10 Retail Trends for 2016 (English version)

10 Retail Trends for 2016
that will determine our lifestyle
and buying needs
TREND PRESENTATION

10 RETAIL TRENDS FOR 2016
Social trends
will be the basis of new consumer needs
© 2016 CROSSMARKS

Global...
© 2016 CROSSMARKS

Local Love
Contextual retailing
City boomers
Peer-2-Peer
Infolust
Constant self-improvement
Perfect knowledge
Quantiﬁed self
Maker Movement
New value structures
Polarisation Re-luxury
Powerful become more powerful
Predictive shopping
De-localisation
Everywhere commerce
Mood Marketing
Womanizing retail
Disconnect
Human tech
Evolving experience
Hyper personalization
Aspirational experiences
Ultimate convenience
Fast Good
Collaborative retailing
BlurringHome farming
Hospitality
Smart Living
Status search
Transparency
Joyning
Better Business
Beneﬁcial intelligence
Visual love
Sharing economy
Subscription retail
A selection of 10 important
Retail Trends for 2016
© 2016 CROSSMARKS

Retail Trend No.1

Retail Trend No.1
It's time for new context and new channels. In an age of everywhere commerce, we
want to receive tailor-made offers, depending on the context/place or even the
situation. It's not about making sure your brand is everywhere, all the time, but: right
place, right time, right offer. Connected objects give insights in customer behaviour
and preferences and allow for tailor-made offers. Emerging tools create new sale
channels. Such as Amazon Dash Buttons, that can turn any household appliance/
object into a sales channel and can even make automated orders if the stock of
laundry detergent or dog food is running low. It's time for 'the next level in
retailing'.... In 2016, retail (now more than ever) is everywhere ...
Social trends: digitalisation - robotisation
© 2016 CROSSMARKS

Hotel room as sales channel
Collaboration between Hotel Banks and fashion brand Pimkie.
Watch video: https://www.youtube.com/watch?v=gyRjRePbRTI
© 2016 CROSSMARKS

Everywhere commerce
Tailor-made offers, matching the context, situation, or place. Such as iBeacons that can help
shoppers with in-store navigation, in-store product placement, and personal offers.
© 2016 CROSSMARKS

Amazon replenishment service
Auto-order products with one click of the button.
Changing household objects into sales channels.
© 2016 CROSSMARKS

Amazon Dash
Scanning tool that allows you to add products to your shopping list
simply by scanning the barcode.
Watch video: https://www.youtube.com/watch?v=fUyUNjyC6Qs
© 2016 CROSSMARKS

Flipkart
Image search app from the Indian Web shop Flipkart, simply scan any item
and the app will show that item and/or articles that look like it.
Watch video: https://www.youtube.com/watch?v=E2bnDSuZ6L8
© 2016 CROSSMARKS

Recognising boredom and reacting to it
A group of researchers investigated 'Boredom detection' for the Spanish provider Telefónica,
and can now say with 83% accuracy if a smart phone user is bored (based on different factors) and can
then offer ﬁtting content to counteract this boredom.
© 2016 CROSSMARKS

Peak Performance - Location specific virtual stores
The Swedish outdoor brand Peak Performance launched 'Magic Hour Virtual pop-up stores’, where the
opening hours are limited to sunset and sunrise at extraordinary outdoor locations worldwide. If shoppers
can confirm their presence at these locations with the Peak Performance app, they would get fitting offers
and discounts.
© 2016 CROSSMARKS

Where and when
does my customers need me?
How can I be present there?

Retail Trend No.2
Evolving experience

Retail Trend No.2
Evolving experience
Forget about customer perception. It's all about unique experiences. Being
surprised in a dynamic environment with surprising promises and offers, which
will contribute to a better customer relationship and support the brand promise.
Brands need to go all-out to exceed the expectations, customers are not easily
impressed and the bar is set increasingly higher. Brands and retailers who bring
an element of fun into the consumer's life are highly appreciated. If you want
people to talk about your brand, you will have to create memorable experiences
that are worth sharing. Deliver Delight: retail in 2016 is (more than ever)
about unique experiences, exclusivity and storytelling...
Social trends: digitalisation - robotisation - socialisation - humanisation - dematerialisation
© 2016 CROSSMARKS

Fewer, but more impactful, stores
Pure player Pro-direct translates online experience to ﬂagship football store in London
Watch video: https://www.youtube.com/watch?v=SWWrd4M6SGA
© 2016 CROSSMARKS

