Retail Trends Prepared by FITCH 2014

Insights Processes

The FITCH Insights team constantly monitor and analyse trends in consumer behaviour

By working across the FITCH global network we observe these patterns in markets worldwide

We interpret these trends to provide clients with relevant insights

The priority of these insights is to inspire tangible improvements to the customer experience

Applied solutions are guided by best-practice examples from around the world

TRUST WORTHYMARVELISM

CREATOR CULTURE SENSORIAL

MOBILE MINUTE

4

NEW BEHAVIOUR

To stand out and resonate with increasingly connected, transmedia-savvy shoppers, brands are beginning to mix facts with playful storytelling to emotionally engage with their customers and entertain them with compelling experiences.

Marvelism

Yayoi Kusama & Louis Vuitton - Selfridges, London

5

Retailer responses

Blurring Physical &

Digital

Power of Play

Fantasy Aesthetics

Surreal Environments

Crowded marketplace

Need for escapism

Seamless technology

6

Blurring of Physical & Digital

Nike FuelFest, London

7

The Power of Play

Globetrotter rain room, Munich

8

Fantasy Aesthetics

Tesco Online Viking

9

Surreal Environments

Target Dolls House Grand Central Station, New York

10SK Telecom Smart Cart, South Korea

Mobile Minute

NEW BEHAVIOUR:

Shoppers are increasingly not prepared to wait. They have a world of digital choice at their fingertips and want to conveniently locate and explore products and services whenever and wherever they happen to be.

11

Retailer responses

Stolen Moments

Time & Place Specific

Promotions

Seamless Experiences

Instant Information

Everywhere connectivity

Convenience

Digital layers

12

Stolen Moments

Tesco Homeplus, Seoul

13

Time & Location Specific Promotions

Meat Pack Shoes, Guatemala CIty

14

Seamless Experiences

Kate Spade Saturday storefronts, New York

15

Instant Information

Casino supermarket NFC, France

16

NEW BEHAVIOUR:

News and views are shared faster each day and trust has become a key currency. Brands must be more than open; they must be transparent, even to the point of sharing their imperfections, because deception is quickly exposed.

Trust Worthy

Dominos Tracker Billboard, Times Square, NYC

17

Retailer responses

Brand Transparency

Let Them Speak

Encourage Open Dialogue

Power of Influencers

Sharing culture

Two-way dialogue

Sceptical consumers

18

Brand Transparency

Dominos Pizza, Salt Lake City, US

19

Topshop, London Fashion Week

Let Them Speak

20

Encourage Open Dialogue

Jyske Bank, Copenhagen, Denmark

21

Power of Influencers

Purex Insider

22

NEW BEHAVIOUR

Companies are collaborating with consumers, enabling them to create the items they desire, to realize their individual creative ideas and to interweave their own unique stories with those of their favorite brands.

Creator Culture

Bite Lip Lab, New York

23

Retailer responses

Share Your Tools

Short-cut Learning

Reward Experiments

Use Experts to Guide

Taste democracy

Projects, not campaigns

Belief in Change

24

Share your tools

Audi City showroom, London

25

Short-cut Learning

Bilder & de Clerq grocery, Amsterdam

26

Reward Experiments

LEGO Cuusoo crowd-sourced innovation

27

Use Experts to Guide

Taylor Stitch, San Francisco

28

NEW BEHAVIOUR:

As consumers’ lifestyles become ever more pressured and hyper-connected, many are seeking a moment of repose. They are looking to cut through the noise and to achieve balance and focus.

Sensorial

Selfridges, No Noise, London

29

Quiet Brands Serene Spaces

Digital Downtime

Curated Choices

Retailer responses

Information overload

Living publicly

Urbanisation

30

Quiet Branding

Aesop, Sydney

31

Serene Spaces

New York Times, US

32

Curated Choices

Pave Bicycles, Barcelona

33

Digital Downtime

KitKat No Wifi, Netherlands

Thank you