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hopper habits are changing at an unprecedented rate. And even where we shop has evolved with many shoppers favouring retail parks and online propositions over the high street.


A rich culture of change combined with economic


strength makes retail an exciting place to be. Yet to keep on top and compete effectively, retailers must have their eye on the future. Here are my three key emerging trends to watch and


how they can be applied to shape the future shopping experience.


KNOW ME LOVE ME Retail, particularly online retail, produces a vast


amount of data on shopping behaviour, and few industries have greater rewards to reap than ours by successful interpretation, manipulation and application. However, getting to grips with how to best use your data can make it feel like a formidable ally. Using data to enhance and inform customer service is


one way that retailers can be successful and differentiate. We’ve seen a growing number of retailers go down this route with the appointment of Chief Customer Officers. House of Fraser and Asda are two examples that have changed their organisational structures to be more customer centric rather than channel centric. We have labelled this trend ‘know me love me’.


Particularly prevalent among millennials, it reflects the increasingly high expectation that once shoppers have provided information about themselves, they expect to be known and recognised – to be loved. While shoppers have become accustomed to sharing


their personal details, in return they expect to be rewarded. This means retailers must use data wisely, and to the benefit of loyal consumers. Enhance your shopping experience by recognising and rewarding with tailored and personalised marketing, products and offers.


Emerging trends, what they mean for retailers, and how they can help future proof the shopping experience.


By Sue Benson Managing director of The Market Creative


PEOPLE AS COLLABORATORS The demise of the retail worker has been at the centre


of wide debate recently as The British Retail Consortium warned that political and social pressures could see 900,000 job cuts by 2025 as a result of increasing costs from the rising National Minimum Wage, the Apprentice Levy, changes in buyer behavior and technological advancement. While headline grabbing, we shouldn’t overlook the value of people, who will remain central to the service


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