2023. January 11. 11:16
Thanks to the widespread adoption of digitalisation and the emergence of the crown virus, the number of online purchases has increased significantly over the past two years, but it is important to emphasise that the rise of e-commerce has not necessarily reduced the importance of physical commerce.
It is still crucial for consumers to be able to shop, see, touch and even test products in shops. At the same time, to ensure that the physical experience of shopping does not disappear altogether, retailers need to offer a new, higher level of in-store experience.
Several brands are already focusing on creating concepts for these innovations.
Emerging global concepts
Adidas
In addition to smart fitting rooms and premium services, the Adidas store of almost 1500 square metres also offers an exclusive yoga class. This concept allows the brand to connect with customers through multiple in-store and digital touch points.
IKEA
IKEA has reopened a newly refurbished store in Shanghai to test the Home Experience of Tomorrow format.
The store is a community space, equipped with theatre-style facilities, in addition to showrooms, and serves as a social or relaxation space for customers, as well as a restaurant. This concept is designed to foster a sense of community, connecting customers through on-site workshops, knowledge sharing and entertainment.
Online shopping
Online shoppers' expectations of the shopping journey are on the rise, forcing companies to rethink their digital strategy. As a result, competition between companies seems to be intensifying, leading to the development of virtual technologies, such as AR and VR, at a faster pace than ever before. These will allow consumers to get to know brands better, thus increasing their trust in them.
CU
South Korean brand CU has opened a digital store on ZEPETO, Asia's largest metaverse platform. Players can use the online platform to participate in virtual events or buy specific products, such as snacks, using ZEPETO's digital currency. The virtual CU store also features a concert stage to encourage users to socialise.
Warby Parker
Warby Parker stores are known to have disrupted the channel for predominantly store-based optical products in the United States. With their e-commerce model, they have created a new Virtual Vision Test app that allows users to get an eye test, renew their glasses, or even get a contact lens prescription through their phone.
Zalando
Zalando, a Berlin-based e-commerce retailer, has launched a digital marketing campaign for a new streetwear collection, Street It All.
Using Google Street View, consumers can shop the latest pieces from their clothing collection on the Zalando website while exploring the virtual streets of Barcelona, Madrid, Málaga or even Valencia. This interactive platform allows customers to purchase products modelled by social networking sites, using Google Street View.
Social and environmental responsibility
Recent surveys confirm that social and environmental concerns dominate purchasing decisions.In 2021, most retailers and brands defined sustainability as reducing their environmental impact, while the emergence of the epidemic highlighted the importance of social responsibility. In light of this, retailers needed to take eco-efficient and ethical steps, paying more attention than ever to both the public and the planet.
Haceb
Household appliance manufacturer Haceb- has launched a rental service with pay-per-use payments for washing machines, refrigerators and cookers, targeting low-income consumers.
Customers only have to pay for the use of the appliance, but they also have the option to buy the rental products if they want to keep them.
This rental scheme has both social and environmental benefits, as well as being an effort to support underserved demographics.
Movil Maket 1070
Perla Cheves and Álvaro Jiménez converted a bus into a mobile supermarket to make grocery shopping more accessible for the elderly and other vulnerable groups.
E-commerce was a convenient substitute for in-store shopping during the pandemic, but some segments of the population, including the elderly, did not adapt as easily. Movil Market 1070 is a concept that can be adapted across regions in order to serve its targeted audience.
REWE
The REWE Green Farming supermarket is a natural, wood-based store that uses 100% renewable energy and captures rainwater. It also has a rooftop aquaponics farming system that produces 14,000 crates of basil and a tonne of fishmeal per month. REWE's all-encompassing environmental approach is a model of responsibility, from product selection to construction to location.
It can be seen that retailers are trying to keep pace with the emergence of ever more modern technologies, but it should also be remembered that social and environmental responsibility has become part of the basic expectations of consumers.
This post is based on a report by Euromonitor International - What's New In Retail: Emerging Global Concepts.
Sources
Euromonitor International - What’s New In Retail: Emerging Global Concepts