Had a tough 2015, fighting L4L? Need a little inspiration on preparing for a good start in 2016? Want to know what challenges will come next?
Here come 10 trends with a high probability of shaping your future in retail in the year 2026. There is only 10 years left to prepare, so start early:
Total omni-channel integration has arrived, with customers freely shifting between offline and online. New store processes emerge. Individual cash registers have disappeared, we use Smartphones to scan items in the fitting room, pick a shopping bag and leave with our purchases.
+++ European city councils seek to revitalise downtown shopping areas by limiting Internet deliveries. The city of Copenhagen declares itself a click & collect-free zone. +++
Online goes high street
Former Internet pure players occupy 15 percent of Europe’s high street retail areas. High initial losses in stationary retail are explained to shareholders as
investments in a dynamic growth market. +++ Amazon opens its 100th German megastore and struggles to overcome the stale media image of the Internet department store. +++
Retail goes digital media
Global fashion brands have virtually taken over fashion reporting with their own editorial staff. The Alibaba Media Group aquires licensing rights for Vogue and Elle. It launches the first Vogue collection a short time later.
+++ YouTube and Netflix are No. 1 and No. 2 most viewed media. Conventional TV maintains just a 15-percent share of viewers over the age of 60. BBC turns its London TV broadcasting studios into a television museum. +++
New expansion targets
Despite shrinking sales at brick-and-mortar stores, retail spaces continues to grow by one million square metres annually in Germany. Per-m2 productivity has declined by 17 percent since 2014.
+++ Europe’s biggest shopping centre opens on the site of the never-completed Berlin Airport. Each day, 10,000 automonously driving Google Cars shuttle 30,000 tourists free of charge from the city centre to the new retail wonderland. +++
Sourcing goes Europe
Labour costs in China have reached southern European levels. Thirty percent of production has returned to Europe. Air freight is banned for Asian goods priced lower than
10 euros per unit.
+++ European labour authorities set up seven job centres in North Africa. Jobseekers are offered plane tickets and 400 euros in “welcome money” to come to Europe. +++
The European fashion industry implements the third amendment for socially responsible production. From the next season on, a tag showing a photo of the seamstress, where she lives and what she earns is attached to each item of clothing.
+++ H&M individualises its pricing: each customer decides whether to buy at the regular price or socially responsibly at a 30-percent surcharge. +++
Walker-frame rental stations replace bicycles in downtown areas. Even young people no longer want to carry their own shopping bags: 50 percent of store purchases are
delivered to customers’ homes.
+++ DHL operates drone flight centres for shopping bags in pedestrian zones. Leading window manufacturers cooperate with Amazon to develop the first drone landing skylight. +++
Online vs. offline
Online retail stopped growing in 2021 – Internet consumerism has reached its limit. The average European downtown area sees more daily traffic than eBay and Amazon.
+++ Consumers begin making spontaneous shopping trips without Google cars and GPS guidance. Market researchers coin the term “Adventure Shopper” for this new type of customer. +++
Filling stations led the way and computer games perfected the concept: variable pricing and individual scores for rebates and CRM shape fashion retail.
+++ On entering a store, consumers receive an individual Shopper Value Score via an App. Factors like personal shopping behaviour, day of the week, time and current store inventory are used to create a customised rebate programme valis for two hours. Top scorers earn the title “Master of Retail”. +++
The robot saleslady is reality at last. She is always courteous, has the right answer to every question and knows the customer’s background better than any flesh-and-blood salesperson.
+++ No more discussions with trade unions about 24/7 business hours. Personal shopping takes on a new meaning: shoppers planning to spend more than 500 euros can book a real saleslady and look forward to a less knowledgable, but more enjoyable companion. ++++