10 retail trends for 2016 (english version)

10 Retail Trends for 2016that will determine our lifestyle and buying needs

TREND PRESENTATION

10 RETAIL TRENDS FOR 2016

Social trends will be the basis of new consumer needs

© 2016 CROSSMARKS


Global...

© 2016 CROSSMARKS


Local Love

Contextual retailing

City boomers

Peer-2-Peer

Infolust

Constant self-improvement

Perfect knowledge

Quantified self

Maker Movement

New value structures

Polarisation Re-luxury

Powerful become more powerful

Predictive shopping

De-localisation

Everywhere commerce

Mood Marketing

Womanizing retail

Disconnect

Human tech

Evolving experience

Hyper personalization

Aspirational experiences

Ultimate convenience

Fast Good

Collaborative retailing

BlurringHome farming

Hospitality

Smart Living

Status search

Transparency

Joyning

Better Business

Beneficial intelligence

Visual love

Sharing economy

Subscription retail

A selection of 10 importantRetail Trends for 2016

© 2016 CROSSMARKS

Retail Trend No.1Contextual retailing

Retail Trend No.1Contextual retailing

It's time for new context and new channels. In an age of everywhere commerce, we want to receive tailor-made offers, depending on the context/place or even the situation. It's not about making sure your brand is everywhere, all the time, but: right place, right time, right offer. Connected objects give insights in customer behaviour and preferences and allow for tailor-made offers. Emerging tools create new sale channels. Such as Amazon Dash Buttons, that can turn any household appliance/object into a sales channel and can even make automated orders if the stock of laundry detergent or dog food is running low. It's time for 'the next level in retailing'.... In 2016, retail (now more than ever) is everywhere ...

Social trends: digitalisation - robotisation

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Hotel room as sales channelCollaboration between Hotel Banks and fashion brand Pimkie.Watch video: https://www.youtube.com/watch?v=gyRjRePbRTI

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https://www.youtube.com/watch?v=gyRjRePbRTI

https://www.youtube.com/watch?v=gyRjRePbRTI


Everywhere commerceTailor-made offers, matching the context, situation, or place. Such as iBeacons that can help shoppers with in-store navigation, in-store product placement, and personal offers.

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Amazon replenishment serviceAuto-order products with one click of the button.Changing household objects into sales channels.

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Amazon DashScanning tool that allows you to add products to your shopping list simply by scanning the barcode.Watch video: https://www.youtube.com/watch?v=fUyUNjyC6Qs

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https://www.youtube.com/watch?v=fUyUNjyC6Qs

https://www.youtube.com/watch?v=fUyUNjyC6Qs


FlipkartImage search app from the Indian Web shop Flipkart, simply scan any itemand the app will show that item and/or articles that look like it.Watch video: https://www.youtube.com/watch?v=E2bnDSuZ6L8

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https://www.youtube.com/watch?v=E2bnDSuZ6L8

https://www.youtube.com/watch?v=E2bnDSuZ6L8


Recognising boredom and reacting to itA group of researchers investigated 'Boredom detection' for the Spanish provider Telefónica,and can now say with 83% accuracy if a smart phone user is bored (based on different factors) and can then offer fitting content to counteract this boredom.

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Peak Performance - Location specific virtual stores The Swedish outdoor brand Peak Performance launched 'Magic Hour Virtual pop-up stores’, where the opening hours are limited to sunset and sunrise at extraordinary outdoor locations worldwide. If shopperscan confirm their presence at these locations with the Peak Performance app, they would get fitting offers and discounts.

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Where and whendoes my customers need me?How can I be present there?

Retail Trend No.2Evolving experience

Retail Trend No.2Evolving experience

Forget about customer perception. It's all about unique experiences. Being surprised in a dynamic environment with surprising promises and offers, which will contribute to a better customer relationship and support the brand promise. Brands need to go all-out to exceed the expectations, customers are not easily impressed and the bar is set increasingly higher. Brands and retailers who bring an element of fun into the consumer's life are highly appreciated. If you want people to talk about your brand, you will have to create memorable experiences that are worth sharing. Deliver Delight: retail in 2016 is (more than ever) about unique experiences, exclusivity and storytelling...

