Category
Business
Autumn Teasers
Trend cluster
Category
Retail
Community
Stores offer value beyond mere products by serving as community hubs.
5.1
Trend score
Trend
What is the Retail Community trend?
Retail Community: Tapping into the modern consumer's emotional need to connect to a larger cause, brands are beginning to re-imagine the retail experience as a place for building relationships and cultivating community. The re-positioning of retail destinations as centers of local culture also speaks to the consumer interest in seeking out opportunities for sparking real-world connections in an ever-increasing digital era.
Trend themes
Themes within the Retail Community trend
Three behaviours holding the trend together01
Community Hub Retail Destinations
Retail brands are repositioning their stores as local community centers to take advantage of the modern consumer's emotional need to connect to a larger cause.
02
Hybrid Retail Experiences
Brands are adding multiple dimensions to their retail experience combining products with experiential add-ons such as coffee bars, spas and virtual reality technologies.
03
Retail Community Kitchens
Retailers are offering commercial kitchens as a place for shoppers to meet, cook and host their friends and family.
Industry implications
What the Retail Community trend means for industry
Where the trend changes the playbookFor
Retail Industry
The retail industry benefits from these trends as they are changing their ways to connect with consumers through localizing their stores and providing new and creative experiences.
For
Hospitality Industry
The trend of adding add-ons such as spas, cafes, and golf simulators to retail experiences offers opportunities to the hospitality industry to collaborate with retail creating unique spaces for consumers to visit.
For
Technology Industry
The trend of VR-powered hybrid retail experiences provides opportunities for the technology industry to work with fashion brands to provide unique customer experiences.
Workshop question
What would you do to transform a brick and mortar retailer into a more communal space?
Trend signals
Trend signals for Retail Community
Trend score 5.1 out of 10, from popularity 78%, activity 66%, freshness 8%.
Popularity78%
Activity66%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Retail Community trend
6 featured examples from Oct 10, 2013 to Nov 18, 2015CategoryEco
Community Hub Supermarkets
This Award-Winning Whole Foods Austin Location is a Retail Playground
Supermarkets can embrace the trend of creating community hubs that provide more than just a shopping experience.
CategoryBusiness
Cozy Retailer Lifestyle Villages
The Urban Outfitters Village is a Town Built by Retailers
Physical retailers experimenting with new models of delivering retail experiences by adding lifestyle components.
CategoryLifestyle
Menswear Brand Cafes
The Frank & Oak Toronto Flagship Houses Cafe St Viateur
Fashion brands can integrate food and beverage offerings in their stores to create an innovative and memorable shopping experience.
CategoryBusiness
Retailer Community Kitchens
Host a Dinner Party for Your Friends in the IKEA Warsaw Kitchen
Opportunity for retailers in various sectors to explore the concept of community-focused spaces and facilities that enhance the customer experience and build brand loyalty.
CategoryTech
VR-Powered Hybrid Retail
The Ted Baker Shoreditch Store Has a Barbershop and VR Technology
Opportunity for retail brands to adopt virtual and hybrid experiences to attract and engage customers.
CategoryAutos
Car Dealership Spas
The Mercedes-Benz Burlington Location Boasts a Spa and Cafe
Car dealerships are introducing luxury amenities as a way to differentiate and provide added value to customers.
