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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?
5.8
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?
6.3
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?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
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?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intelligent Loyalty
Artificial Intelligence is being incorporated into loyalty programs
Trend - Brands in the retail space are using AI to enhance their loyalty programs, seen in everything from clothing to food industries. This shift allows consumers to receive the benefits of reward systems in a way that's more interactive for them, and more functional for the brands in question.
Workshop Question - Conceptualize an AI-based rewards platform for your brand's loyal customers.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Retail
Businesses focus on providing a multitude of products and services in one place
Implications - Brands are taking the one-stop-shop format to the next level by offering consumers easier ways to plan, access and complete all their necessary shopping needs in one go. Tapping in-store offerings as well as online apps, brands are realizing the importance of convenience when it comes to consumer experiences, and with that, are combining often different experiences to become one unique activity. From retail destinations that give you all your wedding necessities to branded apps that combine online loyalty programs with in-store functionalities, these examples not only offer convenience, but speaks to the growing desire for customized experiences among consumers.
Workshop Question - In what ways could your brand customize your product or service experience to be more convenient and aligned to their needs and rituals?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appified Purchase
Brands incorporate personal apps into the brick-and-mortar shopping journey
Implications - The incorporation of customized branded apps into the consumer’s in-person shopping journey is on the rise, with brands curating or elevating the brick-and-mortar experience by providing more information on the products in question, and by generally easing the shopping experience. This shift comes as consumers increasingly prioritize researching the products and services they’re looking to purchase.
Workshop Question - Conceptualize an omnichannel shopping experience for your product/service.
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hotel
Brands create custom overnight experiences for their consumers
Implications - In line with the ever-growing experience economy, brands are consistently looking for ways to engage and immerse their consumers in new ways. That’s where hotels come in. Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. More of an all-encompassing experience than pop-up, these branded hotel experiences allow retailers to not only showcase their products and services, but create environments where consumers can interact, relax and engage with the brand, turning a standard product experience into an interactive social gathering.
Workshop Question - How could you create a story or social experience around your products and services? How can you make it more of an event than merely point of purchase?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Up Ubiquity
Brands on the extreme ends of either fast or luxe fashion embrace pop-up shops
Implications - The ubiquitous nature of pop-up marketing is now apparent in the fact that retailers on extreme ends of the mass-market and luxury scale are embracing it. Where once the former's strong global presence and the latter's aim at exclusivity offered associated brands justification for upholding the status quo, there now exists a role reversal in which mass-market retailers seek to strengthen loyalty via the perceived exclusivity of pop-ups, and luxury retailers seek to broaden their reach and accessibility through this marketing tactic.
Workshop Question - Conceptualize an alternative campaigning approach that your brand has not yet considered.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Journey
Once-costly travel options are made more accessible for the average consumer
Implications - Brands associated with luxury travel are accommodating individuals with constrained budgets by offering more cost-effective, but still high-end, travel options. With the social media age putting more pressure on average consumers to live seemingly "luxurious" lives, this shift is able to accommodate elements of that preference in a way that remains accessible.
Workshop Question - How could your brand accommodate the shifts in consumer behaviour that have been accelerated or kickstarted by the social media age?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends