6 Retail Trends Driving the Future In-Store Experience
Orora Visual: Yankee Candle interactive display allows guests to personalize their candle purchase
Today, retailers and consumer brands are challenged with remaining relevant to ever-changing shoppers, appealing to their interests and attitudes to create engaging customer experiences. Navigating the wants and needs of modern shoppers is difficult. This is even more challenging when you consider the long-lasting impacts COVID-19 has had in the retail space. Add to this challenge: inflation, supply chain shortages, employment challenges, health and safety concerns, and a push for sustainability and diversity.
Research has shown that while consumers are looking for ways to reduce their spending, their focus has shifted to buying better, seeking value purchases, and connecting with a brand that “speaks” to them.
However, with the right approach to in-store marketing, the customer experience, brand communications, and more, it is possible to be successful. Here are six retail trends driving the future of the in-store experience.
1. Convenience and Simplicity
More than anything else, modern shoppers want their experience to be convenient and simple. They don’t want to be burdened with a cumbersome in-store experience when they could quickly order the same thing online. Deliver “smart shopping” experiences such as convenient locations, ease of navigating the store with proper layout and signage, and simple ways for shoppers to pick up what they bought online.
Basically, make it easy for them to shop. Consider visual merchandising, location of frequently purchased items, and cross-selling products. For example, grouping flowers that attract butterflies for garden shoppers or the ingredients for guacamole at the grocery in one single display.
2. Omnichannel Retail
While this blog is focused on in-store retail trends, the online retail experience is an important aspect of the in-store experience. Omnichannel retail refers to marketers using a variety of online and in-store channels to promote and conduct business. This includes the physical store, in-store marketing, digital marketing, an online store, social media, and social selling tactics to connect with and develop relationships with potential customers.
In this new “phygital” age, the lines between physical in-store shopping and digital online shopping should be seamless. This concept allows consumers to look at products online, try them out in a store, buy them online, return them in-store, do curbside pickup, and more. Having the ability to mix and match mediums across a retail experience, while still having a consistent customer experience, is something that modern consumers desire.
3. Engaging Customer Experiences
The customer experience (“CX”) is not a new concept. Now, more than ever, shoppers expect an elevated shopping experience. Retailers can create many different experiences for customers in their stores, but the key is to create engagement with the customer. The role of the store will be ever-changing and will continue to evolve as digital experiences and online continue to grow.
Fancy technology, such as iPads and augmented reality (AR) shouldn’t be used for the sake of using it. It must drive a meaningful and emotional connection, while also driving purchase interest, for it to succeed.
Merchandise displays that encourage the customer to utilize all the senses like touch, motion, light, sound, and even smell are proven solutions for engagement.
4. Personalization
With customers having more options and flexibility now than ever before, personalization is an increasingly important aspect of retail. In an Infosys study, 86% of consumers said personalization has an impact on their purchasing decision. Consumers look for personal, human experiences that online cannot provide. These can create tremendous loyalty to your brand.
A couple of great examples of in-store personalized experiences are featured at Yankee Candle. They offer guests an opportunity to create “Personalized Candles” by picking a fragrance and customizing the label with a personal photo and a message. They have also created an interactive experience by offering a “Fragrance Personality Finder” where shoppers smell a variety of scented candles in a blind test, choose their favorites, and learn what that fragrance says about them. Additionally, a Store Associate helps them find the recommended scents in the store.
5. Ethics and Values
It’s no secret that modern consumers care about the ethics and values of the companies they support. Issues such as environmental sustainability, social justice, human rights, diversity, and income inequality are important to consumers when making purchasing decisions. Many have coined the term “conscious consumerism”. Basically, people want to do business with people and businesses that are do-gooders.
Businesses need to show that they are conscious of these issues and are transparent about their efforts. To do so, you need to understand your customers and what matters to them. If you sell hiking boots, for example, your customers will likely value efforts to be a more earth friendly company. The most important aspect of this is making a meaningful effort. Consumers can easily see through half-hearted attempts and promises.
6. Localization and Community
Today’s consumers also place a lot of emphasis on their local community. They want to support businesses that feel like they are an integral part of their community. Businesses can accommodate this desire in multiple ways.
Aside from offering products grown or made locally, another way is by being an active participant in the community. That could mean sponsoring local events, donating to local charities, participating in local events, and more. Another way is by appealing to customers on a local level via signage and graphics that appeal to the demographics of your shoppers. You can’t have the same retail footprint in a rural area vs. an urban area. They have different values, likes, and preferences. By using signage and graphics that refer to aspects of the local community, you can better cater to local audiences.
Conclusion
Though it may seem impossible to keep up with the ever-changing needs, wants, and desires of consumer demands, it is an essential aspect of success in the modern retail environment and beyond. When considering these 6 trends, always be sure that they align with your brand’s values and your target audience.
Orora Visual supports the retail vertical with every aspect of your in-store marketing supply chain needs. We work with your team to execute your visual and contextual messaging at the store level to create engaging connections with your target audience and sway purchase decisions.
Contact us for innovative solutions that help retail brands succeed at the point-of-purchase!