Trends Shaping the World of Retail

4 TRENDS SHAPING THE
WORLD OF RETAIL*
October 2017
*Not all examples will be purely Retail

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Table19.co.uk • @WeAreTable19 2
What’s the common thread between the
following images?

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Each example is demonstrating how brands are using data, tech and insight
to give customers a reason to choose their products and services over others

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There’s a lot of talk out there about these three elements. But how
are brands using them to create a point of distinction?

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4 Trends
• What is the trend?
• What’s driving it?
• Examples of it in action

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Brands working in partnership with other brands (in
a mutually beneficial way) to deliver better
experiences/services to consumers, or working
directly with end-users/ambassadors to develop
new products/services

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As the world we live becomes more and more connected ,
there is a belief that shared interests and attitudes are more
relevant ways of understanding audiences than traditional
demographic categorisation, such as gender, age or location.
With this in mind, brands are seeing opportunities to connect
with audiences that have perhaps, historically, been outside
of their traditional targeting activities. Working with other
brands that already have a connection with these audiences
makes sense not only in terms of shared resources but also
because of the ready-made associations and trust that the
‘partner’ brand can tap into.

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Hermès has opened a space in Nordstrom’s Seattle flagship, featuring jewellery and scarves;
categories that include its most entry-level pieces. The aim is to draw in new customers, from
regular Nordstrom shoppers in their 40s and 50s to the very young and fashion-obsessed. The
boutique, created by the special designer Robert Storey, reads as an upscale playground, with
little archways, nooks, and a hanging installation built from scraps of Hermès scarves sewn into
long, spaghetti-like strands. The Instagrammable décor is a metaphor for the boutique’s overall
goal: to recast precious goods as something touchable and light-hearted. Rather than sitting
under glass, products will be displayed out in the open

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Co-creation
Rewarding
Behaviour
Ease Brand Referrals

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Co-creation
Nike partners with FKA twigs as Creative Director for the
new Zonal Strength Tights campaign.

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Eating green veg doesn’t always feel like a rewarding experience – unless you are a Vitality
member. Customers receive a discount – and free delivery – providing their basket is at least 30%
healthy. And you get Vitality points per £2 spent, which can be spent on rewards such as cinema
tickets, your morning Starbucks or even an Apple Watch.
Rewarding
Behaviour

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Ease

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Brand Referral
Spotify has launched a new partnership with Headspace, where people will be able to subscribe to both of
the services for a reduced price.
”With playlists focusing on things like calm, sleep, study and exercise, Spotify Premium perfectly
complements Headspace’s guides to training the mind for a healthier, happier life. We’re excited to offer
our users access to both services in a simple and convenient way.”
Andy Puddicombe, founder of Headspace

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Characterised by brands exploring new ways of
communicating with their customers in ways that
inspire trust

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Brands exploring new ways of communicating with
their customers in order to inspire trust
An increasing awareness of the disparity between
'hollow' marketing promises and actual brand
activism, has led to consumers demanding that
brands demonstrate their social impact, health, or
ethical claims. 58% of adults say they won't trust a
brand until they have seen real-world proof that
action is backing up promises (Ipsos Mori)

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Greenification Proof

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Unpacked: Self-Service Refill System is Housed at
London's Planet Organic and is also a (separate)
chain across Germany called ‘Unverpackt’.
Customers are encouraged to bring their own
reusable packaging, while products in the self-
service refill system include everything from oats
and quinoa to balsamic vinegar and chemical-
free cleaning products.
Greenification

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IKEA have developed The Growroom, a globe-
shaped, DIY garden designed precisely for
people without a lot of space, encouraging
people in urban environments to grow their own
food locally and bring some greenery to
concrete jungles worldwide. They have
published the 17-step instruction pack online for
free. The idea being that by eradicating the
flatpack shipping process, the eco-footprint of
the Growroom can stay low, which is exactly the
point of growing food locally.
Greenification

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Proof
REI is an outdoor activity retailer that, in 2015, started a movement for people to
reconnect outdoors over the holidays. It closed on one of the most popular shopping
days of the year (Black Friday), paid its 12,000+ employees to spend time outside, and
invited America to join in. The response was overwhelmingly positive. More than 1.4
million people and 170 organizations chose to #OptOutside

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A campaign by TBWA/Paris for U Supermarkets put printed snapcodes on the origin labels of fish, connecting the
customer to the Snapchat Spectacles of a fisherman, a sales manager, and a fishmonger. The content chronicled
the fish's final hours before arriving at the fish counter. It also proved it was fresh, as Snapchat Stories only last for 24
hours -- so, if there was a story behind the origin label, that meant that the fish had arrived that day.
Proof

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Proof
Rather than use its social channels to simply push
pictures of models wearing its collections, Arket
highlights the places, factories and people that are
responsible for producing its clothes

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The Optimised Self

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The drive for constant self improvement, enabled by
tech and acknowledging the need to look after
ourselves better so that we can cope with our
'pressurised' always on lives.

