SGMagazin_2015_07

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SG 7/2015
T R E N D S
T he company Vend with offices
in the United States, New
Zealand, Australia, Canada,
Great Britain and Germany is a
cloud-based retail software platform,
which enables retailers to manage
their inventories, reward customer
loyalty, and garner insights into
their business in real-time. It pub-
lished emerging trends and technol­
ogies that will make waves in 2015.
1. Boomers and millennials will
continue to heavily influence retail
Retail in 2015 will continue to be
driven by the needs and preferences
of two prominent generations:
baby boomers and millennials.
Merchants who want to reach millen-
nials will need to invest in mobile, as
they are the largest group of
smartphone owners. Speed is also an
essential factor when it comes to
reaching the Gen Y market.
2. Social networks will serve
as shopping platforms
Brands have used social media to
market their products, talk to custom-
ers, and even make merchandising
decisions; but in the coming months,
we anticipate merchants to add ”sell-
ing” to the list of things they can do
on social sites.The recent launches of
shopping functionalities in the social
realm tell us that social is going to get
a whole lot more shoppable in 2015.
3. Brands will double down on
Corporate Social Responsibility
Consumers are more drawn to retail-
ers that invest in Corporate Social
Responsibility (CSR). A survey by Cone
Communication and Echo Research
uncovered that CSR is for 87% of con-
sumers factor of purchase decision.
4. Points-for-purchases model
will no longer be effective
Enriching and personalizing the shop-
ping journey will no longer be limited
to tailored product recommendations
Retail trends and predictions for 2015
and offers. Retailers will find addition-
al ways to make each customer‘s
experience unique and memorable.
Retailers would have to deliver more
imaginative efforts to reward and
incentivize shoppers. The loyalty
programs of the future will reward
shoppers for their actions and en-
gagement, rather than just purchases.
5. Retailers will adopt and
experiment with technology
Merchants will adopt and/or experi-
ment with tech innovations and figure
out how they can use them to improve
the shopping experience. Initiatives
to make the cash register extinct will
continue to go strong in 2015. Cloud-
based point of sale systems have
proven that they can outperform
old-fashioned registers in all aspects
(performance, functionality, looks).
6. Data will be more
accessible and powerful
The number of SMBs using big data
and analytics grow. Retailers will
realize that they need to rely on data
in order to get to know their custom-
ers and provide customized shopping
experiences. Swarm for instance,
gives brick-and-mortar stores the
ability to analyze foot traffic so they
can make better decisions and tailor
customer interactions.
7. Companies will find better ways to
manage risk and protect customers
The past couple of years have brought
us far too many horror stories of data
breaches in retail. Consumers aren’t
just looking for unique and conveni-
ent shopping experiences – they
also want their purchasing journeys
to be safe and secure.
8. More retailers will take
control of their value chain
In their book, The New Rules of Retail,
Robin Lewis andMichael Dart brought
up an excellent point about modern
retail success. According to them, if
retailers truly want to provide compel-
ling shopper experiences, they would
have to take more control of how
their products are manufactured,
marketed, and distributed. Addition-
ally, speed and convenience will
become more important than ever,
so merchants will come up with better
and faster ways to get products
into the hands of their customers.
9. More ecommerce sites
will set up shop offline
For one thing, the majority of overall
retail sales are still taking place offline,
and ecommerce sites have realized
that they need to set up physical
shops if they want to gain significant
market share. Additionally, the need
to provide seamless online to in-store
experiences continues to grow, and
successfully pulling this off requires
both a digital and physical presence.
10. Retailers that localize their product
mix and store formats will win
Localization will be more important
than ever. Merchants that customize
their stores and merchandise accord-
ing the needs of their local communi-
ties will find great success in 2015.
11. Mobile will continue
to grow in all directions
Mobile will show no signs of slowing
down this year and we anticipate
smartphones and tablets to play
bigger roles in the shopping journey.
More retailers will introduce mobile
loyalty programs.
12. Stores with omnichannel
strategies will continue to thrive
Retailers embracing multiple chan-
nels to serve customers will be some
of the most successful. Omnichannel
retailing has begun to pay off for a lot
of companies. The retailer has found
that click-and-collect not only serves
as a convenient option for customers,
but it also increases spending. •
NEU
AB KW
34/2015
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