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eLearning > Retail > Omnichannel Retail > Module 2 / 5

Hybridization in Retail

Instructor: Ady Floyd
Brand Engagement
Download the Brand Engagement Trend Report
In the first module of omnichannel retail, Ady explores what Hybridization means in the retail landscape and how it's being used to fuel successful retailers today. In order to capture the attention of shoppers from all generations, retailers need to combine online and offline platforms to create seamless shopping systems. It's no longer enough to offer just one single platform, or even two; brands need retail hybridization that binds together apps, brick-and-mortar establishments, e-commerce, beacon technology and everything in between in order to reach the masses.

In this module, you'll learn about what trends are being used to create these interchangeable platforms and allow consumers to experience the best of online and offline shopping as one.
Related Trend Report: Brand Engagement
Workshop Questions:
1. How could you integrate your brand or products into adjacent markets?
2. What is one industry you could tap for inspiration?
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Featured Insights
Retail Retreat
Brands are displaying products outside the store setting as a fun retreat
Implications - As consumers seek out retail experiences that go beyond simple product purchasing, brands are taking note by setting up showrooms and product displays that take place in alternative settings, specifically environments that offer rest and relaxation. Offering consumers hotel rooms and apartment units that integrate the brand’s product lines, retailers are allowing consumers to experience what enjoying their products would be like in real-world settings.
Workshop Question - How could you integrate your brand and products into adjacent markets and businesses?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brick-and-Modem
Physical stores' rise in popularity prompts online retailers to adapt
Implications - Years ago, online retailers took the traditional market by storm, upending the brick-and-mortar sales model. Since then, brick-and-mortar retailers have responded by providing consumers with experiences they can't get online. The process has now come full circle, as e-commerce brands recognize the unique appeal of physical stores and thus offer online experiences that mimic brick-and-mortar shopping. While evolution is natural in any industry, brands that search out and recognize the value behind traditional techniques can further improve their modern operations.
Workshop Question - What is the most appealing aspect of the traditional marketing techniques in your industry? How could you adapt that technique to suit your modern day practices?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Shoppable Room
Brands are utilizing virtual home experiences as a medium for retail
Trend - Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualization of a product in one's space.
Workshop Question - Conceptualize an immersive retail experience for online environments.
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
In-Mall Support
Brands are making it easier to support businesses located in shopping centers
Trend - The closure of in-store browsing and shopping in several regions due to COVID-19 has prompted shopper centers to create simplified solutions to help consumers shop locally. These include in-mall restaurant ordering platforms and mall-specific curbside apps.
Workshop Question - How can your brand make its products or services easier for consumers to support amid fluctuating shopping restrictions?
5.2
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
3d Shopping
3d virtual shopping platforms aim to elevate the purchase journey
Trend - 3d visuals on e-commerce platforms are increasingly popular as consumers seek out more immersive forms of virtual retail. These aesthetics have the benefit of showing customers the products in a more realistic and all-encompassing way.
Workshop Question - How is your brand enhancing its virtual shopping experience for customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Live E-Commerce
Live shopping experiences allow consumers to view as their items are selected
Trend - Live shopping apps and platforms offer a new way for consumers to engage with the e-commerce industry, allowing them to view their purchases as they're being made as an added form of interactivity.
Workshop Question - How could your brand enhance its e-commerce experience for customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Minimalist Hospitality
Affordable hospitality brands promote luxury via minimalist design
Trend - Hotel brands are creating the image of luxury with the adoption of minimalism in design, but maintaining relatively affordable pricing for their rooms. As consumers seek out distinct luxe experiences–including in travel–hospitality brands are having to match their preferences in a way that doesn't isolate those who cannot afford extravagant luxury vacations.
Workshop Question - How could your brand enhance the appearance of luxury while still offering accessible products/services?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Targeting
Brands create niche platforms catering to specific consumers
Trend - In order to better engage with online consumers, brands are creating hyper-specific filtration tools that ensure consumers feel supported and find what they need. These platform rage from vegan filtration tools to AI visual search tools.
Workshop Question - How can you leverage technology to connect with your consumers that still feels very personalized and nurturing?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Simplified Shopping Lists
Smart, predictive technology aids consumers with shopping list-makers
Trend - As more consumers turn to their phones to store their shopping lists, brands take this a step further with organization apps and predictive list-makers. New platforms that leverage AI, smart technology and voice-assistive tools make it easier than ever for consumers to keep track of what they need when they're shopping—it can even help navigate physical stores.
Workshop Question - How can you leverage smart brick-and-mortar technology to ease consumers' path to purchase?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends