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FuturistU > Retail > Omnichannel Retail > Module 2 / 5

Hybridization in Retail

Instructor: Ady Floyd
Brand Engagement
Download the Brand Engagement Trend Report
In the first module of omnichannel retail, Ady explores what Hybridization means in the retail landscape and how it's being used to fuel successful retailers today. In order to capture the attention of shoppers from all generations, retailers need to combine online and offline platforms to create seamless shopping systems. It's no longer enough to offer just one single platform, or even two; brands need retail hybridization that binds together apps, brick-and-mortar establishments, e-commerce, beacon technology and everything in between in order to reach the masses.

In this module, you'll learn about what trends are being used to create these interchangeable platforms and allow consumers to experience the best of online and offline shopping as one.
Related Trend Report: Brand Engagement
Workshop Questions:
1. How could you integrate your brand or products into adjacent markets?
2. What is one industry you could tap for inspiration?
View Innovation Webinars

Featured Insights

Retail Retreat
Brands are displaying products outside the store setting as a fun retreat
Implications - As consumers seek out retail experiences that go beyond simple product purchasing, brands are taking note by setting up showrooms and product displays that take place in alternative settings, specifically environments that offer rest and relaxation. Offering consumers hotel rooms and apartment units that integrate the brand’s product lines, retailers are allowing consumers to experience what enjoying their products would be like in real-world settings.
Workshop Question - How could you integrate your brand and products into adjacent markets and businesses?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brick-and-Modem
Physical stores' rise in popularity prompts online retailers to adapt
Implications - Years ago, online retailers took the traditional market by storm, upending the brick-and-mortar sales model. Since then, brick-and-mortar retailers have responded by providing consumers with experiences they can't get online. The process has now come full circle, as e-commerce brands recognize the unique appeal of physical stores and thus offer online experiences that mimic brick-and-mortar shopping. While evolution is natural in any industry, brands that search out and recognize the value behind traditional techniques can further improve their modern operations.
Workshop Question - What is the most appealing aspect of the traditional marketing techniques in your industry? How could you adapt that technique to suit your modern day practices?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Decentralized Affiliate
New ecommerce apps enable everyday consumers to earn commissions
Trend - Tech companies are revolutionizing affiliate marketing by launching new shopping apps that break down traditional barriers. Platforms like Locker are leading the charge by ditching the follower-count and aesthetic requirements that often exclude potential affiliates. This inclusive approach opens the affiliate ecosystem to a wider range of consumers, empowering everyone to become a brand advocate and earn from their genuine endorsements.
Workshop Question - How can your brand empower everyday consumers to share genuine product recommendations?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Small-Format Retail
More retailers are rolling out small-format stores with curated offerings
Trend - Retail is entering a "less-is-more" era, driven by consumer desire for curated shopping experiences that simplify decision-making. Consumers, overwhelmed by past excess, now value well-edited selections that simplify decision-making. This trend prioritizes quality and guidance over sheer quantity.
Workshop Question - How can your brand refocus its approach to retail by becoming a trusted curator of products, simplifying decision-making for consumers?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mobile AI
Retailers are using AI to add unique features to their mobile retail apps
Trend - Retailers are launching mobile apps with AI-powered features designed to replace their existing apps. These apps offer recommendations, conversational support, image search, and features unique to certain retailers. These brands aim to improve customer retention while reducing ordering friction.
Workshop Question - How could your brand improve its customer satisfaction rates through AI features?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Spatial Shopping
Retailers are launching VR shopping applications for spatial computing headsets
Trend - Online retailers are launching shopping services specifically for VR headsets. By adding shopping directly to these devices, e-commerce is made more convenient for consumers. These immersive apps enable try-ons and previews in a 3D environment, more accurately conveying the details of products.
Workshop Question - How could your brand modify its services to capitalize on the recent popularity of spatial computing?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Stylist
Artificial intelligence is used to provide fashion recommendations to shoppers
Trend - Shopping brands are utilizing artificial intelligence to provide personalized recommendations, answer queries, offer product information, and enhance the shopping experience for customers. These assistants can be integrated into e-commerce websites, mobile apps, or messaging platforms.
Workshop Question - How can your brand enhance the pre and post-purchase process for its customers?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Web3
Web3 is integrated into everyday routines
Trend - Though the introduction to Web3 has had a shaky start, it's adoption in everyday routines and business practices is showcasing the real impact of the decentralized web. Customer service, online shopping, and even health care are enhanced by Web3 services when they're seamlessly integrated.
Workshop Question - How could your brand make new tech more digestible for its customers?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible E-Commerce
Brands make online shopping easier for elderly demographics
Trend - For senior demographics, modern technology can be more challenging to navigate. To change this, some online retailers are prioritizing senior demographics--both in the products they offer and in how their platforms are designed.
Workshop Question - How could your brand prioritize accessibility in its product design?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Chat Commerce
Brands are enabling users to order and pay for products directly via messaging apps
Trend - Retailers are utilizing social messaging apps to allow shoppers to interact with businesses and pay for products while they remain in-chat. What this means is that shoppers can use their favorite messaging channels to discover products, place orders, make payments, and track packages.
Workshop Question - How could your brand better prioritize convenience and personalization?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
App-Based Retail
Retailers create apps to accompany customers' in-store experiences
Trend - Retailers are increasingly merging the convenience of online shopping with the engagement of in-person retail--now with accompanied in-store apps. These apps help enhance customer experiences with everything from product information to shopping assistance.
Workshop Question - How could your brand merge digital and in-person shopping experiences?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends