With increasingly more consumers getting vaccinated against COVID-19, retail analysts are expecting an increase in foot traffic during the second half even as shoppers continue to buy goods online. But what do shoppers expect when they visit a physical store?
Michael Renz: Two things that we’ve learned in the course of the last year and through our own consumer research are that recovery from this pandemic is going to be very uneven, and that different consumer segments will have very different expectations about their shopping experience depending on what they want at any given time. However, it’s worth pointing to three trends in consumer expectation that we see unfolding.
Frictionless will be table stakes. Contactless and cashless payments are rapidly evolving into biometric payments and checkout-less stores. We’re seeing facial recognition implemented in some countries to enable people to pay with a smile. Consumers craving convenience will increasingly expect to walk in and out of stores without having to queue or pay.
M.R.: This points back to a point I made earlier about omnichannel becoming a basic expectation. Consumers are buying online more through smartphones but expect consistency of experience between channels. This blurring of the boundaries is a huge opportunity — although it isn’t just led by social.
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