Emerging Trends and Technologies That Will Shape the Future of In-Store Shopping Experiences

1. Hybrid and Omnichannel Shopping 

The covid pandemic has led to the emergence of omnichannel and hybrid buying behavior. Consumers blend multi-platform e-commerce shopping with in-person store pickups for ease and convenience.

There is a growing consensus that the omnichannel hybrid model will be the retail sector’s de facto model. In addition, the hybrid consumer spends more on shopping than the traditional customer.

For this reason, advertising must bridge the best of both worlds to create customer experiences that score all the boxes. Brick-and-mortar stores can offer a hybrid shopping experience by taking the following steps:

• Offer online shoppers the same immersive shopping they would derive from in-person shopping
• Provide flexible shopping options across digital platforms
• Adopt integrated technologies that can increase productivity
• Provide in-store shopping experiences to keep attracting back customers

2. Personalization Through the Customer Experience 

Retail marketing professionals continue to offer relevant and responsive customer-centric approaches. However, in 2024 and beyond, they should expect this trend to be part of their customer journey. 67% of modern customers want a personalized customer experience (CX) throughout their shopping journey, and retail marketing can target them with unique offers.

CX increases consumer loyalty, trust, satisfaction, and engagement, which can lead to a high return on investment. A report by McKinsey shows that 76% of consumers who’ve received personalized treatment are more likely to purchase.

Unique customer experiences are also nearly impossible for competitors to copy. When executed perfectly, retailers can differentiate themselves from rivals and gain a sustainable edge.

3. AR, VR & Metaverse

Virtual reality has been the norm in retail for the last five years. However, in 2023, advertising has shifted its priority to augmented reality (AR). AR is being used to drive immersive and experiential shopping for customers.

Consumers crave personalized experiences above anything else. That implies that great service provided in a hassle-free, efficient, and memorable manner is essential.

Similarly, there’s been a lot of excitement around the Metaverse, where consumers can shop, live and play. Retail giants like Amazon and Hugo Boss have started experimenting with Metaverse to allow customers to try on clothing using digital presentations of themselves virtually.

4. Cashless, Contactless, and Autonomous Shopping and Delivery

In 2024 and going onwards, consumers are demanding streamlined efficiency in how they pay for goods and receive services. We now see convenience trends such as “buy online pick up in store” and “buy online pick up at curbside” becoming standard.

These no-contact, self-service checkout stores are becoming the norm. They aim to reduce friction and delays during order processing and eliminate human contact in the buying cycle.

AI and Advanced analytics enable this by automating the complex inventory management processes required. AI is also powering intelligent robots in stores and warehouses. In 2023, we will see more in-store automation, fully autonomous warehouses, automated delivery robots, and drones.  

The Amazon Go network is a good example of a case where their Just Walk Out technology facilitates a 100% no-cashier shopping experience.

5. TikTok Marketing Will Replace Traditional Marketing

Even as its Whitehouse ban continues, TikTok has solidified its stance as the go-to platform for businesses looking to reach new audiences. The platform now has over 2 billion active downloads and 500 million plus active users.

TikTok marketing and advertising now overshadow traditional marketing methods and will continue on this trajectory in the coming years.

Its success lies in its influencer marketers, who generate authentic content that resounds well with millions of young people. 

Customers are more likely to purchase a product they have seen on TikTok than on any other social platform. Retail marketing and advertising must reach this audience more organically to leverage this huge market. 

6. Gen Z Is Here To Stay

Gen Z is challenging previous standards concerning climate change and social justice, and they expect companies to meet their expectations.

Consumption means access to products or services instead of owning them for this generation. Technology is highly valued by this generation, with many having home technology that is more sophisticated than what they use at work. 

To attract this tech-savvy generation, retail advertising must show their commitment to societal challenges, such as sustainability, climate change, and world hunger.

Advertising departments can also personalize their messages to match the wants and buying habits of Gen Z. Messaging must be concise and customized for different platforms and channels that are popular with this cohort.

But while Gen Zers are a powerful cohort that will no doubt influence the future of retail, companies must remember that Generation X has the biggest purchasing power! 

Any drastic changes the company implements in its production and marketing must strike a balance between the habits of Gen Z and the demands of Generation X.

7. Data Privacy and Security

With the growing threat of data infringements and privacy concerns, shoppers are becoming increasingly cautious about sharing their private data with retailers.

This growing trend will force the marketing department to demonstrate to users how they collect, use, and store their data. 

Companies must also enforce strict data security measures to prevent unauthorized access or theft. 

8. Big Data

Retailers will increasingly continue to ask, “What does it take to give consumers what they want and provoke the need for things they do not yet know they want?”

This question won’t be solved simply with data engineering, but aesthetics and human behavior will also play a huge role. 

There is a need for awareness of how customers behave and their attitudes and intentions. The next step would be for marketers to use this information to create a personalized CX.

9. Retail Sustainability

Sustainable business practices are taking center stage for many consumers in 2024, and retailers must respond. A recent report by Deloitte shows that 55% of customers interviewed purchased a sustainable product.

In light of the demand from customers for eco-friendly products, companies have been forced to take measures to reduce their environmental footprint and combat the impact of climate change.

As part of sustainable digital transformation, companies will increasingly turn to tech solutions to enhance their sustainable practices.

AR and AI are just some technologies implemented to enable brands to play a major role in operating more sustainably.

10. Smart Labels in Retail

Traditional in-house advertising methods, such as paper shelf labels, are no longer the preferred way to display product prices. These old practices make updating price changes a real hassle.

Dynamic pricing is taking over shelf spaces. These electronic tags accurately display prices for entire shelves and across several stores at the click of a button.

No longer do retail stores have to do this manually. The tags can also display product information for a seamless customer experience.

Conclusion

The retail segment will likely continue to experience drastic transformation driven by technological advances, and here at KLR Agency, we are watching the trends closely. KLR Agency specializes in branding, campaigns, video and photography, and digital marketing and advertising to build impactful brands. Call us today to learn more about how we can help your brand succeed!

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