2022 Retail trends

Emerging technologies, changing consumer behaviour and the blurring of omnichannel experiences ensure that new retail trends emerge year after year. However, all expected 2022 trends lead to one commonality — retail has evolved from a place to purchase something to spaces that focus on the shopping experience.

Creating a personalised experience will be vital for engaging consumers. It requires data and artificial intelligence (AI) to create user-orientated experiences based on individual consumers interests and history. The shopping experience is optimised by providing product suggestions in real-time and delivering targeted content.

Machine learning tools can reduce manual tasks and improve efficiency for staff, giving greater visibility into supply chains. Whilst augmented reality can enrich the in-store experience by allowing consumers to explore, test and experience a product before purchasing.

COVID-19 has made consumers more conscious about sustainability and they’re demanding evidence of ethical brand values. 60% of consumers have made more sustainable or ethical purchases since the beginning of the pandemic, most of which will continue post-pandemic1 .

Philips is a leading example of a brand that has minimised its environmental impact and shown social responsibility. Philips use a circular economy model in production and invest in projects that support the communities they operate in.

42 27%

of the global population use voice search2

2022 RETAIL TRENDS CONTINUED...

Voice-activated technology will be used to improve the consumer experience. 27% of the global online population use voice search2 . This progression will make it easier for consumers to purchase products from the comfort of their homes. However, it won’t involve creating a separate channel for voice, rather, existing channels will incorporate voice.

For example, a consumer could search for a pair of size 8 Nike trainers and the voiceactivated technology could respond with a personalised response such as, which local shops have the trainers in stock and when they can be collected. Using AI, voice technology can consider consumer context and behaviour that deliver smarter results than a search engine.

Although chatbots aren’t new technology, they can be enhanced to have more personality and emotional intelligence. Allowing automated chatbots to deal with consumer enquiries on multiple platforms can save time for staff. Brands don’t have to sacrifice customer experience as technology bridges the gap between efficiency and physical interaction, whilst bringing an element of fun.

Through digital signage, striking adverts can connect physical and online stores, help consumers access health and safety information and entice shoppers in-store. Once inside, the high-resolution displays can be used to navigate the store and promote eye-catching products. Likewise, outdoor large format displays can be used to create brand awareness and engage with consumers outside of the store.

QR codes will be increasingly utilised for products and services because they are simple and useful. Consumers can scan a QR code that mirrors the digital signage display on their phones, allowing consumers to navigate the display with peace of mind. Amidst the loss of touch screen, ‘lift and learn’ applications can also be used to display content that changes each time a product is lifted from the shelf.

The modern consumer is omnichannel and it’s important for retailers to interact with and connect all channels such as social media, company website and the physical store for one seamless experience. By incorporating technology trends, retailers can anticipate consumer demands, deliver a meaningful experience and position themselves at the forefront of transactions.