Aspirational experiences
Sublimotion - The most expensive restaurant in the world (20-course dinner av. €2.000 p.p.) For two
years, countless professionals, including chefs, designers, architects, choreographers, illusionists, and
screenwriters, worked on the world's ﬁrst gastronomic show.
Watch video: https://www.youtube.com/watch?v=7sC8b3dM-hM
© 2016 CROSSMARKS

Ultimate brand experience
Nike’s private ﬁtness centre: ‘A New York factory space is transformed into a futuristic
exercise studio’ Hub for Nike+ members and a showroom for Nike collections
© 2016 CROSSMARKS

Ultimate brand experience
Nike Treadmill Experience entices the senses and stimulates your work-out effort.
Watch video: https://www.youtube.com/watch?v=sr6jH_8wB9s
© 2016 CROSSMARKS

“People want to buy something,
as fast and as conveniently as
possible, with minimum fuss.
That is the ultimate experience”
PSFK, the future of retail 2016
Ultimate convenience
Eastsa is an ‘automated staff-free restaurant’, where you can order customised quinoa-dishes. Orders are
placed using mobile devices and you receive a notiﬁcation when your order is ready.
© 2016 CROSSMARKS

Adidas pop-up at a Youth Festival
Right place, right moment, right target group, and most importantly the right form
© 2016 CROSSMARKS

How can I, in 2016, create
experiences for the customer that are worth
sharing?

Retail Trend No.3
Womanizing retail

Retail Trend No.3
Womanizing retail
This century is also called the Century of the Woman. Angelina Jolie symbolises the
allround power woman, who combines the roles of actress, business woman, role
model, and mother. Artists like Beyoncé and Miley Cyrus have made feminism in pop
culture sexier than ever. In the meantime, traditional roles and relations between men
and women are changing rapidly. There is more tolerance for a range of forms between
female and male (agender), that primarily expresses itself in the fashion industry. We
life in a she-economy, with well over 75 % of the purchase decisions made by women.
Retail and communication are acknowledging this fact more and more. The male and
female prototypes no longer exists. It's about common values and ideals. More than
ever, retail in 2016 is about emotion and soft values.
Social trends: feminisation - socialisation - humanisation
© 2016 CROSSMARKS

Agender
Department store Selfridges launched a ‘gender-neutral shopping experience’;
unisex apparel, accessories, and shoes from international brands including Bodymap,
Ann Demeulemeester, Comme des Garcons, and Gareth Pugh. With gender neutral displays,
events, movies, music, and photography to spark the gender discourse.
© 2016 CROSSMARKS

Interactive window display at Karwei
THE DIY-STORE FOR WOMEN. DIY strategy aimed at women is successful: 20% increase in turnover after
publishing a home decor magazine compared to a traditional DIY leaﬂet
© 2016 CROSSMARKS

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electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of
Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like
Aldus PageMaker including versions of Lorem Ipsum.
Hier komt een titel
Do-it-herself workshop Home Depot
Empower women to tackle home improvement projects,
no matter the experience level.
© 2016 CROSSMARKS

Metro men: more emotion
67% of men have changed jobs, or say they want to change jobs,
to get a better work-life balance, compared to 57% of women. Traditional role patterns are changing
and men are also addressed as caring fathers, as this advertisement for buggies shows.
© 2016 CROSSMARKS

How can I, in 2016, add
more emotion to
my retail formula?

Retail Trend No.4

Retail Trend No.4
The concepts of value and price are more variable and more complex than ever. The
value that is attributed to a product or service depends on a lot of different factors:
time, place, activity, mood, greediness... This causes differences in the amount we are
willing to pay for the exact same products. New technologies such as location based
services and real time technology are getting better and better at getting the
maximum value from the market and catering to individual customers. We see new
forms of pricing and business models: dynamic pricing, ﬂexible pricing, different ways
to subscribe, lease constructions and value based pricing. Such as (coffee)bars where
you pay for the time spend there, instead of paying for refreshments you take.
More than ever, retail in 2016 is about out-of-the-box pricing...
Social trends - dematerialisation - polarisation
© 2016 CROSSMARKS

LENA - the fashion library
Designer clothes accessible to everyone with a subscription to LENA in Amsterdam,
where, for a set amount per month, you have unlimited access to swapping clothes in the store.
Countermovement fast fashion: wear beautiful clothing, but not at the expense of people and the
environment.
© 2016 CROSSMARKS

Subscription retail becomes mainstream
More need for ease. Ways to open up traditional markets.
New form of gaining customer loyalty.
© 2016 CROSSMARKS

Bundles - Miele Laundry Subscriptions -
from owner to user
Washing and drying with a Miele appliance for €14.95 a month
© 2016 CROSSMARKS

Paying per minute
instead of per refreshment
‘Everything inside is free, except the time you spend’ at café Ziferblat in London
© 2016 CROSSMARKS

Dynamic pricing at MediaMarkt
Using dynamic pricing, the product price is adapted to the price of the competition,
if they lower their prices, the prices at MediaMarkt are automatically adjusted.
© 2016 CROSSMARKS

In 2016, how can we be smarter
when it comes to pricing, setting the right asking
price, at the right time for the right customers?

