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4 Retail Trends We're Expecting in 2016What’s In Store for the New Year?
Is 2016 The Year of Beacons?
In 2015, retailers started (publicly and privately) testing the waters with beacons and potential use cases on engaging consumers in the store via their phones. This year, we're expecting to see those tests rolled out into the mainstream.
We’ve seen mixed results from beacon testing, but 2016 shows promise of growth once best practices for retailer beacon usage have been adopted. With that being said, we expect many retailers to push the boundaries of beacons being both actively and passively integrated to the customer experience.
*Beacon-driven in-store sales are projected to grow to $44.1 billion in 2016.
*http://www.businessinsider.com/beacons-impact-billions-in-reail-sales-2015-2
Merging of Online and Offline Shopper Profiles/Blending Online Targeting With Rich
In-Store Intent Data
Retailers and data providers are getting smarter about the ways they use information and will learn better ways to put to use the data they collect from their e-commerce sites.
The big opportunity for Omnichannel in 2016: In-Store Remarketing
In-Store Remarketing is online marketing displayed to customers who have browsed in a physical store, but not purchased — a datapoint that is often lost to retailers. This is a concept that, with in-store tech and proper customer identification, becomes just as simple as the retargeting we see in digital marketing.
“With In-Store Remarketing, the physical store is able to properly show its influence in a retailer’s omnichannel landscape.”
Privacy concerns still loom for retailers and should continue to be cautious with their data collection process
Changing Role of the Sales Associate
As customer’s continue to be well-informed before walking into a store and technology being able to answer most of their questions, employees will feel less pressure to push sales and feel more inclined to create genuine connections with customers.
Taking a store associate and equipping them to become digitally savvy and connect in a way that is relevant to today’s shopper is a start towards a sustainable omnichannel strategy.
Store associates will still be necessary as technology can only complement to a certain extent. A hybrid less of them, and their role will change to be more like guides and educators instead of sales.
More Creative In-Store Experiences
Retailers are thinking more and more outside the box and using smart technologies to interact with and delight customers in new ways.
Think of some of the incredible in-store innovations we saw in 2015: Sephora's connected Flash store in Paris, Rockar's new car-buying experience in the UK, Amazon opened a brick-and-mortar bookstore, and Tesla took it's Model S on the road in mobile pop-up stores to some of the wealthiest parts of the US.
We expect retailers will continue to challenge the status-quo to create new and exciting in-store experiences. We’ll see more smaller-format, localized, and connected stores.
