- How has consumerism evolved in terms of brick and mortar stores and the rise of e-commerce and what impact has this had on society? - Lili . M . X . Price:
Video Research:
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