Retail Trend No.5

Retail Trend No.5
We are heading towards a world with perfect knowledge. With a trillion sensors that
generate data everywhere (self-driving cars, satellite systems, drones, wearables,
cameras...), you can request data anytime and anywhere you want to receive new answers
and insights. We are getting more used to a world where we have access to any
information we want and we can use it to improve ourselves. We want to constantly
improve ourselves in EVERYTHING: increase our knowledge, improve our skills and our
health. We are looking for products, services and apps that will help us realise that. A
number of smart devices make it possible to monitor your own health and act accordingly
('quantiﬁed self'). In 2016, the majority of people will discover the possibilities of virtual
reality. In the meantime, brands and retailers want an increasingly greater share in the
lifestyle of customers. Retail in 2016 is about playing a substantial role in the lives of
customers...
Social trends: digitalisation - robotisation - socialisation - risk control - ageing
© 2016 CROSSMARKS

Luna smart bed cover
The ﬁrst mattress cover that tracks and improves your sleep. Successful crowdfunding:
1103% was funded and within 2 months over 1.1 million dollars was raised through Indiegogo
Watch video: https://www.youtube.com/watch?v=lFad6svrAUg
© 2016 CROSSMARKS

UniversiteitvanNederland.nl
Science on stage at Club Air Amsterdam.
Every week a new professor. Every working day a new video.
The new status markers are knowledge, skills and connections.
© 2016 CROSSMARKS

Fast Good
Increasing demand for direct consumption of healthy food.
Fast food is going through a quality revolution.
© 2016 CROSSMARKS

Nivea Haus - extension to lifestyle
Nivea products allow you to improve your skin. With the Nivea Haus, Nivea anticipates the fact that
customers want to get most out of their products and life.
This brand store has several locations, including Berlin, and has a complete spa and beauty parlour.
© 2016 CROSSMARKS

Hier komt een titel
Apple workshops
Free workshops on three levels: beginner, advanced, and professional.
Such as learning to edit your own movie with Imovie.
© 2016 CROSSMARKS

How can I, in 2016, become a substantial part
of the life of my customers by
helping them (continuously) improve themselves?

Retail Trend No.6
Human tech
Robots and technology are increasingly becoming a part of our lives and our
bodies. We increasingly believe that technology is the solution for all problems.
Insight in innovations offers us something to go by for the future. Science
ﬁction becomes reality, biotech creates a healthier life and technical
developments are becoming more human. Big brands become technology
suppliers and "The Big Five" (Amazon, Google, Apple, Alibaba, Facebook) work
on technologies that will improve people's lives and health. In the meantime,
there is an increasing need for humanity and men helps to make technology
applicable in retail environments.
Social trends: digitalisation - robotisation - socialisation - risk control - ageing - humanisation
© 2016 CROSSMARKS

Paying with your heart rate
Nymi, MasterCard, and TD Bank Group started a pilot with a wearable device
that makes it possible to pay with the unique rhythm of your heartbeat.
Watch video: https://www.youtube.com/watch?v=f4z8UoEKW3g
© 2016 CROSSMARKS

Microsoft HoloLens
The HoloLens is like a combination between Google Glass and the Oculus Rift VR-glasses, and is able to
show holograms. The advantage is that you are not removing the real world, such as with the Oculus Rift
virtual reality glasses, where a user is in a completely digital environment.
Watch video: https://www.youtube.com/watch?v=aAKfdeOX3-o
© 2016 CROSSMARKS

The Big Five rule the world
Google, Amazon, Facebook, Alibaba, Apple and the like will continue to grow, they have an
(ever-)increasingly amount of customer data at their disposal and increasingly becoming a bigger
part of consumers' lives. Particularly Google (Alphabet) uses data for science and the
development of health care products, such as contact lenses that automatically measure the
blood sugar level of diabetics.
© 2016 CROSSMARKS

AH supermarket - complete self-scan
Staff will stay to provide services, but for how long?
© 2016 CROSSMARKS

How can I in 2016 create
the optimal combination between people
and technology within my retail formula?