Social trends: digitalisation - robotisation - socialisation - humanisation - dematerialisation

© 2016 CROSSMARKS


Fewer, but more impactful, storesPure player Pro-direct translates online experience to flagship football store in LondonWatch video: https://www.youtube.com/watch?v=SWWrd4M6SGA

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https://www.youtube.com/watch?v=SWWrd4M6SGA

https://www.youtube.com/watch?v=SWWrd4M6SGA


Aspirational experiencesSublimotion - The most expensive restaurant in the world (20-course dinner av. €2.000 p.p.) For two years, countless professionals, including chefs, designers, architects, choreographers, illusionists, and screenwriters, worked on the world's first gastronomic show.Watch video: https://www.youtube.com/watch?v=7sC8b3dM-hM

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https://www.youtube.com/watch?v=7sC8b3dM-hM

https://www.youtube.com/watch?v=7sC8b3dM-hM


Ultimate brand experienceNike’s private fitness centre: ‘A New York factory space is transformed into a futuristicexercise studio’ Hub for Nike+ members and a showroom for Nike collections

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Ultimate brand experienceNike Treadmill Experience entices the senses and stimulates your work-out effort.Watch video: https://www.youtube.com/watch?v=sr6jH_8wB9s

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https://www.youtube.com/watch?v=sr6jH_8wB9s

https://www.youtube.com/watch?v=sr6jH_8wB9s


“People want to buy something, as fast and as conveniently as possible, with minimum fuss. That is the ultimate experience”

PSFK, the future of retail 2016Ultimate convenienceEastsa is an ‘automated staff-free restaurant’, where you can order customised quinoa-dishes. Orders are placed using mobile devices and you receive a notification when your order is ready.

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Adidas pop-up at a Youth FestivalRight place, right moment, right target group, and most importantly the right form

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How can I, in 2016, createexperiences for the customer that are worth

sharing?

Retail Trend No.3Womanizing retail

Retail Trend No.3Womanizing retail

This century is also called the Century of the Woman. Angelina Jolie symbolises the allround power woman, who combines the roles of actress, business woman, role model, and mother. Artists like Beyoncé and Miley Cyrus have made feminism in pop culture sexier than ever. In the meantime, traditional roles and relations between men and women are changing rapidly. There is more tolerance for a range of forms between female and male (agender), that primarily expresses itself in the fashion industry. We life in a she-economy, with well over 75 % of the purchase decisions made by women. Retail and communication are acknowledging this fact more and more. The male and female prototypes no longer exists. It's about common values and ideals. More than ever, retail in 2016 is about emotion and soft values.

Social trends: feminisation - socialisation - humanisation

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AgenderDepartment store Selfridges launched a ‘gender-neutral shopping experience’;unisex apparel, accessories, and shoes from international brands including Bodymap, Ann Demeulemeester, Comme des Garcons, and Gareth Pugh. With gender neutral displays,events, movies, music, and photography to spark the gender discourse.

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Interactive window display at Karwei THE DIY-STORE FOR WOMEN. DIY strategy aimed at women is successful: 20% increase in turnover after publishing a home decor magazine compared to a traditional DIY leaflet

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the

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Do-it-herself workshop Home DepotEmpower women to tackle home improvement projects,no matter the experience level.

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Metro men: more emotion67% of men have changed jobs, or say they want to change jobs, to get a better work-life balance, compared to 57% of women. Traditional role patterns are changing and men are also addressed as caring fathers, as this advertisement for buggies shows.

© 2016 CROSSMARKS


How can I, in 2016, addmore emotion to

my retail formula?

Retail Trend No.4New value structures

Retail Trend No.4New value structures

The concepts of value and price are more variable and more complex than ever. The value that is attributed to a product or service depends on a lot of different factors: time, place, activity, mood, greediness... This causes differences in the amount we are willing to pay for the exact same products. New technologies such as location based services and real time technology are getting better and better at getting the maximum value from the market and catering to individual customers. We see new forms of pricing and business models: dynamic pricing, flexible pricing, different ways to subscribe, lease constructions and value based pricing. Such as (coffee)bars where you pay for the time spend there, instead of paying for refreshments you take. More than ever, retail in 2016 is about out-of-the-box pricing...

Social trends - dematerialisation - polarisation

© 2016 CROSSMARKS


LENA - the fashion libraryDesigner clothes accessible to everyone with a subscription to LENA in Amsterdam,where, for a set amount per month, you have unlimited access to swapping clothes in the store. Countermovement fast fashion: wear beautiful clothing, but not at the expense of people and the environment.