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We live in an 'always on' world, with constant access to an
overwhelming excess of information. The 'stress' this is
putting us under has led to us seeking out coping
mechanisms and ways to better look after, and ‘improve’
ourselves. A big winner as a result of this has been the
‘Wellness’ movement. Championed by the luxury industry
and enabled by social media and apps, has become a trillion
dollar industry.

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Selfridges has an entire Body Studio - 37,000 sq ft dedicated to health
and wellness. Not only does it sell activewear, lingerie and wellbeing
products, but it hosts fitness and health classes ranging from ‘Is the cult
of wellness unhealthy?’ to musical active classes for kids. And if you’re
hungry, you can visit the Hemsley + Hemsley café for a bite to eat.

SUB TRENDS OF
THE OPTIMISED SELF

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Holisticism Facilitating
Bio-Hacking

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Adidas’s All Day app takes a holistic approach to
health and fitness. Users can track movement,
nutrition, mindset, and rest, and access daily content
and inspiration from experts in these areas.
Holistiscism

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Facilitating
To help customers beat Blue Monday in January, Pizza Hut
created its first multi-sensory eating experience aimed at
beating the January Blues. It created a pizza containing oily fish,
mozzarella and crunchy vegetables. And asked psychologists to
identify the 10 video and audio cues that would make us the
happiest. What do you think they were?...

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Facilitating
Monarch airline creates world’s first ‘mood food’ in-flight
menu – designed to take the stress out of flying. The menu -
designed by the man behind Heston Blumenthal’s science-
inspired dishes - was created after a study revealed 72 per
cent of Brits find holiday travelling stressful.

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Bio-Hacking
“Biohacking,” refers to the practice of total body
optimisation, taking into account the environment
around you and even your genetic makeup, using
as much information as you can to optimise
yourself. While typically a substance-free buzzword
for the wellness industry at large, it can refer to a
more scientific practice of self-enhancing.

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Today, start-ups claim they can link everything from beauty routines to fitness regimes, nutrition
plans and travel itineraries, and, in the case of Marmite’s latest campaign, even your preference for
its spread, to consumers’ individual genomes. But academics working in the field have been quick
to question whether many of these consumer-facing applications can deliver on their promises.
Such claims ultimately risk prematurely reducing to a gimmick a process that could – if given time
to be refined further – transform product personalisation across sectors.
Bio-Hacking

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Combining the digital and the physical to
deliver more seamless and remarkable
shopping experiences

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The growth of e-commerce continues to upset the traditional
order in Retail. Retailers face the challenge of providing a
seamless digital service whilst ensuring their physical spaces
remain relevant and deliver strong customer ‘experiences’ to give
shoppers a reason to keep coming back to them over their
competitors. Technology is an enabler for both and is creating
new channels (both physical and digital) to meet consumer
demand and expectations; from shoppable 360 videos and voice
search, to A.I. and the ability to pay simply by smiling

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China is streets ahead when it comes to digital payments. The latest leap is facial
recognition technology that allows a customer to pay by literally flashing a smile.
Alibaba’s Ant Financial affiliate launched the ‘smile to pay’ service in Hangzhou, the
location of the company’s global HQ, where it is being trialled with KFC.
The payment process doesn’t require a smartphone, assuming that the customer
has already signed up for the Alipay app and enabled facial recognition. A 3D
camera located at the point-of-sale scans the customer’s face to verify their identity,
while there is a phone number verification option for additional security

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IKEA Place is an iOS app that allows
customers to see, via augmented
reality, how furniture will look in their
own homes.

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To celebrate the arrival of summer (and promote swimwear),
Topshop created a VR experience in their flagship store, based
on a water slide over Oxford Street.
They complemented the experience with the scent of sunscreen
and summery food pop-ups in-store.

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The latest iteration of the Amazon Echo promises to help you
optimise your style. It can do everything the other Echo devices do, as
well as fashion specific features: It can give you a 360 view of your
outfit, help you create your own lookbook, and use machine learning
to rate your outfit based on fit, colour, styling and current trends.

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Hello Ava is a machine learning/bot
assistant to provide personalised
skincare recommendations. You
interact over message, it
recommends products and pulls up
a shopping page. For example, you
tell it that you’re short of sleep and it
gives you a variety of products that
can replenish you. ‘It is something
that customers can engage with on
their terms, as they search for advice.

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Hyper-Reality is a concept film by Keiichi Matsuda created in 2016. It presents a
provocative and kaleidoscopic new vision of the future, where physical and
virtual realities have merged, and the city is saturated in media

Trends Shaping the World of Retail

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