The smart people from PSFK released another version of their retail trends report. They’ve identified three key themes for 2011. Interesting stuff!
Online expectations, offline experience
The popularity of online shopping is changing shopper attitudes and expectations towards brick and mortar stores. Customers now want the same level of convenience, access and detail that they can get through e-commerce sites, along with the personalized recognition and service that comes from learned behaviors.
Shoppers are using online tools and mobile technologies to get the most out of their shopping experience from planning to purchase. Instant access to information is enabling customers to take advantage of nearby deals, find the specific product they’re looking for and leverage their social influence to receive exclusive recognition.
Refined retail cartography
The wider integration of technology within in the retail environment, whether through digitally enabled displays or staff, is causing retailers to reconsider the layout of the store. When essential aspects of the shopping trip like checkout can take place at any location in the store, retail designers are focusing on creating compelling customer experiences at every touch point.