Electronic devices and information and communication technologies have changed the way we relate to one another and to consumer goods. It’s no surprise, then, that this shift has sparked a true digital transformation in retail, bringing a great deal of innovation to every stage of a solid marketing plan — from promotion to the point of sale.
Today we’re going to talk about the values this digital transformation is bringing to the world and how it affects consumer behavior and needs, and we’ll also present some important trends that retail needs to adapt to in this new landscape. Check it out!
From the analog world to the digital one
Technology has never developed as fast as it has over the last 30 years. As a result, the 21st century begins in a period of transition, in which society’s values adjust to the way it now works, and vice versa. In other words, much of what we now do with technology has changed how we understand the world, and because we understand it differently, we also see the possibility of acting differently.
For example, many social activities that used to happen only face to face now use digital devices as intermediaries, so we’ve started interacting with our circles in different ways. Because of this, two mindsets have begun to clash and blend.
With the rise of the internet, producing and consuming information became much easier. It’s no longer necessary to wait for it to come from centralized institutions — such as newspapers, publishers, and radio and TV stations — or to submit to their approval in order to share a new idea or opinion.
This is part of a shift in how media works, moving from a “one-to-many” model to an “all-to-all” model. Whereas information used to be distributed only by these institutions and consumed by a mass audience of readers, listeners and viewers, today every user is at once a consumer, distributor and producer of their own content.
This is a fundamental step in the development of globalization, which brings us closer to other cultures and makes us better able to build strong communities around preferences and behaviors that were once seen as deviations and, for that reason, were overlooked by the market.
What’s more, once cell phones started getting “smarter,” users’ wants began to be met with quick answers, anytime and anywhere, as long as they’re connected — and we always are.
Since our actions change our mindset and our mindset also changes our actions, we’ve come to want the interactivity we find in the digital world outside of it as well.
We’ve also grown used to the freedom it gives us to leave our virtual mark, to communicate through multiple forms of expression and to be diverse.
Digital transformation in retail
The values we’ve just described — responsiveness, diversity, instantaneity and ubiquity — along with our beliefs about how they will transform the future, become essential ingredients for a modern marketing plan capable of appealing to the consumer of the new millennium.
They can be applied in a number of ways to the brand’s own values, to product promotion and, above all, at the point of sale. Promotion, therefore, should take advantage of the new “all-to-all” model through which information spreads today, instead of relying solely on legacy media.
The point of sale, as the place where the purchase decision is made, needs to be interactive, allowing consumers to express themselves. It also needs to be ready to respond to them appropriately, so they feel like a more active part of the relationship, transforming their shopping experience.
Ads and promotions should take consumers’ identities into account and anticipate their main needs, building profiles intelligently based on the trails consumers leave as they browse, both online and in the real world.
With all this in mind, you’ve probably realized that, to stand out from the competition today, it’s essential to pay attention to how the values of the digital world are transforming retail. To bring you up to speed on the subject, we’ve rounded up a few trends that are already a huge success.
Augmented reality
Augmented reality has emerged as a great way to innovate, given the value placed on responsiveness. It involves using electronic devices to transform the user’s interactions with real spaces or objects by adding virtual elements.
It can be used by staff at the point of sale, with a digital screen equipped with motion sensors to present a product in a more engaging way, or by consumers themselves, as with smartphone-mediated interactions with the environment and the products.
A great example is responsive mirrors in fitting rooms that recognize garments and display additional information about them, such as stock availability, suggested looks and accessories that go with the pieces.
Holography
Holography has been part of our collective imagination ever since science fiction movies. With projectors, it’s possible to create moving images that, in addition to giving the space a futuristic look, also inform consumers or convey the brand’s values.
Surfaces for these projections can be small, almost hidden among the store shelves, or as large as the side of a building in the middle of the city, making use of its structure and transforming it through video mapping.
One example is holographic assistants that interact with consumers at the point of sale, answering their questions and making the shopping experience more engaging.
Social media integration
If social media is our new television, advertising needs to follow that flow and establish a presence in these new spaces where everyone has a voice. There, the loudest voice belongs to whoever gets shared the most, not necessarily whoever pays the most for exposure.
So, more important than talking about the brand itself is talking about the feelings and values it shares with its consumers, and touching them in a way that makes them feel the need to echo the message. That’s how advertising goes viral.
Even if, for now, you doubt that any of these trends could fit your company’s profile, it’s worth learning about the subject and looking for alternatives, since there are plenty of options. Sometimes all you need is that little “nudge” to adapt your business to the future of retail.
We hope today’s post has helped you understand how much the values of the digital world are replacing those of the analog world, as well as the importance of this digital transformation in retail.
If you’re interested in learning more about the consequences of these changes and how to keep your company up to date, subscribe to our newsletter!
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