Page 42 - July 2020

SPECIAL FEATURE: TECHNOLOGY IN RETAIL

Retail in the Future

The Covid-19 pandemic has given retail a rare opportunity to stop and consider what we want

the future of retail to become. Yet, while we wait for life to return to normal, we have seen two
fundamental shifts in our attitudes and behaviour: an increased sense of empathy for others, and
protection for ourselves. Here, Ian Johnston, Founder and Creative Director of retail experience

consultancy Quinine takes a look at how retail will need to respond to these new needs of
customers and find innovative new ways to create brand experiences.

What the future might hold…

any of our new online purchasing habits during a greater acceptance moving forward. The unknowns of AI IN-STORE VIDEO IN-STORE LIVE STREAMING
lockdown will remain after this pandemic. interaction among many consumers will dissipate. Like it Our willingness to use video calls means that we can In-store live streaming services are starting to be
Some people have come to realise how or not, we’ll all know what to expect and curb our service receive human service on our mobile devices at any time in utilised by brands, but how can this evolve? It’s possible
Mconvenient it is to have groceries delivered requirements in AI-powered contexts. any place. We could engage in a video call with a store advisor that brands will have specific stores used entirely
every week. Others realise that sending back a pair of shoes Technology has become integrated into our lives by or even personal stylist while on the shop floor. A Japanese for live streaming services to deliver a personalised,
is quick and frictionless. As these habits persist, we might see force, and more people are using video calling than ever tourist visiting London could video call an Adidas stylist based streamed shopping experience. Some customers
segments form a clearer division between online and offline. before. We’ve all become accustomed to digital social in Tokyo while at the Adidas flagship store on Oxford Street. might be ‘live-streaming’ to experience the flagship
The things we want or need to see in a store, will become connection. People are having parties and sharing a drink Language, location and expertise are no longer barriers for store from their home. Flagship stores, typically only
more focused, and so too the experience we expect. over Zoom, or dancing to a DJ set being streamed live on customers or businesses. Using video calling, staff can interact located in major cities, can be made available globally.
Our increased time online has inevitably exposed Instagram. We are taking part in cultural activities, normally in-store in the same way that we use chat-bots online at The launch of Nike’s latest limited-edition sneaker in
many more automated services. With reduced staff, many highly dependent on the physical sensory experience, via home. Experts can be available at the moment we need a flagship store in New York store can be viewed live
retailers have scrambled to update their operations to sell video. Chinese streaming services are hosting eight-hour them. Store staff doesn’t need to be trained experts in every by a customer in Sydney. That customer could take
more online and incorporate AI interaction where possible. museum tours, and global viewers are attending concerts product or service your brand offers, because an expert to part in the event; perhaps even purchase a pair of
The stigma surrounding AI is slowly eroding, and we’ll see of artists performing from their home. anything can be just a video call away. shoes then and there.

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