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Subscription retail becomes mainstreamMore need for ease. Ways to open up traditional markets.New form of gaining customer loyalty.

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Bundles - Miele Laundry Subscriptions - from owner to userWashing and drying with a Miele appliance for €14.95 a month

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Paying per minuteinstead of per refreshment‘Everything inside is free, except the time you spend’ at café Ziferblat in London

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Dynamic pricing at MediaMarktUsing dynamic pricing, the product price is adapted to the price of the competition,if they lower their prices, the prices at MediaMarkt are automatically adjusted.

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In 2016, how can we be smarter when it comes to pricing, setting the right asking price, at the right time for the right customers?

Retail Trend No.5Constant self-improvement

Retail Trend No.5Constant self-improvement

We are heading towards a world with perfect knowledge. With a trillion sensors that generate data everywhere (self-driving cars, satellite systems, drones, wearables, cameras...), you can request data anytime and anywhere you want to receive new answers and insights. We are getting more used to a world where we have access to any information we want and we can use it to improve ourselves. We want to constantly improve ourselves in EVERYTHING: increase our knowledge, improve our skills and our health. We are looking for products, services and apps that will help us realise that. A number of smart devices make it possible to monitor your own health and act accordingly ('quantified self'). In 2016, the majority of people will discover the possibilities of virtual reality. In the meantime, brands and retailers want an increasingly greater share in the lifestyle of customers. Retail in 2016 is about playing a substantial role in the lives of customers...Social trends: digitalisation - robotisation - socialisation - risk control - ageing

© 2016 CROSSMARKS


Luna smart bed coverThe first mattress cover that tracks and improves your sleep. Successful crowdfunding: 1103% was funded and within 2 months over 1.1 million dollars was raised through Indiegogo

Watch video: https://www.youtube.com/watch?v=lFad6svrAUg

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https://www.youtube.com/watch?v=lFad6svrAUg

https://www.youtube.com/watch?v=lFad6svrAUg


UniversiteitvanNederland.nlScience on stage at Club Air Amsterdam.Every week a new professor. Every working day a new video.The new status markers are knowledge, skills and connections.

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Fast GoodIncreasing demand for direct consumption of healthy food.Fast food is going through a quality revolution.

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Nivea Haus - extension to lifestyleNivea products allow you to improve your skin. With the Nivea Haus, Nivea anticipates the fact that customers want to get most out of their products and life.This brand store has several locations, including Berlin, and has a complete spa and beauty parlour.

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Apple workshopsFree workshops on three levels: beginner, advanced, and professional. Such as learning to edit your own movie with Imovie.

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How can I, in 2016, become a substantial partof the life of my customers by

helping them (continuously) improve themselves?

Retail Trend No.6Human tech

Retail Trend No.6Human tech

Robots and technology are increasingly becoming a part of our lives and our bodies. We increasingly believe that technology is the solution for all problems. Insight in innovations offers us something to go by for the future. Science fiction becomes reality, biotech creates a healthier life and technical developments are becoming more human. Big brands become technology suppliers and "The Big Five" (Amazon, Google, Apple, Alibaba, Facebook) work on technologies that will improve people's lives and health. In the meantime, there is an increasing need for humanity and men helps to make technology applicable in retail environments.

Social trends: digitalisation - robotisation - socialisation - risk control - ageing - humanisation

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Paying with your heart rateNymi, MasterCard, and TD Bank Group started a pilot with a wearable devicethat makes it possible to pay with the unique rhythm of your heartbeat.

Watch video: https://www.youtube.com/watch?v=f4z8UoEKW3g

© 2016 CROSSMARKS

https://www.youtube.com/watch?v=f4z8UoEKW3g

https://www.youtube.com/watch?v=f4z8UoEKW3g


Microsoft HoloLensThe HoloLens is like a combination between Google Glass and the Oculus Rift VR-glasses, and is able to show holograms. The advantage is that you are not removing the real world, such as with the Oculus Rift virtual reality glasses, where a user is in a completely digital environment.Watch video: https://www.youtube.com/watch?v=aAKfdeOX3-o

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https://www.youtube.com/watch?v=aAKfdeOX3-o

https://www.youtube.com/watch?v=aAKfdeOX3-o


The Big Five rule the worldGoogle, Amazon, Facebook, Alibaba, Apple and the like will continue to grow, they have an (ever-)increasingly amount of customer data at their disposal and increasingly becoming a bigger part of consumers' lives. Particularly Google (Alphabet) uses data for science and the development of health care products, such as contact lenses that automatically measure the blood sugar level of diabetics.

