Top 10 Global Consumer Trends for 2017

1. Ageing: A changing narrative 
2. Consumers in training
3. Extraordinary
4. Faster shopping
5. Get real: The allure of authenticity

6. Identity in flux

7. Personalise it

9. Privacy and security

10. Wellness as status symbol

 

In 2017, consumers are impatient. The digital world has schooled more of them
into becoming so-called “IWWIWWIWI” — “I want what I want when I want it” —
consumers, impulsive and in pursuit of immediate gratification. They want services
yesterday and real-time virtual dialogue with their brands. Ordering in advance is no
longer enough. Brands are responding with a slew of speed-up business models, from
one-hour delivery to offers via beacon technology, used by retailers to broadcast
messages to nearby consumers via their smartphones. One example is in fashion collections,

where consumer impatience has wreaked havoc with the traditional “preview” system.

Along with mobile internet access, it has led to “hot off the runway” offers. “Our psyche

has changed. It is all about immediacy”, explained Sarah Rutson, vice president for global

buying at Net-a-Porter, to the New York Times.

 

Rapid convenience
Internet shopping giant Amazon is working on delivering packages to people’s homes
in under 30 minutes through the use of drones. Amazon customers in France can
already buy SEAT Mii city cars from the shopping site, delivered to their home within
72 hours. The #DeliveryToEnjoy campaign has been created to enhance the vehicle
buying experience, “offering a 100% online experience, with speed and respect of
delivery and a streamlined payment solution”, says SEAT.

 

The small town of Jun in southern Spain has turned to Twitter to accelerate liaison
with public services. Over 50% of locals are on the microblogging site, using it to
communicate with local government officials and police or book medical appointments.
According to Jun’s mayor, Rodríguez Salas, the town’s 3,500 residents interact online
with town officials almost daily. In London, new service Doctaly gives patients a
guaranteed same-day appointment with a National Health Service general practitioner,
offering them faster access to medical advice, for a fee. The success of this enterprise
has led to plans to roll it out nationally. Push Doctor, offering virtual consultations,
promises that “The wait is over. Whether you’re unwell, looking to improve your
fitness, have a specific aspiration in mind, or just a quick question — you can talk
face-to-face with a professional, caring UK doctor in as little as six minutes”.

 

Bite-sized helps make products more immediate and easier to consume fast. A new
micro news bulletin in international and British editions is designed as a “new way to
get your [news] fix without the time commitment”. A promotional message explains,
“Your Tiny Daily is a daily dose of news in two minutes or less, delivered directly to
your inbox every morning. Essentially, it’s very digital, and very short”. The BBC and
a host of other news providers are delivering stories in films under a minute
long on Instagram.

 

“Proximity-aware tech” has an obvious fit with more spontaneous

shopping habits and the ubiquity of smartphones, as it facilitates an immediate response when
consumers are right by retailers or service-providers. Sending alerts from
beacons in stores directly to the mobile phones of passers-by, it is a communications
tool that is growing in popularity and getting more sophisticated. Alerts, often flagging
offers, are increasingly tailored to past purchases or items customers have viewed
on the brand’s website. KNOMI, a London fashion boutiques app offers this. Many
consumers consider these targeted, more relevant promotions less irritating than
regular ads, as they are being messaged about something they want and in a location
where they can act on it. ShopAdvisor, working with brands and lifestyle magazines,
claims to create mobile shopping experiences via its proximity marketing service,
“Your personal shopping concierge for fashion, tech, décor and more”.

 

Food rush
Next-day delivery is being overtaken by ever-faster delivery possibilities for the
shopper in a rush. UK supermarket chain Sainsbury’s launched one-hour delivery
of food and groceries by bike in parts of London in September 2016, the first UK
supermarket to do so. It is doing this via its Chop Chop app, competing with Amazon’s
Prime Now and Deliveroo. Sainsbury’s said that the technology is perfect for buying
up to 20 goods in an emergency. Sainsbury’s director of digital and technology told
Telegraph Online that this development is “part of our strategy to give our customers
more options to shop with us whenever and wherever they want. Speed of delivery
is important to some customers, so we have brought back our bicycle service to test
demand further”.

 

As consumers want healthier, better quality food on-the-go or delivered, brands are
evolving to meet this interest. For instance, UK bakery chain Greggs, with almost
2,000 outlets, is considering moving away from traditional bakery items to focus on
lower-calorie and gluten-free food on-the-go after seeing its business grow
with the launch of its healthier “Balanced Choice” range. So-called “groceraunts”
attest to the consumer interest in fast food as they become even more popular. For
customers out food shopping, there are in-store restaurants and bars in shops like

Whole Foods, which considers itself a pioneer in providing restaurant-quality meals

to shoppers. Its new store in Hawaii will feature 200 seats for shoppers to enjoy a meal.

 

The appetite for apps means that tech-driven delivery is “disrupting” food service
worldwide. China’s internet companies, such as Ele.me and Meituan Waimai, are
competing with Western food chains via apps by offering door-to-door delivery to
homes and offices from a choice of thousands of restaurants. Their apps display menus
of smaller local eateries as well as big chains, allowing online customers to access
a wide variety of choice via a single channel. A new app in the UK, Too Good To Go,
is operating in several cities; addressing small budgets and food waste simultaneously,
it connects consumers to quality restaurant leftover food at affordable prices. The
Needed app combines shopping lists and special offers. Like other to-do list apps, it
helps users keep track of products they need to buy when food shopping, but it does
so with location-based awareness of the special offers available in nearby shops.

 

Fashion’s fast lane
Fashion is getting faster. Alongside the fast-track interpretation of catwalk trends
for the high street, genuine designer pieces from the catwalk are now walking into
fashionistas’ lives much sooner. This trend has been attributed to the influence of
social media and ecommerce, which have led to shorter attention spans and have
trained consumers to insist on instant gratification. An autumn 2016 full-page
newspaper ad resembling a letter “signed” by designer Ralph Lauren explains how
the brand is adapting to shopping habits — “I am proud to share with you, for the
first time ever, my new women’s collection right off the runway and into your lives …
immediately in my flagship stores around the world. From the very beginning, I’ve
always designed with you in mind. You are changing the way you live and the way you
want to shop, and we are changing with you and for you”.

 

Several designer labels are adopting this “see-now, shop-now” trend, letting
consumers buy or order new fashion items they see on Instagram almost immediately;
these include Burberry and Tom Ford. In a statement, Christopher Bailey, Burberry’s
CEO and chief creative officer, explains that this trend will build a closer connection
between the experience created on the catwalk and “the moment when people can
physically explore the collections for themselves”. Luxury watch brands are also
working to make models shown at the industry’s annual fairs available to buy sooner.
Jean-Claude Biver, president of the watch division at LVMH Moët Hennessy Louis
Vuitton, explained that the brand began production of TAG Heuer watches in 2016
that are set to unveil at the 2017 Baselworld show, for immediate delivery afterwards.
“Once people see it on Instagram, do people want to wait six months? No way! In six
months they have … another thing they’re thinking about”, he told journalist Rachel
Feldermarch in spring 2016.

 

출처: Euro monitor

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