Retail Trend No.7

Retail Trend No.7
In the last two years, we produced more data than in the 2000 years before that.
This creates an overkill of information, giving us the need for speciﬁc information
and help with searching, ﬁltering, and choosing. Personalization takes the next
step, it's no longer about asking the customer questions, but using new techniques
to be able to give the customer an offer that is complete tailor-made. This way,
technology is used to create 1-on-1 relations and is able to increasingly better
predict customer behaviour. Prediction of anticipatory shopping is used to supply
the customer with products even before he/she requests them. More and more,
products, services and information should have the option of being able to adapt to
the wishes of the customer.
Social trends - robotisation - digitalisation - humanisation - socialisation
© 2016 CROSSMARKS

Starbucks mobile commerce
Because most Starbucks customers don't have a lot of time, Starbucks speeded up the ordering process
by ‘mobile ordering’. The resulting data can be used to serve the customer in a more
personal way. By now 20% of sales is generated by mobile ordering.
© 2016 CROSSMARKS

Amazon will
sell you things,
before you know
you want to buy them
~ The Wire
Predictive shopping
‘Anticipatory shipping’ - it is already prepared, before you ordered.
© 2016 CROSSMARKS

Personal magazine
TAM Airlines created completely personalised on-board magazines for each passenger, using a
Facebook connection. Information such as name and personal photos were placed on the cover and
the content was adapted to the interest of the person and the magazines were put on the correct
chairs.
© 2016 CROSSMARKS

The future of Airbnb
In the future, a stay in an Airbnb accommodation will be personal, completely personalised content will be
available through the Airbnb app and the air dock that will be located in every accommodation.
Watch video: https://vimeo.com/142425286
© 2016 CROSSMARKS

Tylko furniture app
Using the augmented reality app you can directly custom-order
Tylko furniture for your house, in the perfect size and to your wishes.
Watch video: https://vimeo.com/125238241
© 2016 CROSSMARKS

How can I register
the individual wishes of my customer
and live up to them with a ﬁtting offer?

Retail Trend No.8

Retail Trend No.8
We use a diverse range of technologies, services and brands to supply us in all our
needs. Concepts stores react perfectly to this, smart curators select the correct brands,
suppliers, and products for a certain lifestyle. Collaboration is more and more often an
attractive option for growth. As a result of declining expenditures in the different
sectors, we see more and more collaborations in retail. Not only on a horizontal level,
but also vertically in the chain or even diagonally (platform collaboration). Strategic
collaboration enhances the brand and the customer relationships. By working together
with suitable partners, chances arise to increase the brand value and extend the brand
meaning in the life of customers. ‘Working together to stand apart’.
Social trends: digitalisation - robotisation - socialisation - risk control
© 2016 CROSSMARKS

Hier komt een titel
Concept store Hutspot & smaller brands
Hutspot is a curator for an urbanized lifestyle, an initiative that brings all the good stuff. Hutspot looks for
the right brands and offers them an opportunity to rent their own spot in their shop(s), in exchange for a
small fee and commission over the products. Founded in 2012, they have 2 branches in Amsterdam and 1
in Utrecht and are now in talks with an investor to realise further expansion.
© 2016 CROSSMARKS

Hier komt een titel
Instacart & AllRecipes
The Shopping delivery service Instacart works together with Allrecipes, allowing you to directly order the
ingredients needed for a recipe and have them delivered to your home. Instacart gives alternatives for
these products/brands and gives wine suggestions with the recipes. Instacart also has home delivery and
buys its products at Whole Foods, Costco, Safeway and other regional food partners (no own stock).
© 2016 CROSSMARKS

Hier komt een titel
Uber & Shopify
Taxi service Uber is working together with Shopify (a commerce platform for small and medium-sized
retailers) to realise "same day delivery" through its taxi service Uber Rush.
Watch video: https://www.youtube.com/watch?v=FRu6M9sCfmo
© 2016 CROSSMARKS

Hier komt een titel
Unilever & Jumbo
Unilever and Jumbo are launching a tool to make online recipes shoppable.
With a press of a button all the recipe's ingredients are placed
on the shopping list of the Jumbo-app.
© 2016 CROSSMARKS

Combi stores Coop & Dio & The Read Shop
Coop, Dio and The Read Shop opened a combination store as a pilot,
they were happy with the results, because the collaboration will be extended further and
the three parties received the NFV Franchise Innovation Award at the end of 2015.
© 2016 CROSSMARKS

Which collaboration partners
can enhance my formula and customer
relations in 2016?

