In the current climate, the retail sector has adopted a flexible strategy that makes it easier to adjust to new consumer habits. Tiendeo, a company specialising in the digitisation of the retail sector, has identified five key trends that will revolutionise retail in 2022, based on a survey of marketers from the world’s leading brands and retailers.
1. Omnichannel experiences will continue to grow
According to the “Retail Marketing Hot Trends 2022” study conducted by Tiendeo, 58.6 per cent of retailers and brands will be investing in digital channels in 2022. Changes in shopping habits have made the digital channel the preferred medium to connect with consumers.
Also highlighted in the study, investment in traditional media (TV, radio or outdoor advertising) has shifted to digital media.
Now more than ever, the use of adaptable strategies in the face of an uncertain future, together with the need to offer omnichannel experiences, will form the cornerstone of marketing strategies in 2022.
2. The rise of the “Experiential Store”
The concept of the traditional store is disappearing to make way for stores that offer experiences and that combine the physical and digital worlds at a specific time and place.
A collateral effect of this change is the collapse of the shopping centre business model as we know it today – business model that is in danger of disappearing in favour of a more flexible one. As a result, shopping centres will no longer just be places to spend time in, but will become meeting points where spaces will become stages, where different types of shows will be offered to encourage the consumption of a particular product or brand.
The objective of this change in business model is to attract the public to the store (both those who intend to buy and those who don’t) and thus create a unique emotion-based experience that creates a greater connection and bond.
“Although physical stores are still very popular, consumers want a memorable and frictionless experience, where digital will play a key role,” commented Eva Martín, CEO of Tiendeo.
3. Technology as a catalyst for change
Mobile sales support solutions, interactive kiosks, checkout-free shops… This will also be the future of retail, the report found. With the incorporation of technology and artificial intelligence into the sales process, we will see more and more smart stores, allowing consumers to shop in places that are virtually unmanned and where there is no checkout.
Last month, Tesco tested a new type of supermarket focused on autonomy and self-service in central London: its first checkout-free store, which allows customers to walk out with their purchases without having to scan their products or check out.
When it comes to online shopping, we will be taken to the store from the comfort of our own homes through augmented virtual reality. An example of this is Dyson, which opened its own virtual store where users are invited to try their products remotely and thus initiate the purchasing process.
4. The circular economy will be at the core of our strategies
Consumer concern for the environment is driving retailers and brands to adopt a more environmentally responsible strategy. Zero waste, second-hand and used markets will continue to grow as they address a crucial issue for the sector in 2022: reconciling purchasing power and environmental protection.
5. Long live social shopping
Although social shopping is already a well-established trend, in 2022 we will see more and more brands and retailers using this medium as a complement to e-commerce, where social selling will rely mainly on influencers and brand ambassadors.
According to the Tiendeo study, over half of retailers and brands intend to increase their advertising investments on social networks in the next 12 months.