SHOPPER TRENDS

2015

GETTING TOUCHY

RISING REALSSURANCE

GROCERY RELANDSCAPING

BETTER TOGETHER

AUTOREPLENISHMENT

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IN THE MOMENT

5 YEAR PLAN

SOCIAL SIGNALS

COMMUNITAIL

LIFE SUPPORT

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SHOPPER TRENDS 2015

SHOPPER TRENDS 2015

getting touchy

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the trust pivot has been reached with shoppers making way for a NFC watershed year for retailers and vendors

SHOPPER TRENDS 2015

Over the past two years NFC payment has steadily and stealthily earned an omnipresence driven by smart utilization within environments from mass transport to everyday consumption occasions that have led to improved, more efficient experiences. Now the trust pivot has been reached with shoppers, 2015 will become a watershed year for retailers and vendors who are not yet hardware compliant. This in turn will further accelerate smart phone wallet adoption driven by banks and mobile networks and push the purchase-value requirement to higher levels. NFC payment platforms will increasingly offer new and exciting action-oriented incentive, loyalty and partnership opportunities.

rising realsurrance

SHOPPER TRENDS 2015

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brands need to think about how they can influence and manage their often-inadvertent spokespeople

SHOPPER TRENDS 2015

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Over the past 5 years there has been an entrenching of verification across all life’s decision-making defined by the integration of everyman opinion and review of everything, everywhere. From lifestyle to FMCG and health to finance, shoppers are pre-validating their decisions with greater frequency and scale. As the tendency for vendors to offer public trusted substantiation at the point of buying, brands need to think about how they can influence and manage their brands’ often inadvertent spoke-persons either through reputation or the flourishing fraternity of actively recruited, engaged and rewarded bloggers and reviewers.

grocery relandscaping

SHOPPER TRENDS 2015

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2015 will embrace more frequent, promiscuous switching from one store to another, now for bigger shopping missions

SHOPPER TRENDS 2015

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After the turn of the millennium, the term portfolio shopping emerged describing the middle-class masses adopting additional retailers in the form of ‘discounters’ to buy basics that they had mentally deemed, even celebrated, acceptable and as valuable as their incumbent one-stop supermarkets. Over a decade on, the long standing experience and relationship between the once fringe retailers and shoppers has emerged into a more meaningful, quality-led co-appreciation. 2015 will embrace more frequent promiscuous switching from one store to another of bigger basket trips. The increasing ubiquity of store perception, grocery retail particularly, will require all participants to deliver more vibrant and useful shopper experiences.

SHOPPER TRENDS 2015

better together

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SHOPPER TRENDS 2015

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experiences that go beyond price, particularly at a time when shoppers are content with less choice over good value

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2014 has seen the most public shake-down of classic retailers that have enjoyed largely unmoved dominance for more than two decades. This has been particularly noticeable in grocery, tech and lifestyle sectors. Whilst all retail participants will continue their combative stances, their strategies based on public perception and expectation will need to shift. Mounting social and internal pressures to deal with the reality of non sustainable spiral of discounting will offer brands in 2015 the opportunity to exclusively partner with retailers more prominently than before to deliver benefits and experiences that go beyond just price, particularly at a time when shoppers are content with less choice in favour of real value.

autoreplenishment

SHOPPER TRENDS 2015

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more openness from shoppers for brands to package meaningful on-repeat deals that make life easier

SHOPPER TRENDS 2015

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Habitual behaviours have become deep-rooted for recurring online purchases and shoppers have come to enjoy the convenience, familiarity and efficiency that has replaced the chore of mundane shopping tasks with the simple Recall-Click-Move-on approach. And whilst the reality of from-fridge-ordering is still several years away, (based more on existing in-home hardware as opposed to its desirability), there’s certainly now more openness from shoppers for brands to package meaningful on-repeat deals that make their lives easier. Importantly, each such opportunity must incentivize beyond its product-centricity and have wider reaching value as part of reducing the collective regular shopping effort.

in the moment

SHOPPER TRENDS 2015

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the ability to connect with shoppers instantaneously to gain competitive advantage via their social and CRM platforms will be a decisive part

SHOPPER TRENDS 2015

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The now established always-on relationship between shoppers and their smart phones perfectly facilitates the ever-increasing advancement in geo-location opportunities for brands to fine-tune-target audiences both in the right occasion and environment – when they will be most open to useful and incentivizing communication. The ability to connect with shoppers instantaneously to gain competitive advantage via their social and CRM platforms will be a decisive part of the choosing phase on their shopper journeys, whether small ticket items or larger value purchase decisions.

5 year plan

SHOPPER TRENDS 2015

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increasing optimism for the near future will drive a renewal for longer term planning for the next milestone ...2020

SHOPPER TRENDS 2015

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After the obstacles of moving through a long recession along with a shared emerging confidence that has transpired through the past twelve months or so, 2015 will be seen by many as a half-way marker in their ‘how am I doing’ evaluation set against the frame of the current decade. Embracing the lessons from the recent past and the increasing optimism of the near future, the temptation to longer-term plan will become a new behavior in 2015 as sights can be set towards another date fascination, 2020. The potential for brands is to offer (or protect) habit and life-style change opportunities – and therefore new relationships – that are worth embarking on, dependent upon the immediate and longer term rewards for shoppers.

social signals

SHOPPER TRENDS 2015

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SHOPPER TRENDS 2015

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brands who understand their shoppers’ behaviours in these less transactional spaces will gain the ability to map the WHEN, WHERE and WITH WHO

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The convention in understanding shopper behaviour has until recently been driven by the analysis of WHAT shoppers have selected and go on to purchase both off and online whether tracked through retailer loyalty schemes or online browsing journeys. As social platforms continue to be a dominant centerpiece within shoppers’ real lives, their behaviours in this space beyond that of traditional shopping moments will help determine the more emotive preferences and trigger points that can influence future transactions. Brands who create relationships with their shoppers within these less transactional spaces can map their bahaviours by adding the WHEN, WHERE and WITH WHO to what they already know and build a more rounded useful understanding of their target leading to better, more relevant communication.

communitail

SHOPPER TRENDS 2015

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small retailers will connect to form meaningful communities that offer specialist and exciting experience destinations

SHOPPER TRENDS 2015

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The excitement and, more recently, disenchantment of the Portas movement as a savior to our high streets has driven the need to maintain and progress its initial optimistic energy to a new place as post-recession has proved a desire from shoppers for the real and traditional to co-exist with the virtual and future of retail. But not at the expense of having to artificially prop up either. With access to sophisticated etailing capability now widespread, 2015 will provide groups of smaller retailers (both local and further afield) to connect to form meaningful communities that offer unique, specialist and exciting shopping experience destinations. Brands can engage and facilitate with these to ensure specific competitive advantage.

life support

SHOPPER TRENDS 2015

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brands can play a more connected and relevant part in shoppers lives by operating within the higher order priorities of health, wealth and family security

SHOPPER TRENDS 2015

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Further to years of price-obsessed message activation, shoppers whilst still requiring honest and best value, are looking for more from retailers and brands to keep them engaged and energised. This is not simply an experiential solution. There is an emerging expectation from shoppers for brands to play a more connected and relevant part in their lives contributing to the higher-order priorities of health, wealth and family security. Brands that can competently show their contribution to this core aspiration will deepen their relationship with their existing and new shoppers.

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