Curious consumers seek enlightenment over Instagram-worthy pop-ups
Trend - Brands take on the role of teachers and mentors, catering to consumers who have a heightened desire to learn and extend their current knowledge. While maintaining Instagram-worthy interiors, retailers begin to incorporate new tools like in-store audiobooks, fact walls, and up-leveled workshops to enhance the consumer's path to purchase.
Insight - Today’s consumer does their own research when choosing products/services to purchase—whether that’s through peer reviews, or getting a a greater understanding of companies’ histories and production processes. These individuals are drawn to transparency in the purchase process—brands that are able to offer transparent yet interactive forms of education are able to immediately establish trust with today’s informed consumer.
Insight - Today’s consumer does their own research when choosing products/services to purchase—whether that’s through peer reviews, or getting a a greater understanding of companies’ histories and production processes. These individuals are drawn to transparency in the purchase process—brands that are able to offer transparent yet interactive forms of education are able to immediately establish trust with today’s informed consumer.
Workshop Question - How can you cater to the consumer desire for educational retail experiences that reach beyond social media?
Trend Themes
1. Interactive Education - Retailers begin to offer interactive and transparent forms of education to cater to consumers' desire to enhance their knowledge.
2. Experiential Retail - Successful retail experiences incorporate entertainment and immersive activities that are fun and Instagrammable.
3. Wellness-centered Retail - Retailers focus on incorporating products and services that promote wellness and self-care, such as indoor plants and CBD products.
Industry Implications
1. Retail - Retail businesses can benefit from incorporating interactive and experiential elements into their physical and online stores, as well as products and services that promote wellness and self-care.
2. Education - Educational institutions can benefit from looking at how successful retailers are incorporating interactive and transparent education into their offerings to enhance the learning experience for their students.
3. Health and Wellness - Businesses in the health and wellness industry can incorporate retail elements that promote self-care and wellness, such as CBD products and plant-based offerings.
