When you shop in the future, will your experience be different from what it is today? My prediction is a definite yes. Nearly every aspect of how we shop will transform in the coming years, and we’re already seeing much of that change start to occur.
The shopping experience will evolve in three main areas:
1. Customer experience. It should come as no surprise that experience drives sales. Customers crave personalized experiences with brands and want to build relationships instead of just buy products. Companies must be more transparent and nurture those customer relationships by showing they really understand and care about their customers. Many brands are already moving towards on-demand, frictionless experiences, and other brands and retailers need to catch up to compete in the future shopping experience.
2. Transaction-less experiences. Amazon paved the way with its transaction-less Amazon Go store, and many other brands have already followed. In the future, shoppers won’t need their wallets as stores digitize the entire experience and move towards automatic, cash-less payments. We’ll say goodbye to waiting in line for cashiers and processing payments. The traditional brick-and-mortar transactional store will disappear and be replaced by an immersive digital experience that blurs the line between online and physical experiences.
3. Sustainability. Modern customers, especially the younger generations, care about the environment and want to do business with brands that are actively taking a stand for sustainability. Stores will improve their conservation efforts and eco-friendly practices to make a real difference and connect with customers. Sustainability will impact everything to how goods are created to the in-store experience and marketing.
The future shopping experience is right around the corner. We’re already seeing the beginning of many of these trends, and they will only continue to grow. Within just a few years, these trends will dominate the retail world and create a shopping experience that’s very different from what we have now. The result will be customers who are connected to brands and can shop in a socially responsible way that is frictionless and convenient for them.