The document summarizes key takeaways from the 2016 Consumer Electronics Show (CES) in Las Vegas and their implications for shoppers and retailers. Some of the major technology trends highlighted include the growing adoption of internet-connected home devices and appliances; wearable devices and mobile health technologies; mobile payment solutions; advances in automation technologies for tasks like driving and household chores; integration of technology and design; security technologies; and the rise of virtual and augmented reality content and applications. The document concludes by noting that CES exposed how tomorrow's technologies will influence shoppers and provide opportunities for brands to engage customers through new channels, incentives, and forms of interaction.

1. THE IMPLICATION
OF TECHNOLOGY
FOR SHOPPERS
IN 2016

2. INTRODUCTION
CES, the annual Consumer Electronics Show, hosted early January in
Las Vegas, has become the global go-to event for everything tech.
Whilst the show’s first outing occurred in 1967, the reality is that
today’s enormous event now offers up much more than consumer
electronics as it spans every human-related category from domestic
living, commerce and travel to apparel, physical performance and
wellbeing.
The implication of being across the latest technological
developments provides brands and retailers insight and inspiration
to improve and develop shopper conversation relevance,
connection channel appropriateness, motivating incentives and new
methods of interaction.
The MARS Agency sent a team of US and European colleagues along
to the show to establish the key take-outs for 2016 and how
tomorrow’s technology will influence shoppers today.

3. HOME LIFE ENHANCERS
The domestic application of IOT (internet of things)
was heavily prevalent at CES offering complete
platform solutions from global players such as
Samsung’s Smart Things along with a host of
component solutions provided by up and coming
hardware start-ups.
Beyond the steadily growing early adopters of
connected home platforms, 2016 is realistically the
year for shoppers to consider technology and
appliance purchases with a view to understanding
their future integration compliance capabilities.
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4. HEALTH AND WELLNESS
Possibly the most dynamic section of CES were the
halls given over to the Health and Wellness industry,
delivering a breadth of solutions to help humans
accurately self measure, care or improve their
performance and wellbeing. Whilst it’s not a new
sector, there’s rapid year-to-year growth in the
industry’s tech-capability.
2016 will see the continued boom of shoppers
choosing wearable alert and measurement
technology in extending formats that include wrist,
dynamic-app mobile, remote sensor gadgets,
clothing and ‘headware’.
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5. MOBILE TRANSACTING
The adoption of mobile payments over the past 12
months has seen this behaviour move from niche to
the mainstream and core players in this space were
using CES to land grab their claim to the most
efficient shopper-pay solutions.
With the notable absence of Apple at CES, making
the biggest impact were Samsung and their Pay
wallet that boasts the widest retail POS hardware
compatibility along with Mastercard who pushed
their payment app’s omni-channel capability.
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6. NEXT GENERATION
AUTOMATION
There was a renewed sense of believability around
intelligent hardware that purposes to help, or
make redundant, a wide range of everyday lifestyle
tasks, ranging from CES show-stopper driverless
cars to clever fridges, domestic robots, drones and
time-saver mechanisms.
Shoppers are now being credibly exposed to tech
that can improve – and usefully change – their
everyday lives with immediate possibilities around
domestic chores, mobility, grocery shopping and
mundane repetitive tasks.
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7. DESIRABLE TECH
CES exposed the stylistic refinement of existing
technology, featuring heavily on wearables,
domestic-must-haves plus travel and
entertainment hardware.
The tech-solution owners have forged an array of
partnerships with designer brands including
Adidas, Burberry, L’Oreal, Tag Heuer and DKNY to
name a few, providing instant integrity and new
impetus to drive desire for the latest gadget.
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8. SECURITY TECH
There is a broadening offer of hardware and
software that lined up protection as it’s core benefit.
Whilst personal data led the way at CES in security,
many other aspects of life have been given the
peace-of-mind layer.
Shoppers will be switching into gadgets that
wirelessly alert them – and other organisations –
when their skin, children, clothing, luggage, pets,
home and personal items are threatened with harm.
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9. VIRTUAL CONTENT
VR has established itself as the evergreen exciting
development at CES and the last couple of years
have seen the most progress in terms of content
capability, quality and user accessibility. 2016 is the
VR pivot point delivering brilliant 360⁰ realism via
readily available consumer hardware.
Whilst gaming is the progressive Virtual Reality no-
brainer, retail and entertainment content will be
presented to shoppers for engaging life-like remote
experiences.
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10. CONTACT
Darren Keen
European CEO
dkeen@marslondon.co.uk
Rob Rivenburgh
CEO North America
rivenburghr@themarsagency.com