1. Omnichannel retailing will be the norm
Retailers will continue to realize that they need to connect with users on multiple channels and touch points simultaneously or even interchangeably. Practically the idea with omnichannel is that you browse inside the store then purchase online on a Ipad in the store. The shoppers can have their products shipped or choose to pick it up. The staff will help the shoppers to assist them when checking sizes, styles and availability.
2. The mobile wallet will continue to rise
Cash and credit cards won´t be things of the past any time soon, but mobile will definitely get a huge chunk of the payments pie in the coming year. In 2014, retailers will be adopting solutions such as PayPal, Google Wallet, Square Wallet and so on. There will be mobile applications where you can book a table, view the menu and more importantly pay bills via e.g. PayPal. So if you forget you wallet or are in a hurry you can simply settle the bill with just a few taps.
3. Shoppers will get more personalized in-store experience
One-size-fits all marketing just won’t cut it anymore, which is why retailers will start implementing solutions to personalize each customer’s experience. While ecommerce sites have been doing it for years through tailored landing pages, offers, and recommendations, a lot of brick and mortar stores will also get in on the fun next year. Retailers will now be able to send tailored notifications to each shopper´s device, depending on where they are in the store.
4. Technology will be even more integrated in brick and mortar stores
2014 will be the year when stores say goodbye to boring, antiquated layouts. It has started to dawn on retailers that if they want to keep people in their stores, they need to make their locations interactive and engaging.
This can be done in a number of ways, the most basic of which is by using in-store mobile devices. Tablets and smartphones are versatile and can be used in several ways, including taking payments, demonstrating products, offering more information, and encouraging social sharing. Here is a good example that demonstrate the successful use of in-store mobile devices.
Make Up For Ever – The cosmetics company put iPads in some of its stores to let shoppers browse products and virtually try various make-up combinations by uploading their own photos.
5. The number of mobile businesses will increase
Mobile business continues to advance. The food trucks on the streets will be companied by fashion trucks, flower trucks and even hair salon trucks. Pop- up stores, usually reserved for apparel retailers, will diversify as well.
6. Retailers will reinvent loyalty programs
Loyalty cards are on their way out and will be replaced by customized rewards that incorporate social information, shopping behavior, and more.
Office Depot for instance, started implementing a program that gives customers rewards based on their frequently bought items, shopping behavior and the amount information that they shared with the brand.
7. Relationship marketing and thought leadership will rule retailers' sales & marketing strategies
Say goodbye to pushy sales people who follow shoppers around. Retailers will learn that going for the “hard sell” isn’t effective anymore. Instead, they’ll invest in cultivating relationships and establishing thought leadership.
In 2014, we expect more brands to employ likeable experts—store associates who aren’t there to sell, but rather to dish out advice, solve problems, and build relationships.
8. Customers' need for speed will grow in 2014
The "always connected" consumers expect fast answers to questions or requests, and businesses will need to work extra hard to get in touch with shoppers as quickly as possible. And while businesses have already started doing it via live chat, SMS alerts, 24-7 hotlines, and social media, we’re anticipating brick-and-mortar retailers to roll out solutions that would enable associates to give instant, real-time information to shoppers.
9. Retailers will continue to invest in Big Data to track shoppers
Businesses have realized that in order to predict shopper behavior and provide truly personalized experiences, they would need to gather as much information about the behavior, history, and whereabouts of consumers. Big Data enables retailers to implement dynamic pricing, personalized recommendations, shopper-specific discounts, and more.
10. Big Data will lead to bigger privacy concerns for consumers
People will get uncomfortable when they realize just how much they’re being tracked, which is why we’re anticipating consumers to push back a bit, and try to find ways to stop businesses from “stalking” them. They may start using “Do Not Track” solutions such as the recently launched AVG app that blocks WiFi location tracking.
Retailers may be able to address privacy concerns by educating shoppers about the benefits of Big Data analytics. They need to communicate that they’re gathering data to improve shopper experience and not to steal information or breach privacy. In addition, businesses need to build trust by being transparent and empowering users to take control of their information.
11. Social media will heavily influence product decisions
Nowadays social media plays a much bigger role in retail decision making. Currently, most retailers are using social sites to monitor feedback and connect with customers. In 2014, they’re going to take it a step further and use social media when developing products and marketing campaigns. Some companies has started using Pinterest to decide which products to display in their stores.
12. Retail will grow in emerging markets
Brands are starting to see that they have huge opportunities in emerging markets such as Brazil, China and India, and we predict that they will strongly go after those opportunities in the coming year.
Technology is developing all the time and makes everything much easier for us human beings. We want everything to be as simple as possible, but still we want to have those traditional stores. We want the staff to know what we are looking for but we get uncomfortable when they realize how much we are being tracked. The problem is to say the least controversial.
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