Forward Thinking - The Future of Retail

2030 looks at the state of shoppers and shopping 13 years from now. Forty interesting insights show the evolution of selling and buying. The report states that the idea of a "store" is changing due to changes in lifestyles, urban environments and logistics.

Retail marketers need to look ahead in order to see the potential implications and opportunities that these developments could bring. CBRE anticipates major shifts in how retailers interact with shoppers.

RETAIL IN 2030

Showrooms are now stores.Now physical stores are focused on creating brand experiences. Because consumers still enjoy interacting with products before purchasing them, shopping has evolved into a fully immersive and sensory brand experience.

Pure play (online only), is not an important part of retail.Retailers recognize the critical and integral role that physical stores play in their business. Retailers that are pure-play have been able to acquire significant physical store real property.

The competition for disposable income has increased.Shoppers are open to new experiences.Shopper MomentsIt's possible! Retailers strive to make their customer experience more educational and engaging in order to build emotional connections and relationships.Shoppers are always looking for meaningful and new experiences.CLICK TO TWEET

The new normal for a shopper is to buy what she wants, wherever and how she likes.The advancements in smart device technology allow her to buy whatever she sees, anywhere and anytime. Everything can be "shop-able" using simple, real-time image capture analysis from any source.

Customers have unique and customized experiencesRetailers can create a personalized shopping experience by learning about customers' buying habits, leisure interests, style preferences, and color preferences. Personalization is now possibleTheRetailing is a key differentiation.

IoT is the future of retail.The Internet of Things has become a way of living. It enables advanced integration of trillions of connected sensors that provides insight into shoppers' buying habits and preferences. The supply chain can become more efficient and refined by retailers being able to accurately predict consumer needs.

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Street teams create pop-up patronage

The actual pop-up is not the best place to do retail pop-up marketing. Street teams are merry bands made up of brand ambassadors who act as 21 -century carnival barkers to create buzz and drive attendance.

Because they are personifying a brand, street teams can be very effective. They can give shoppers entities with which to interact. This aggressive, yet non-threatening approach to building pop-up crowds doesn't rely upon walk-ins or chance meetings.

It is easy to build a street team to help your retail pop up. But before you send your squad out to the world of unsuspecting shoppers, there are some critical questions.

Pop-up Street Team questions

What is the team's goal?

Are you looking to promote a new company or increase your market share? You are inviting people to your pop up to introduce a product, launch a concept, or celebrate your brand. Street teams are often unscripted and can have a lot of fun, but having a clear goal will allow your brand ambassadors to understand the goals.

Who is the target audience for this project?

Get a good understanding of your target customers. What are the most likely people to be interested in your brand or your pop-up? Personas are important. These are the people street teams need to work with.

Who should be on my street crew?

This is an important question. These people need to be confident in their ability to identify and engage your target audience. They must also be able to personify your brand and pop-up in the way you want. Depending on the theme of your pop-up, the costuming, and the story, additional skills may be required to qualify people. Background checks and screening are also good ideas. There are agencies that can assist with this.

What permits will I need?

Permits may be required depending on where your street teams will be activated. You can be safe by checking with your local government.

What message is it?

Make sure your street team is aware of what and how to say it. While they shouldn't be scripted or rehearsed, key messages should be included in their routine. Clear messaging was a strong feature of SXSW this year. Bravo's new series, "Stripped," was promoted by a motley crew of nude men/women inviting people to screen the show. The Hulu's creepy Handmaids told their story without speaking a word.

What happens if _____________ is not what you expected?

Unexpected challenges can occur even with the best-planned pop-up. Street team marketing activations can be affected by bad weather, sickness, permit issues, and other factors. Communicate with your street team about any issues. Designate a point person and collect contact information. Have additional staff available on call. Set up a system to keep in touch with you before and after the activation.