Technology played a big part in the retail industry in 2017, shaping the retail trends for 2018. This year, despite the push for change from the digital age, is looking to be a positive year for the retail industry.
Craft Business have reported that experience is set to be the driving force for all retail trends for 2018. Consumer’s experience whilst shopping will be a focus for retailers, ensuring each aspect is as easy and enjoyable as possible. Whether it’s frictionless payments, unforgettable retailtainment or comprehensive omni-channel experiences. The digital age may have been set to take over from brick and mortar stores, but for 2018 they will be coinciding to create the best possible experience for shoppers.
The 2018 retail trends to watch:
Stores are more than relevant
Stores have been portrayed over the last few years as a declining factor in retail, with online shopping being the way forward for the future. Online shopping may have grown in popularity massively, but stores have evolved to create a brand experience for consumers that online shopping can’t. Marketing interactive said that “Millennials are hungry for individuality and they are prepared to hunt for it”. Retailers are providing that individuality and creativity to targeted key demographics to ensure they enjoy the retail experience. Stores will continue to develop to become more innovative and creative throughout 2018, enhancing the experience for consumers.
Craft Business reported that 75% of companies have revealed the top objective is to improve customer experience. Retailtainment is an element which is transforming the customer experience when shopping. Retail giants like Urban Outfitters and Topshop have implemented ‘retailtainment’ strategies in-store. The plans include pizza chains and in-store DJ’s to entertain consumers, creating a lasting impression. This trend for retail entertainment is set to become increasingly popular throughout 2018, further improving the retail experience.
The omni-channel approach
Our previous article on retail trends for 2017 looked at the importance of omni-channel retail in the digital age. The consumer experience is vital for longevity of brick and mortar stores, which means that consumers need to have an enjoyable experience across all platforms, from instore to online seamlessly. Consumers can now get what they want, when they want and no matter where they are. Whether they are in store and collecting their online order or buying the item they reserved in store, online.
The technology behind payment options has developed impressively over the past few years. Apple Pay and contactless have become increasingly popular payment options. The technology is set to develop even further to increase consumer ease and convenience. This form of payment which is now known as ‘frictionless’ has been driven by millennials. IT Pro Portal conducted a survey that identified “18 – 34 years olds as driving mobile commerce behaviours”.