© 2016 CROSSMARKS


AH supermarket - complete self-scanStaff will stay to provide services, but for how long?

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How can I in 2016 createthe optimal combination between peopleand technology within my retail formula?

Retail Trend No.7Hyper personalization

Retail Trend No.7Hyper personalization

In the last two years, we produced more data than in the 2000 years before that. This creates an overkill of information, giving us the need for specific information and help with searching, filtering, and choosing. Personalization takes the next step, it's no longer about asking the customer questions, but using new techniques to be able to give the customer an offer that is complete tailor-made. This way, technology is used to create 1-on-1 relations and is able to increasingly better predict customer behaviour. Prediction of anticipatory shopping is used to supply the customer with products even before he/she requests them. More and more, products, services and information should have the option of being able to adapt to the wishes of the customer.

Social trends - robotisation - digitalisation - humanisation - socialisation

© 2016 CROSSMARKS


Starbucks mobile commerceBecause most Starbucks customers don't have a lot of time, Starbucks speeded up the ordering process by ‘mobile ordering’. The resulting data can be used to serve the customer in a more personal way. By now 20% of sales is generated by mobile ordering.

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Amazon willsell you things,

before you knowyou want to buy them

~ The Wire

Predictive shopping‘Anticipatory shipping’ - it is already prepared, before you ordered.

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Personal magazineTAM Airlines created completely personalised on-board magazines for each passenger, using a Facebook connection. Information such as name and personal photos were placed on the cover and the content was adapted to the interest of the person and the magazines were put on the correct chairs.

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The future of AirbnbIn the future, a stay in an Airbnb accommodation will be personal, completely personalised content will be available through the Airbnb app and the air dock that will be located in every accommodation.Watch video: https://vimeo.com/142425286

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https://vimeo.com/142425286



Tylko furniture appUsing the augmented reality app you can directly custom-orderTylko furniture for your house, in the perfect size and to your wishes.Watch video: https://vimeo.com/125238241

© 2016 CROSSMARKS




How can I register the individual wishes of my customer

and live up to them with a fitting offer?

Retail Trend No.8Collaborative retailing

Retail Trend No.8Collaborative retailing

We use a diverse range of technologies, services and brands to supply us in all our needs. Concepts stores react perfectly to this, smart curators select the correct brands, suppliers, and products for a certain lifestyle. Collaboration is more and more often an attractive option for growth. As a result of declining expenditures in the different sectors, we see more and more collaborations in retail. Not only on a horizontal level, but also vertically in the chain or even diagonally (platform collaboration). Strategic collaboration enhances the brand and the customer relationships. By working together with suitable partners, chances arise to increase the brand value and extend the brand meaning in the life of customers. ‘Working together to stand apart’.

Social trends: digitalisation - robotisation - socialisation - risk control

© 2016 CROSSMARKS








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Concept store Hutspot & smaller brandsHutspot is a curator for an urbanized lifestyle, an initiative that brings all the good stuff. Hutspot looks for the right brands and offers them an opportunity to rent their own spot in their shop(s), in exchange for a small fee and commission over the products. Founded in 2012, they have 2 branches in Amsterdam and 1 in Utrecht and are now in talks with an investor to realise further expansion.

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Instacart & AllRecipesThe Shopping delivery service Instacart works together with Allrecipes, allowing you to directly order the ingredients needed for a recipe and have them delivered to your home. Instacart gives alternatives for these products/brands and gives wine suggestions with the recipes. Instacart also has home delivery and buys its products at Whole Foods, Costco, Safeway and other regional food partners (no own stock).

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Uber & Shopify Taxi service Uber is working together with Shopify (a commerce platform for small and medium-sized retailers) to realise "same day delivery" through its taxi service Uber Rush.Watch video: https://www.youtube.com/watch?v=FRu6M9sCfmo

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https://www.youtube.com/watch?v=FRu6M9sCfmo

https://www.youtube.com/watch?v=FRu6M9sCfmo








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Unilever & JumboUnilever and Jumbo are launching a tool to make online recipes shoppable.With a press of a button all the recipe's ingredients are placed on the shopping list of the Jumbo-app.

