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eLearning > Business > Hyper Convenience > Module 2 / 4

Addiction & Transaction

Instructor: Sean Watson
Digital Engagement
Download the Digital Engagement Trend Report
In this first module, Sean dives into the ways gamification in consumer transactions is creating more excitement and interaction in today's retail world. Modern consumers expect both entertainment and seamlessness when interacting with brands. Those that can offer a combination of these two things will stand out among competitors.

Sean takes a closer look at convenience through the lens of addiction and transactions. How can brands create a simple, yet enticing experience for consumers? He uses examples from retail, transportation, tourism and hospitality to illustrate the opportunities for brands to connect with and satisfy today's busy consumers. 
Related Trend Report: Digital Engagement
Workshop Questions:
1. If your service or product existed as a stand-alone app, how could you gamify the experience?
2. How can you make all transactions seamless and if not seamless, how can we take advantage of each touchpoint?
View Innovation Webinars
Featured Insights
Niche Rideshare
Rideshare services adopt inessential but useful add-ons
Trend - With the rideshare industry continuing its dominance within the transportation space in global cities, the major brands in this area are offering increasingly niche functions and add-ons to rides.
Workshop Question - How could your brand adapt to the niche preferences of its customers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Stay
Hotel brands incorporate elements of gamification in their accommodations
Trend – Hotels are prioritizing gamification in many forms–whether that's in the theme of the rooms they offer, in their loyalty programs, or in additional elements they offer throughout their customers' journeys. By gamifying the standard hotel experience, brands are prioritizing playful brand-customer interactions that offer a point of distinction from competitors.
Workshop Question - How could your brand incorporate gamification into its product/service?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Gaming
Retailers outside of tech incorporate in-store games to boost engagement
Implications - Non-tech retailers are incorporating gaming in various forms in stores for the purpose of boosting engagement with their brands and products. This shift comes as brick and mortar increasingly relies on the same levels of interactivity that e-commerce incorporates so fluidly, catering to consumers who are seeking the best of both worlds in their purchase journeys.
Workshop Question - How can your brand adopt gamification in its in-person marketing or brick and mortar experiences?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appointment Retail
Appointment-only retail shopping ensures safe in-person shopping experiences
Trend - Though businesses around the world have reopened for in-person shopping, revamped health protocols are common and often required of them. One of the ways in which stores are maintaining distance and managing employee and customer health is by only letting those who have made appointments prior enter stores.
Workshop Question - How could your brand better address consumer anxiety?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grocery Pop-Up
Pop-up grocery stores are offering people convenience and specialty items
Trend - Pop-up grocers are more common as people seek out experimental or specialty food items, and as people's need for convenient grocery options expands. These stores are in a variety of settings, including everything from hospitals to communities.
Workshop Question - How is your brand prioritizing convenience and experience simultaneously for its customers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Addition
Retail brands make the store a destination post-Pandemic
Trend - Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Workshop Question - Conceptualize an experience that will fit into the COVID-19 climate.
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post Hospitality
The hospitality industry is making changes to accommodate post-pandemic health
Trend - The hospitality industry will take some time to fully recover from the economic hits it's taken as a result of the COVID-19 pandemic, but its gearing up for an uptick in demand anyway. New measures and products that prioritize safety and sanitization are increasingly important to businesses and customers in this space.
Workshop Question - How is your brand adjusting to post-pandemic safety?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prescription Delivery
Brands are delivering medication right to patients' doorsteps
Trend - In an uncertain time of the global COVID-19 pandemic, pharmacy brands offer accessibility to their medications by exercising streamlined delivery services to cater to the medicinal needs of patients.
Workshop Question - How can your brand pivot services to cater to a time of uncertainty?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Themed Resort
Resorts centered around themes offer memorable visits
Trend - Resorts that are centered around specific themes are on the rise, catering to a range of interests that encompass everything from environmental issues to athleticism. This shift comes as brands recognize that consumers are straying from “one-size-fits-all” approaches and are increasingly leaning towards experiences that are customized to their interests.
Workshop Question - How could your brand center one of its products/services around a specific theme?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rideshare Integration
Rideshare services tap into urban transit networks for more seamless access
Trend - Seeking to combat on-going commuting issues, rideshare services are partnering with public transit and other city initiatives to create more seamless rides for consumers. These examples speak to the willingness of private services to collaborate with other city services as means to keep the consumer in mind.
Workshop Question - What adjacent industry could you tap for a partnership to create a more seamless experience for your consumer?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends