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eLearning > Lifestyle > Leisure & Play > Module 4 / 4

Play Through Relevance

Instructor: Courtney Scharf
Customer Experience
Download the Customer Experience Trend Report
In our last module, you’ll learn about the ways in which you can use personalization to upgrade the entertainment experiences your brand offers while deepening your understanding of how entrenched that aspect of the consumer experience has become.


Exploring best-in-class examples of personalization in entertainment, and how those brands often automate that process, this module will give you a better idea of how to more seamlessly integrate this approach into your own offering.
Related Trend Report: Customer Experience
Workshop Questions:
1. What are your providing your customer that's specifically tailored to them?
2. If personalization were your brand's key differentiator, how would that change the product or service you provide?
Access Advisory Services
Featured Insights
Pop-Up Exclusivity
Pop-up experiences increase urgency by adopting personalization opportunities
Implications - Over the past few years, pop-up locations have proven to be an effective way for brands to create meaningful opportunities for engagement with consumers, especially brands that primarily function online. This approach is being taken to the next level, however, through personalization experiences that exclusively take place as part of a pop-up experience. Further incentivizing consumers to visit these locations, this approach plays on consumers' interest in exclusive products and experiences.
Workshop Question - How does your brand tap into the idea of exclusivity? What would an exclusive experience related to your brand look like?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Selfie Transformation
The traditional selfie is adapted into new artistic platforms
Implications - The "selfie" has been a much-criticized aspect of Millennial and Gen Z's social media habits, and has since been transformed into various artistic platforms to form new products/services, to make social commentaries, or both. This shift is unique in its ability to serve those that take part in this ever-evolving habit, while simultaneously serving those that critique it.
Workshop Question - How can your brand adopt the use of the "selfie" in its marketing initiatives?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Luxury Customization
Luxury fashion brands prioritize in-store personalization
Trend - Luxury fashion houses' focus on in-store customization grows as they adapt to changing consumer purchase habits that prioritize enhanced retail experiences via interaction. The focus on customization specifically allows for these brands to appeal to Millennial and Gen Z demographics, who value both experience and personalization in order to establish brand loyalty.
Workshop Question - How could your brand create a more customized retail experience for its customers?
6.9
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
Localized Urbanite
Retailers shrink their urban footprint and adopt hyper-local cultural norms
Trend - Responding to today's tumultuous retail landscape, merchants serving urban areas across categories are opting for condensed stores with a hyper-local focus in design as well as a curated selection of products and services. This shift serves as a reflection of some consumers' heightened expectation that retailers will respond to their specific needs and preferences.
Workshop Question - How could your brand develop a highly curated retail experience for its customers?
6.1
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
Co-Created Exhibition
Art exhibitions allow viewers to manipulate the art themselves
Implications - Going farther than interactivity in the art exhibition world, curators and artists are now creating works that allow visitors and viewers to directly manipulate the art they're engaging with, to alter or create pieces. Where general interactivity relates to the senses, the ability to manipulate art and impact its conclusion adds an element of customization for today's easily distracted consumer.
Workshop Question - Conceptualize a campaign that would more directly engage consumers via interactivity/manipulation.
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Up Salon
The hair care industry adopts the pop-up marketing model
Implications - Because hair styling is typically seen as a long-term decision, it hasn't been until recently that brands in the hair care industry have started creating pop-up spaces that offer their services. These pop-up salons come as brands recognize the importance of campaigns that will keep them top-of-mind for consumers, with the world of activations being able to offer the novelty and attention-grabbing platforms they seek.
Workshop Question - Conceptualize a pop-up space that would give your customers a peek into your brand's product/service.
6.7
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
Youthful Omnichannel
Older Gen Z's conflicting needs are consolidated through retail tech
Implications - The older half of Generation Z -- dubbed 'Z-Tribe' through Trend Hunter's research -- has conflicting appreciations for both in-store shopping, and streamlined digital experiences. Omnichannel consolidates these needs. Some retail brands are taking this a step further by explicitly targeting this youth generation through store design, experience, and integration of their social media habits.
Workshop Question - What demographic represents your biggest opportunity, and how can you more explicitly target them?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends