By Jon Cassell, Chief Operating Officer, Rockbot
- Gen Z leads a return to in-store shopping: 64% of Gen Z prefers in-store experiences, pushing retailers to innovate their physical spaces and integrate AI-driven experiences.
- “Store within a store” and D2C flagships thrive: Retailers like Walmart and Best Buy leverage the “store within a store” model, while D2C brands open flagship stores to offer enhanced, experiential shopping.
- Technology integration is key: Retailers must unify audio, visual, and data systems to create seamless, engaging in-store experiences that meet evolving consumer expectations.
- Holistic retail experiences are crucial: To stay competitive, retailers should focus on creating sensory-rich environments and cohesive brand experiences that resonate with modern shoppers.
Inflation, high cost of living, and economic uncertainty all did a real number on consumer behavior in 2023 and the first half of 2024. Shifting demographics hasn’t helped matters, either. Gen Z is now a major force in the retail space: 64% prefer in-store shopping, which is more than any other generation. Then, there’s AI and its impact on the way people shop — 44% of consumers surveyed by PYMNTS in April 2024 were interested in integrating AI technologies into shopping experiences.
All combined, it’s no wonder why retailers have been questioning the future of consumer behavior and trying to rework their marketing strategies, sometimes on the fly.
While predicting where purchase habits are headed through the rest of 2024 and into 2025 can often feel like a guessing game, signs are pointing to a few future retail trends that might affect shopping behaviors. The “store within a store” concept continues to go strong, as it provides retailers with more flexibility to experiment within the retail space. In late 2023, Walmart announced a version of this in conjunction with its move to modernize and improve the layout of its stores. Best Buy has long been experimenting with the SWAS concept. In fact, Meta staffs certain Best Buys with employees specifically trained to demo and sell its Quest VR headsets in order to give customers the best experience with the item.
Another retail trend we’ve seen so far in 2024 is the opening of more flagship stores by D2C brands that found a lot of success online and want to provide a space for consumers to interact with products before purchasing. Fabletics, Allbirds, Warby Parker, Bonobos, and more are still opening physical retail locations, and they’re all bringing better experiences than “traditional” retailers. They understand what it means to operate both digitally and physically, helping them create more experiential environments.
Technology, too, is shaping 2024 retail trends. One trend in particular stands out, and it’s the way retailers are connecting systems like audio, screens, and more. Historically, people have considered these systems as separate channels or entities. Now, there are technologies and vendors allowing retailers to make more coordinated efforts across retail environments, enhancing the shopping experience for customers while in the store.
The question then remains: What should retailers do to leverage these 2024 retail trends and integrate them within their store environments for the rest of the year and going into 2025? Here’s how you can align your strategy with these emerging trends:
Refresh your in-store experience mindset and expectations.
With Gen Z leading the charge back to brick-and-mortar shopping and consumers showing a growing interest in , retailers must reimagine their in-store environments. It’s not just about having products on shelves; it’s about curating a sensory experience that resonates with today’s and tomorrow’s shoppers.
Retailers must think holistically about the in-store experience: What should your customers see, hear, and feel as they navigate your store? How should they interact with your space? Every touchpoint, from visual displays to the auditory environment, plays a crucial role in creating a resonant and memorable shopping experience. Embrace a mindset that prioritizes innovation and relevance, ensuring that your brand experience is not only engaging, but also adaptable to future trends.
Make sure you have the right technology and infrastructure.
As seen with D2C brands successfully translating their online presence into physical stores, the integration of robust technology is crucial. To maximize your ability to control the brand experience and effectively communicate, market, and assist customers throughout their in-store journey, it’s essential to have the right technology and infrastructure in place. This means replacing outdated systems and introducing new solutions where necessary, laying a strong foundation for a modern and evolving customer experience.
Whether it’s connecting online and in-store data to create a seamless experience or ensuring that your audio and visual systems are synchronized to enhance customer engagement, the right technology is key to controlling the brand experience at every touchpoint. With smart, integrated tools, retailers can craft an environment that meets the expectations of today’s shoppers and anticipates their future needs, enabling seamless engagement and interaction.
Integrate systems to create cohesive experiences.
The “store within a store” concept and the continued push for experiential retail underline the importance of cohesion across all in-store systems. A fragmented approach to in-store systems can lead to disjointed customer experiences, operational challenges, and missed opportunities to truly wow your customers.
Where possible, make sure that your systems work together cohesively to provide a smooth, integrated journey that delights customers from the moment they walk through the door. Avoid relying on too many point solutions that can complicate management and dilute the overall experience. Instead, focus on creating a unified environment where technology seamlessly supports and enhances the customer journey, allowing for a smooth and integrated brand experience from start to finish. This cohesive approach enhances the shopping experience while positioning your brand as forward-thinking and customer-centric.
Retail is always changing — shifting 2024 retail trends serve as an example of that. As consumer preferences shift and technology continues to advance, the key to staying ahead lies in rethinking and refreshing your approach to the in-store experience. By leveraging the right technology and infrastructure, integrating cohesive systems, and creating a sensory-rich environment that resonates with today’s and tomorrow’s shoppers, retailers can build a brand experience that meets and exceeds customer expectations.
Please reach out to Rockbot today to learn more about creating a compelling in-store media experience!
