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Retail in the age of Synthetic Society

Download Chapter Two

In the 2020s, as demand grows for online experiences that are as engaging, entertaining and social as real-world ones, expect to see gaming emerge as a key channel for brand and retail engagement – with virtual offerings also enabling more sustainable and inclusive access to products.

Gaming’s appeal is multi-faceted. Many of the world’s most popular game titles – from Fortnite to GTA Online to Fall Guys – are playable online only, and they bring millions of gamers together to enjoy competitive and collaborative play. They also act as social third spaces – backdrops for meet-ups and regular contact with others. Game worlds will increasingly operate like, and compete with, social media platforms in the 2020s.


Playful Purchasing

Trend FOUR 

Everything and everywhere is becoming directly shoppable. Consequently, purchasing opportunities are becoming increasingly frictionless. Driven by an accelerated shift to online living and ecommerce, media, including social media, will grow as a retail channel – providing consumers with an ever more seamless and social shopping experience online.

Physical and digital spaces alike are increasingly being organised around what is being sold. Online, this is fuelling demand for ways to directly shop all available content.

Shoppable content ultimately helps drive consumers from the discovery stage to an actual purchase, both by placing products in a more curated, lifestyle-based context and enabling more convenient impulse buying.

Media as Stores 

Trend Three 

As technology continues to advance, emerging technologies – from mixed-reality interfaces to 3D printing – will be increasingly employed by retail brands to meet consumers functional and emotional needs on the path-to-purchase.

Already, new tech is giving us more control over how we experience reality. Mixed reality technologies allow users to alter what they see, hear and even feel – bringing immersion into everyday life and providing new levels of convenience to shoppers.


Customised Reality

Trend TWO 

In the 2020s, though automation will continue to displace traditional retail jobs, customers will be drawn to retail offerings leveraging the novelty status and enhanced convenience provided by automated touchpoints and agents – including hyper- and non-locational shopping.

In these post-COVID hygiene-aware times, automated retail will be welcomed to support the move to 100% touch-free shopper journeys. In-store, digital and automated interfaces – even robots – will provide basic customer service functions previously provided by human staff.


Robotic Retail

Trend one 

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Synthetic Society

Macro theme TWO

Retail in the age of

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Macro theme TWO

Synthetic Society

In the 2020s, though automation will continue to displace traditional retail jobs, customers will be drawn to retail offerings leveraging the novelty status and enhanced convenience provided by automated touchpoints and agents – including hyper- and non-locational shopping.

In these post-COVID hygiene-aware times, automated retail will be welcomed to support the move to 100% touch-free shopper journeys. In-store, digital and automated interfaces – even robots – will provide basic customer service functions previously provided by human staff.


Robotic Retail

Trend one 

As technology continues to advance, emerging technologies – from mixed-reality interfaces to 3D printing – will be increasingly employed by retail brands to meet consumers functional and emotional needs on the path-to-purchase.

Already, new tech is giving us more control over how we experience reality. Mixed reality technologies allow users to alter what they see, hear and even feel – bringing immersion into everyday life and providing new levels of convenience to shoppers.


Customised Reality

Trend TWO 

ss-cr-1.jpeg

Everything and everywhere is becoming directly shoppable. Consequently, purchasing opportunities are becoming increasingly frictionless. Driven by an accelerated shift to online living and ecommerce, media, including social media, will grow as a retail channel – providing consumers with an ever more seamless and social shopping experience online.

Physical and digital spaces alike are increasingly being organised around what is being sold. Online, this is fuelling demand for ways to directly shop all available content.

Shoppable content ultimately helps drive consumers from the discovery stage to an actual purchase, both by placing products in a more curated, lifestyle-based context and enabling more convenient impulse buying.

Media as Stores 

Trend Three 

ss-mas-1.jpeg

In the 2020s, as demand grows for online experiences that are as engaging, entertaining and social as real-world ones, expect to see gaming emerge as a key channel for brand and retail engagement – with virtual offerings also enabling more sustainable and inclusive access to products.

Gaming’s appeal is multi-faceted. Many of the world’s most popular game titles – from Fortnite to GTA Online to Fall Guys – are playable online only, and they bring millions of gamers together to enjoy competitive and collaborative play. They also act as social third spaces – backdrops for meet-ups and regular contact with others. Game worlds will increasingly operate like, and compete with, social media platforms in the 2020s.

Playful Purchasing 

Download Chapter Two

Trend FOUR 

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ss-rr-1.jpeg
shopper_dna_logo.png