TikTok Logo
Subscribe
General

How We Shop: The Next Decade

   NEWS / 13 Feb 2020

Unibail-Rodamco-Westfield recently wrote its biggest retail trends report to date, that explores how consumers across Europe will be shopping by 2029. The report states that by 2025, retail will experience its tipping point where over half of a store's space will be dedicated to an experience of some kind. 

The report goes over what 15,000+ consumers across ten different European countries, including France, Spain, Germany and the UK want within a store. Using this information, they come up with five major trends that will shape the future of retail over the next ten years. These are:

 

Upside-Down Retail

Retail has certainly changed over the years. Today’s shoppers want 40% of a retail space to be replaced by experiences, but this is expected to increase and by 2025, retail will experience its tipping point. In 2025, 59% of consumers expect more than half of a retail space to be handed over. However, 75% of consumers believe this will happen by 2027. 42% of all European consumers want an increase in creative experiences in-store, including creating your own podcasts to different video games. 

Anti-Prescription

Despite the rapid increase in automation in most things in life, people still want to feel in control of their decisions, especially shopping. Over 143 million shoppers across major European cities are increasingly getting frustrated while shopping by receiving ads and product recommendations that have no relevance to them. The majority of these shoppers come from Poland, Spain and Austria. This is now increasing the number of people who would rather shop in-store than online.
More online brands these days are looking to open a physical store as this builds a stronger relationship with its shoppers because of this. 

Self-Sustaining Stores

Everyone is becoming more and more conscious of the impact they are having on the planet and they are hoping that brands can help to develop a more sustainable future. 290 million shoppers across Europe want future stores to be completely self-sufficient. 71% of shoppers want the product made in-store beforehand using 4D print technology with a design team to create a product there and then and allotments on the roofs to grow ingredients for food to be made while they wait. 60% of shoppers from Austria, Spain, German, Poland and the UK want to ban single-use plastics and they will be assured of zero-waste packaging in-store and will even have a reward scheme for their eco-friendly way of shopping. This is easy for the small start-up companies, but the big business’ will have a strain put on them to follow suit.

Retail Surgery

A new decade means retailers will eventually be able to show exactly what a shopper needs and wants based on facts and statistics instead of just guessing. Over half of shoppers want stores to include some sort of personal consultation or meeting with them to identify products that they actually want. This means retailers will start to become “doctors” to “prescribe” specific items and products that will improve a shoppers life. The most interesting part of this trend is that 31% of shoppers are happy to give their DNA to allow better-suited products and ads. Retail Surgery could be worth up to €4 trillion per year with the DNA testing being worth €18 billion alone.

Locally-Morphed

Individual communities are due to have a big influence on retail destinations over the next decade. Nearly half of shoppers today want to be more connected with their local community, with 7 out of 10 shoppers say want the retail environments to highlight individuals and communities for the area.
More than half of shoppers would prefer to see more “home-grown” brands and less well-known brands, especially in Austria and France where 62% of shoppers said the same. 

Shoppers are after a more nostalgic feel as they bring the community together with things like social and book clubs and more community fairs. People are looking for more of a local feel when they shop, 31% of shoppers would also like to see more local farmers selling their organic produce within the area. 

 

Overview

Obviously these are all predictions, but with more and more people looking for trends like this could really show a change in the way that we shop. Understanding customers needs is what retailers are taking more commitment to ensure a greater shopping experience. Myf Ryan, stated “The important role of the physical store is changing and retailers need to enter another decade of reinvention to remain relevant. Retailers that lead to sustainability, devote more space to experience, provide free-range browsing online and in-store, deliver precise product recommendations based on science and think local will reap the benefits.”



*Source: Unibail-Rodamco-Westfield Retail Update Jan 2020.

 

x

Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 

x

The Heart Shopping Centre

POS Design

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

x

The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.

x

Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.

x

Woking Shopping Centre

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.

x

County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.

x

ACAI Group

Branding & Corporate Stationery Design

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.

x

Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.

x

Goldschmidt & Howland

Bespoke Website Design & Development with Property Feed Integration

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.

x

Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.

x

Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.