Retail Trend No.9
Maker movement 2.0

Retail Trend No.9
Maker movement 2.0
Interesting enough, in this time of ready-made and digitalisation, creating your own
products is becoming popular again. Younger generations that grew up in the 'virtual
world' want to make things themselves. We appreciate products that are handmade
and new technologies give us the opportunity to make exactly what we are looking for.
Lab, creation and testing environments are being founded that make producing and
retailing of products accessible for everyone. This creates an enormous source of
creativity and innovation, also for bigger companies.
Social trends: digitalisation - robotisation - socialisation - risk control - humanisation - dematerialisation
© 2016 CROSSMARKS

RDM Makerspace Rotterdam
RDM Makerspace offers ﬂexible access to their machines, rooms and network. You can purchase a 'start-
working-now' card, day-card, 'strippenkaart'/multiple day-card or a monthly subscription.
Watch video: https://www.youtube.com/watch?v=XeN96BFxg5U
© 2016 CROSSMARKS

Do It Yourself
There is a growing number of initiatives that help making your own products (such as Pinterest).
Handmade is becoming more popular, following the success of Etsy, Amazon
is opening the platform 'handmade at Amazon'.
© 2016 CROSSMARKS

Maker Faires
In a number of large cities (Paris, Berlin, Amsterdam) Maker Faires and festivals are organised for and by
anyone who is interested in electronics, 3D-printing, robotics, drones, music, animation, video, social
media, DIY, urban farming, quantiﬁed self, virtual reality and a lot more...
© 2016 CROSSMARKS

Is it necessary for my retail formula
to respond to the maker movement
trend in 2016? If so, how?

Retail Trend No.10
City boomers

Retail Trend No.10
City boomers
In 2030 the majority of the population will live and work in cities.
The popularity of the city has been increasing for years and the big city more
frequently is favoured over small(er) shopping areas. We notice an inflow to large
shopping areas 60,000 m2 +, attractive (fortified)cities up to 10,000 m2 and an
outflow of medium-sized core shopping areas (in particular 10.000 - 40.000m2).
Passer-by research shows that we within cities mainly use the same walking routes or
will walk specifically from A to B and as a result do not use the so called complex
walking routes. This makes selecting correct location(s) more important than ever.
Even the location within a street can make the difference between retail success or
retail failure. Living in the city means smaller homes, and ask for different solutions in
the broadest sense of the word.
Social trends: Polarisation - urbanisation
© 2016 CROSSMARKS

The future of IKEA
Interactive community city stores
Inﬂow vs Outﬂow
Smaller locations: aimed at experience
© 2016 CROSSMARKS

IKEA City stores
Ikea is working on a franchise in the busiest shopping street in London: Oxford Street.
Trials for smaller city franchises with a limited stock
for Germany, France and Spain are being tested.
© 2016 CROSSMARKS

Is it needed to anticipate
the city boomer trend?
If so, how?

Contextual
Retailing
In the age of everywhere
commerce we want to receive
tailor-made offers, ﬁtting the
context/place or even situation.
Evolving
experience
If you want people to talk about
your brand, you will have to
create memorable experiences
that are worth sharing.
Womanizing
retail
Emotion and soft values, while
traditional roles and relations
between men and women rapidly
change.
New value
structures
New forms of pricing and
business models: dynamic pricing,
ﬂexible pricing, different ways to
subscribe, lease constructions
and value based pricing.
Constant self-
improvement
We want to constantly improve
ourselves in EVERYTHING:
increase our knowledge,
improve our skills and health.
We are looking for products,
services and apps that help us
realising that.
Human
tech
Robots and technology are
increasingly becoming a part of
our lives and our bodies.
Hyper
personalization
Technology is used to
to create 1-on-1 relations and is
able to increasingly better predict
customer behaviour.
Collaborative
retailing
Strategic collaboration enhance
the brand and the customer
relationship.
Maker
movement 2.0
New technologies: lab, creation
and testing environments are
being founded that make
producing and retailing of
products accessible for everyone.
City-
boomers
The big city is more frequently
favoured over small(er) shopping
areas.
© 2016 CROSSMARKS

“We always overestimate
the change that will occur
in the next two years and
underestimate the change
that will occur in the next ten.”
Bill Gates

10 Retail Trends for 2016 (English version)

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