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Combi stores Coop & Dio & The Read ShopCoop, Dio and The Read Shop opened a combination store as a pilot,they were happy with the results, because the collaboration will be extended further andthe three parties received the NFV Franchise Innovation Award at the end of 2015.

© 2016 CROSSMARKS


Which collaboration partnerscan enhance my formula and customer

relations in 2016?

Retail Trend No.9Maker movement 2.0

Retail Trend No.9Maker movement 2.0

Interesting enough, in this time of ready-made and digitalisation, creating your ownproducts is becoming popular again. Younger generations that grew up in the 'virtual world' want to make things themselves. We appreciate products that are handmade and new technologies give us the opportunity to make exactly what we are looking for. Lab, creation and testing environments are being founded that make producing and retailing of products accessible for everyone. This creates an enormous source of creativity and innovation, also for bigger companies.

Social trends: digitalisation - robotisation - socialisation - risk control - humanisation - dematerialisation

© 2016 CROSSMARKS


RDM Makerspace RotterdamRDM Makerspace offers flexible access to their machines, rooms and network. You can purchase a 'start-working-now' card, day-card, 'strippenkaart'/multiple day-card or a monthly subscription.Watch video: https://www.youtube.com/watch?v=XeN96BFxg5U

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http://www.youtube.com/watch?v=XeN96BFxg5U

http://www.youtube.com/watch?v=XeN96BFxg5U


Do It Yourself There is a growing number of initiatives that help making your own products (such as Pinterest).Handmade is becoming more popular, following the success of Etsy, Amazonis opening the platform 'handmade at Amazon'.

© 2016 CROSSMARKS


Maker FairesIn a number of large cities (Paris, Berlin, Amsterdam) Maker Faires and festivals are organised for and byanyone who is interested in electronics, 3D-printing, robotics, drones, music, animation, video, social media, DIY, urban farming, quantified self, virtual reality and a lot more...

© 2016 CROSSMARKS


Is it necessary for my retail formulato respond to the maker movement

trend in 2016? If so, how?

Retail Trend No.10City boomers

Retail Trend No.10City boomers

In 2030 the majority of the population will live and work in cities.The popularity of the city has been increasing for years and the big city more frequently is favoured over small(er) shopping areas. We notice an inflow to large shopping areas 60,000 m2 +, attractive (fortified)cities up to 10,000 m2 and an outflow of medium-sized core shopping areas (in particular 10.000 - 40.000m2). Passer-by research shows that we within cities mainly use the same walking routes or will walk specifically from A to B and as a result do not use the so called complex walking routes. This makes selecting correct location(s) more important than ever. Even the location within a street can make the difference between retail success or retail failure. Living in the city means smaller homes, and ask for different solutions in the broadest sense of the word.

Social trends: Polarisation - urbanisation

© 2016 CROSSMARKS


The future of IKEAInteractive community city storesInflow vs Outflow Smaller locations: aimed at experience

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IKEA City storesIkea is working on a franchise in the busiest shopping street in London: Oxford Street.Trials for smaller city franchises with a limited stockfor Germany, France and Spain are being tested.

© 2016 CROSSMARKS


Is it needed to anticipatethe city boomer trend?

If so, how?


ContextualRetailingIn the age of everywhere commerce we want to receive tailor-made offers, fitting the context/place or even situation.

Evolving experienceIf you want people to talk about your brand, you will have to create memorable experiences that are worth sharing.

Womanizing retailEmotion and soft values, while traditional roles and relations between men and women rapidly change.

New value structuresNew forms of pricing and business models: dynamic pricing, flexible pricing, different ways to subscribe, lease constructions and value based pricing.

Constant self-improvementWe want to constantly improve ourselves in EVERYTHING: increase our knowledge, improve our skills and health. We are looking for products, services and apps that help us realising that.

HumantechRobots and technology are increasingly becoming a part of our lives and our bodies.

Hyper personalizationTechnology is used to to create 1-on-1 relations and is able to increasingly better predict customer behaviour.

Collaborative retailingStrategic collaboration enhance the brand and the customer relationship.

Maker movement 2.0New technologies: lab, creation and testing environments are being founded that make producing and retailing of products accessible for everyone.

City-boomersThe big city is more frequently favoured over small(er) shopping areas.

© 2016 CROSSMARKS


“We always overestimatethe change that will occurin the next two years andunderestimate the change

that will occur in the next ten.”Bill Gates