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eLearning > Business > Hyper Convenience > Module 1 / 4

Intro to the 6 Cues of Convenience

Instructor: Sean Watson
Hyper Convenence
Download the Hyper Convenence Trend Report
In this course, Trend Hunter's Sean Watson explores today's ever-increasing consumer demand for convenience. Today's consumer has never been busier; between work, play and everything in between, today's consumer seeks convenience from brands both in products and services.
 
Through our research, we have identified 6 key strategies brands can implement to create more ease and seamlessness for consumers, which we refer to as the 'Cues of Convenience.' Throughout this course, you'll discover how to approach convenience through the lens of tech addiction, transaction, lifestyle, enjoyment, usability and accessibility. Convenience for consumers exists in many shapes and forms, offering brands plenty of unique ways to surprise and delight today's often apathetic and time-crunched consumer.
Related Trend Report: Hyper Convenence
Access Advisory Services
Insights by Trend Hunter AI
Convenience Aesthetic
Bars & restaurants borrow convenience store motifs for a unique experience
Trend - Dining establishments are revamping their interior design to a convenience store aesthetic as that provides a more unconventional, immersive and photo-friendly experience for their patrons. From cafes and bars to restaurants, this new approach is present across the board.
Workshop Question - How could your business contribute to someone's personal brand?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Trend - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever they're needed. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question - How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contact-Less Vending
The traditional vending machine adopts smartphone payment systems
Trend - The convenience of vending machines is being enhanced by brands with the incorporation of contact-less payment systems that can be made through smartphones. This shift comes as this form of retail adapts to meet the demands of consumers’ rituals, with streamlined day-to-day transactions now being the norm.
Workshop Question - How could your brand effectively streamline the purchase journey for its customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Palm-Free Care
Personal care products are differentiated by palm oil-free claims
Trend - Where once palm oil served as a staple ingredient across the personal care space, increasingly brands are choosing to position their products without it. Ranging from deodorants to soaps, these examples showcase the shift away from the ingredient.
Workshop Question - How can your brand maximize the commitments it's made towards sustainability?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Shelving
Retailers adopt connected shelving systems to ease customer experience
Implications - Retailers, particularly those in the food and beverage industry, are turning to technology to transform once-traditional shelving systems. Whether allowing for greater information on the products being sold or enhancing the convenience of shopping in general, such systems are adapting to consumers’ expectation for informed yet fast purchase journeys.
Workshop Question - Consider where your brand could adopt intelligent systems at its retail locations.
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Setting
Cafes and restaurants are designed around "Instagrammable" aesthetics
Trend - Restaurant and cafe brands are adapting to the rituals of Millennials and Gen Z with highly "sharable" store designs. Mimicking the social media-friendly visuals that are so popular today, this focus on design has become absolutely central to the experience these places provide.
Workshop Question - Conceptualize a social media-friendly space that your brand could offer its customers.
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Packaged Fast Food
QSR retailers turn to pre-packaged goods to reach consumers on-shelf
Implications - Finding new ways to reach their consumers, fast food brands are tapping into packaged food options to offer menu items in more accessible ways. QSR retailers are offering some of their infamous menu items in nicely packaged forms that consumers can take home and enjoy at their leisure.This fast food expansion into grocery isles and shelves not only speaks to the growing desire for convenience in areas of consumption, but also a willingness from brands to expand their business models into adjacent categories.
Workshop Question - How could you present and package your most popular product in a new light? What adjacent category would you tap to expand that reach?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cafe
Brands expand their physical presence by creating branded cafe locations
Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.
Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Imitation Detection
New innovations empower consumers to ensure they receive quality products
Implications - Busineses are creating tools that protect small brands and individuals against counterfeit production and purchasing. These tools work to protect artists and creators from the theft of their designs, while empowering consumers and providing them with some autonomy throughout the purchase journey.
Workshop Question - How could your brand better empower it consumers throughout the purchase journey?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Communicative Package
Data in packaging design enables products to communicate with consumers
Implications - Though technology is more advanced than ever, and consumers have come to expect connectivity at every turn, not all brands can organically integrate smart tech into their products. This has been especially challenging in the CPG world. Smart packaging that learns from and communicates to consumers is a step in the right direction. Using technology to create a dialogue between product and customer strikes the perfect balance of necessity and novelty to both innovate within a given category, and provide use to consumers.
Workshop Question - If you had to categorize your product or service, would it be more of a necessity, or novelty to your customer? How can you better strike a balance?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends