Download - Retail 2020 by Dominique Bonnafoux
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Dominique BonnafouxSenior Strategist
@FITCHdesign #Pulse16
RETAIL 2020
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THE FUNDAMENTALS OF WHAT A STORE ‘IS’ (ITS PURPOSE AND FUNCTION) ARE IN FLUX
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RETAIL WILL CHANGE MORE IN THE NEXT 5 YEARS THAN IT DID IN THE LAST 50
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THIS CHANGE IS NOT JUST DRIVEN BY ECONOMIC PRODUCT OR INDUSTRY TRENDS (ALTHOUGH THEY
REMAIN AN INFLUENCE).
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RATHER, TOMORROW’S STORE IS BEING SHAPED BY NEXT GEN SHOPPERS’
BEHAVIOURS, NEEDS AND DEMANDS.Benetton
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DEMOGRAPHIC BLURRINGWhat Gen Z do in their spare time37% listening to music27% reading 17% reviewing social media16% playing video games
Source: Nielsen 2015
Boomers are most likely to be distracted by tech at mealtimes52% are connected while eating, compared to 40% of Millennials
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RETAIL’S NEW REALITY
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IS SHOPPERS THAT ARE ‘IN A CONSTANT STATE OF PARTIAL ATTENTION’
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A GROUP FOR WHOM THE THRILL OF THE NEW AND THE NEXT GREATLY MATTER…
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…NOT TO THE DETRIMENT OF SOCIAL RESPONSIBILITY
A GROUP FOR WHOM THE THRILL OF THE NEW AND THE NEXT GREATLY MATTER…
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CONSUMERS WHO ARE REWRITING THE RULES OF DEMAND...
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AND THEREFORE, BY PROXY, THE RULES OF SUPPLY
CONSUMERS WHO ARE REWRITING THE RULES OF DEMAND...
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ENGAGING CUSTOMERS SHOPPING IN A CONSTANT STATE OF PARTIAL ATTENTION
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ENGAGEMENT - BEFORE
IKEA, Sydney Louis Vuitton, Miami FL IBM Food Truck, Austin TX
VISUAL DISRUPTION CHAMELEON STORES OUT OF CATEGORY
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ENGAGEMENT - NOW
Marriott ibeacons, US Carphone Warehouse, UK Adidas Neo, Berlin
TIME & SPACE INSTANT INFO SEAMLESS
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ENGAGEMENT - NEXT
Metaio, Germany BA, UK Doppel, US
INTERACTIVE SURFACES RESPONSIVE WEARABLES
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MEMORABLE EXPERIENCES TRUMP BUYING ‘STUFF’
Peak Performance, US
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CREATE EXPERIENCES THAT PROMPT CONVERSATIONS
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EXPERIENCE - BEFORE
Meat Pack, Guatemala Nike Run Club, Amsterdam Frank Bank, Singapore
LIVE ADVENTURES SOCIAL EVENTS DIALOGUE
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EXPERIENCE - NOW
Apolosophy, Stockholm Globetrotter, Berlin PIRCH, USA
PHYSICAL DIGITAL POWER OF PLAY SENSORY SPACES
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EXPERIENCE - NEXT
Dior VR, Paris Fiat Live Store, Sao Paulo B&Q Vivid, Shanghai
VIRTUAL REALITY REMOTE INTERACTION SIMULATIONS
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THE HIGHEST CURRENCY FOR THESE CONSUMERS WILL BE RELEVANCE
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PERSONALISATION MEANS THE ‘ONE SIZE FITS ALL’ APPROACH IS OVER
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PERSONALISATION - BEFORE
Dunhill House, Shanghai Cookhouse, Berlin Papabubble, Tokyo
HERITAGE EDUCATION WORKER THEATRE
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PERSONALISATION - NOW
Audi City, London Lego Cuusoo Nixon Watches, Paris
TOOLS REWARDS IN-STORE CUSTOM
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PERSONALISATION - NEXT
Google Project Ara Normal Earphones, New York GENEU, London
MODULAR PRODUCTS UNIQUE QUANTIFIED SELF
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BEYOND LOCATION AND TRANSACTIONDYNAMIC LIFESTYLE VENUES
INSPIRING EXPLORATION AND DREAMING
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THIS IS THE PACE THE NEW SHOPPER IS USED TO, IT’S WHAT THEY EXPECT
GOOD ENOUGH, NEW, NOW.