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eLearning > Retail > Omnichannel Retail > Module 3 / 5

Personalization in Retail

Instructor: Ady Floyd
Retail Technology
Download the Retail Technology Trend Report
In the second omnichannel retail module, Ady dives into the Megatrend Personalization to showcase how targeted retail strategies are positively impacting consumers and brands alike. Today's shopper wants personalized deals, discounts and offers. They even want retailers to recognize them by name and to create a more humanized experience.

In this module, Ady looks at a variety of targeted retail strategies from branded social media interactions to shopping virtually from the comfort of one's home. Understanding the array of trends and tactics will allow you to assess what platform will work best for your brand, and how you can attract the right consumer.
Related Trend Report: Retail Technology
Workshop Question:
How can you utilize multiple channels to personalize the path to purchase?
Jeremy Gutsche Keynote Speaker
Featured Insights
Omni-Personal
Brands combine social media and personalization to increase engagement
Implications - In order to create seamless omnichannel interactions, brands are combining social media initiatives with personalized campaigns. Through online engagement, brands create unique coupons, Avatars, websites and more, that illustrate their understanding of individuality. This shift in personalized retail will increase consumer engagement while allowing brands to cultivate authenticity for their audiences.
Workshop Question - What is one way you can create a more personalized omnichannel experience for your consumers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Measure
Fashion retailers employ virtual scanning devices to customize clothing
Implications - Scanning body measurements for the purpose of finding clothing and accessories that fit perfectly is becoming increasingly popular among retailers seeking to customize their offerings in relatively low-commitment ways. The adoption of virtual scanning technology allows fashion brands to better adapt to the needs of their customers, while improving brand appreciation for their perceived focus on customer service.
Workshop Question - How can your brand adopt low-commitment customization into its products/services?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Omnichannel Assistance
Brands create seamless shopping micro-moments through digital assistance
Implications - Embracing the increasing interconnectivity of digital and physical, consumers are leveraging online resources to make their shopping experience even more intuitive. Brands are adapting by taking an omnichannel approach to their consumer engagement, offering personalized assistive functions that help make shopping, either online through e-commerce or in-store brick and mortar, much more seamless. Where friction creates a barrier to purchase, brands that enhanced the shopper experience through impactful micro-moments will win out with the increasingly digital modern consumer.
Workshop Question - What alternative platforms could your brand tap into to offer your consumer an elevated experience?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Payment Split
Cost-splitting apps enhance the convenience of daily rituals
Trend - A plethora of payment-splitting apps can now be observed across categories. With the idea of making bills easier to pay, these apps are appearing across sectors from restaurant visits to managing household expenses.
Workshop Question - How could your brand ease the purchase journey for its customers?
4.8
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?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Customization
Brands customize AR experiences in order to better connect with consumers
Trend - The adoption of AR in retail, eCommerce and even healthcare is not uncommon, and brands are now enhancing customer experience further with the adoption of personalized augmented reality experiences. By using the technology to create moments specific to the people viewing them, brands and institutions are able to enhance loyalty and consumer trust.
Workshop Question - How could your brand adopt personalized AR experiences in your customer's purchase journey?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
P2P Advice
Consumers turn to peer-to-peer networks for advice on various consumer categories
Trend - Looking beyond brand influence, peer-to-peer networks offer more approachable levels of engagement. These types of platforms help create online communities that allow people of various backgrounds and interests to connect and collaborate with others in real-time.
Workshop Question - In what way can you adopt a P2P network into your product and service offerings?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable VR
Brands incorporate shoppable VR campaigns into their marketing tactics
Trend - Combining the in-person purchase journey with the comfort of ordering from home, retailers are incorporating shoppable VR ads and videos into their campaigns. For the most part, these unique campaigns are testing the functionality and potential of purchasing via virtual reality.
Workshop Question - Conceptualize a shoppable VR platform that your customers could use in their homes.
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Avatar
Personalized avatars are now used for real-world functions
Trend - Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.
Workshop Question - Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service.
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated E-Commerce
Retailers are offering consumers suggestions by using both humans and tech
Implications - With e-commerce and brick-and-mortar competing for consumer’s attention, retailers in the digital space are incorporating personalized recommendations to guide the consumer’s shopping experience. Curated product options, either from employees or algorithms, enable brands to bring the guided and personalized nature of in-store shopping to the digital shopping space. The degree of personalization with the recommendations highlights how brands are striving to connect with individual consumers, ensuring that the consumer feels like they aren't seeing the same recommendations as everyone else.
Workshop Question - How can your brand utilize both technology and human interaction to better support your customer?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Tech Directory
Stores leverage technology to help consumers find and learn about products
Implications - To improve brick-and-mortar retail, brands are implementing advanced technologies like store map apps and navigation tablets. Giving shoppers the power to browse and direct themselves through a store using technology satisfies the consumer desire for quick and easy in-store shopping experiences. Simplifying the consumer’s path to purchase improves omnichannel retail by reinforcing the seamlessness of today's retail landscape.
Workshop Question - How can your brand improve the consumer's path to purchase through technological advancements?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends