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eLearning > Innovation > Future of Tech > Module 2 / 4

Phase 1 of Futurism: The Beguiling

Instructor: Sean Watson
Future of Entertainment
Download the Future of Entertainment Trend Report
In this module, Sean examines the first phase of Futurism, The Beguiling, which focuses primarily on the retail transformation driven by technology. He looks at the ways brands and retailers are leveraging the Megatrend Multisensation to offer a fully immersive and experiential in-store experience. From shops that recommend products using facial and emotion recognition to personalized financial advice based on voice recognition, technology is enabling brands to completely reinvent what it means to be a shopper.

In-store shopping and services are transforming at an unprecedented pace, which now aligns to the consusmer desire for excitement, ease and entertainment.
Related Trend Report: Future of Entertainment
Workshop Questions:
1. What new aspect to access of sensation can your brand take advantage of?
2. How can you enhance the physical experience for your customers?
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Insights by Trend Hunter AI
Post-Crisis Retail
Brick and mortar spaces will likely undergo long term changes post-COVID
Trend - After the restrictions on public movement due to COVID-19 have eased or lifted around the world, retail spaces will still require additional safety measures in order to keep infection risks at a minimum. This will occur (and is already occurring) in the form of contactless payment systems, limiting customers in-store, and redesigned layouts that enforce physical distance between customers.
Workshop Question - How is your brand preparing for a post-COVID world?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Carry
Shopping cart systems adopt connected capabilities
Trend - With the rise of smart technology in retail spaces has come its integration into some of the less more inessential aspects of the purchase journey. Shopping carts that come with connected capabilities are able to ease the customer journeys in-store, with everything from artificial intelligence to self-stopping functions.
Workshop Question - How could your brand better utilize connected tech?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality Shopping
Mixed-reality in-store experiences enhance engagement
Trend - With experimental shopping spaces increasingly common, some brands in the retail space are prioritizing mixed-reality experiences for their consumers. This new conception of how purchase journeys can be designed shows how brands can enhance engagement, particularly Millennials and Gen Z.
Workshop Question - How could your brand incorporate mixed-reality into its customers' purchase journey?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Skincare
Skincare and cosmetic retail spaces adopt AI functionalities
Trend - Brands within the cosmetic and skincare space are adopting artificially intelligent capabilities into their retail spaces in order to better personalize the experience of their customers. This shift speaks to the increasingly deliberate and customized nature of self-care.
Workshop Question - How could your brand adopt smart capabilities into its retail space?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Activated E-Commerce
Brands exclusive to the e-commerce space open up pop-up activations
Trend - Brands within the e-commerce industry are testing retail locations temporarily by offering curated pop-up spaces for their products. The temporary move to in-person shopping reveals the value of multifaceted, omnichannel retail experiences that prioritize both convenience and customer service.
Workshop Question - Conceptualize a pop-up space that would better connect your brand to its customers.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality Showing
Showrooms and showing experiences adopt mixed-reality designs
Trend - Brands showing their products are turning to mixed-reality technologies in order to elevate the experiences their customer has at the events they curate. These technologies allow for more immersive visitor experiences and create more interactive forms of engagement.
Workshop Question - Conceptualize a showing experience for your product/service that incorporates mixed-reality technology.
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Transaction-Free Retail
Retailers tap voice tech to supercharge their in-store experience
Implications - While some companies choose to leverage voice assistant technology to create a contactless path-to-purchase, others are tapping into the hesitation that some consumers have against actually purchasing products through voice technology and are instead working to leverage it to drive in-store sales. These examples show that for those who would prefer shopping in-store, voice technology can still contribute to a more seamless path-to-purchase.
Workshop Question - How does your consumer feel about the way your brand is engaging with emerging technologies?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AR Fitting
Fitting rooms in retail spaces offer virtual and augmented functions
Implications - Some brick-and-mortar retail spaces no longer require that customers test out clothes before they purchase, as mirrors, VR and AR tech are allowing for shoppers to see what the items would look like on them without having to actually try them on. Such tools allow for brands to offer enhance the purchase journey via novelty and personalization.
Workshop Question - Conceptualize an AR/VR tool that your brand could use in an app, in-store, or in its product/service.
6.6
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
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