Modern retail trends
The fact is, today’s consumer is a complicated soul.
And, while online purchases are convenient and rapid, shoppers are still keen to explore, engage and give their time to physical retail – so long as it ticks their many complex boxes.
No longer will bland aisles laden with products offering little to no information suffice.
Granted, browsing is still very much a thing to the modern shopper, but they need a reason to show up and do that and, without the appeal of a new experience or meaningful engagement, they may not step over the threshold at all.
Experience has become an industry buzzword in recent years, and for good reason.
The rebirth of retail depends on it and those who do it well will succeed.
Shoppers want to feel part of something, a need that may well have been amplified by lockdown and subsequent restrictions, as most of us were cut off from chunks of our family, friends and colleagues for months on end.
Modern consumers are looking for a fresh approach – something uplifting and mood enhancing to obsess over and throw themselves into.
The evolution of social media has played a role in ramping up this need to belong or be associated with something new and exciting, as online communities are now an integral part of our lives.
This sense of community must be reflected both in the physical and virtual versions of any brand in order for their customers to subscribe to their culture.
While experiences such as innovative brand launches, events and pop ups are becoming more commonplace on the high street, they are often short-lived by nature and can be nothing more than a flash in the pan, hooking customers in for only a short snap of time.
This freshness and excitement must be replicated in the everyday.
From the point of conception of an idea, the end goal for retailers must be to continually appeal to and engage with shoppers, consistently offering intriguing, compelling reasons to shop.