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Creative CNTRL
the futureofretail (2016)
It seems as though the divide between digital and physical retail is rapidly blurring. In 2016, trends in retail will continue to create an even more seamless shopping experience for the consumer, helping to ensure that anyone can “shop anywhere and receive goods in the
most convenient way possible.”
Below are trends that we predict will dominate the retail industry in 2016, and how some retailers are
already taking advantage of them.
You may have already heard a lot of buzz around the “Internet of Things” (IoT), and in 2016, we expect the buzz to get louder in the retail scene.Wait, what is the Internet of Things?IoT, a network of electronically- embedded “things” with sensors, software, and network connectivity to collect and exchange data with each other, is not rookies to the game. Luxury brand Hugo Boss has started to use heat sensors in some of their stores to track customer movement and determine which areas of the store are receiving the most traffic. Findings from these sensors are valuable for Hugo Boss’s visual merchandising strategies.
1. Internet of things
2. smarter feedbackWith information from sales transactions and newer sources of information such as IoT data, social media and review platforms, you can now get feedback more easily than ever. How will you use this information to uncover new insights and help improve the quality of your products and services?
3. touching and testing
The iconic layout of Apple stores invites hands-on interaction with their products- from the height of the tables to the angles that the laptops are opened to. When a customer is able to touch and test a product, it becomes easier for them to imagine how it could fit for lifestyle, and the more confident they could be in their decision to purchase. How are you making your products scream “come touch me”?
4. customizationConsider offering personalized recommendations to aid consumers who enter your shop without a clear shopping goal in mind or who may be unfamiliar with the product or service through signage or superb customer service. Believe it or not, you see this everyday:Don’t know what type of Tomato you should pick? Trader Joe’s signs not only distinguish cherry tomatoes from plum tomatoes, but they also suggest that the former are great for adding to salads and the latter are better for slicing.Not sure which colors to choose for a night out? Sephora’s Color IQ service available in all stores, offers scientifically precise “matches” for concealer, foundation, and lip color selections.Whether you have simple signs or high-tech devices, try to keep the shopper engaged with solution-oriented signage and service.
sephora’s color iq
Consumers are now turning to their phones as their favorite “shopping buddy,” and word-of-mouth has a higher impact on purchase decisions as influencers drive sales by endorsing a product through Instagram posts and reviews are skimmed through before confirming items in a cart.
It is already possible to make purchases through social apps like Twitter’s “Buy Now” buttons, Facebook’s mobile store, and Pinterest’s buyable “Pins,” all of which shrink the time between desire and a tangible object at your door. It won’t be long until Snapchat and Instagram join in with a shoppable interface!
5.social integration
6. omnichannelstrategies
kohl’s kiosks
People expect their offline shopping experience to be as simple as Amazon’s one-click button. Having a seamless inventory integration across online and offline channels will increase your store’s efficiency and can be a huge leap in improving customer convenience. Kohl’s kiosks that search inventory and offer free standard shipping for items not in stock at the location and Best Buy’s direct in-store pickups of items purchased online are great examples of strong omnichannel strategies. Make it a goal this year to streamline inventory and strengthen your online/ offline integration, even if it’s simply adding iPad in your store to allows users to shop your full product offerings online.
7. security!The new chips on EMV cards are a big step towards combatting credit card frauds for shoppers, but now merchants who haven’t adopted the chip technology are responsible for chargeback costs. To protect your store from being responsible for any fraudulent credit card transactions, it is important that you adopt machinery to read EMV cards.
Contact your POS system provider if you have older hardware that does not support this shift, and even if you are popping up for only one week, you should still pop up securely. Shopify and Square offer readers for under $50.
square emv card reader
8. selling experiences
Many customers have become accustomed to shopping from the comfort of their own homes, and in order to lure shoppers into your stores you need to offer a new generation of shopping experiences. Build offline relationships with your shoppers through pop-up shops, brand activations and a calendar of events.
As consumers begin to expect on-demand, Uber-style experiences, retailers are unrolling same-day delivery to offices and homes. Everlane is one example, did a one-hour delivery beta with Postmates in San Francisco.
9. on-demand
AboutCreative CNTRL is a full service experiential marketing and pop up shop agency based in NYC and Miami with a team of cultural engineers, storytellers, and creatives. We create dynamic experiences that strengthen brand loyalty and increase brand awareness through engaging events, pop ups shops, and activations.
Our campaigns provide programming relevant to the socially connected consumer, and customized solutions tailored to the goals of our clients.
Nefrati Allick, Retail Strategist and HR Manager
Nefrati has over 16 years of retail management experience, holding management positions in over ten stores including Brooks Brothers, BCBG Max Azria and children’s clothing store Justice, where she managed five stores and opened seven. She has opened a total of ten permanent, brick and mortar stores.
sean shea, production and fabrication managerSean has 6 years of construction experience in his tool belt, and holds over 10 contractor licenses. Sean currently oversees large-scale fabrication, production, carpentry, maintenance and logistics.
Team
niani tolbert, founder, chief cultural engineer
Niani began formal research on pop-up shops in 2013 at Mount Holyoke College. After completing an undergraduate independent study on pop-up shops and forecasting the trend of “experiential marketing” in response to millennial consumerism, Niani worked with three pop-up agencies in New York City before founding her own, Creative CNTRL.
Niani currently manages four pop-up spaces in New York City, has helped produce over 50 pop-up activations, and has authored the holiday e-book, 12 Days of Pop-Ups: An Insider’s Guide to Setting-Up Shop During the Holidays.
