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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?
4.7
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?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

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?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Shopping
Brands curate relaxing shopping experiences for people with varying needs
Trend - Brands are curating mindful shopping experiences for consumers--either for the entire shopping experience or during certain times of the day. These quiet retail environments are designed for neurodiverse people, and/or for people who generally prefer shopping in relaxed spaces.
Workshop Question - How is your brand authentically prioritizing inclusion?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Phygital Retail
Brands merge physical and digital worlds in retail spaces
Trend - Though digital elements in retail spaces aren't new, brands are now designing "phygital" in-store experiences from the ground-up. These stores offer a blend of experiences--the interaction of in-person retail, the convenience of e-commerce, and the novelty that's associated with tech-forward retail experiences.
Workshop Question - What kind of customer-focused experiences can your brand create?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reflective Display
Connected mirrors help retailers personalize the shopping journey
Trend - As brick and mortar stores compete with ecommerce, businesses are taking cues from the virtual world with tech-enhanced shopping experiences. This now includes connected mirrors being displayed in-store that allow customers to personalize their shopping journey.
Workshop Question - How could your brand better prioritize customer experience with technology?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Finance
Banking apps are including online retail features and functions
Trend - Banking apps are becoming increasingly functional, now with extended features that allow people to shop (or sell) within the apps. These features help customers consolidate some of their lifestyle habits, merging banking and shopping to create simpler online experiences.
Workshop Question - How is your brand prioritizing convenience for its customer base?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Organization
Apps help consumers prioritize eco-conscious fashion choices
Trend - With the fahion industry being an enormous contributor to worldwide pollution, some brands are releasing apps that help users make better choices when it comes to buying, repairing and generally extending the life cycles of their wardrobes.
Workshop Question - How is your brand prioritizing sustainability?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Changing
Virtual fitting rooms are growing in popularity amidst the pandemic
Trend - Virtual fitting rooms are becoming an increasingly popular alternative to in-person fitting rooms, particularly as the ongoing pandemic has put restrictions on in-person shopping. Now, consumers are able to see how clothing may look on them without having to worry about hygiene or being inconvenienced.
Workshop Question - What long-term pandemic-related changes could your brand better adapt to?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable Room
Brands are utilizing virtual home experiences as a medium for retail
Trend - Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualization of a product in one's space.
Workshop Question - Conceptualize an immersive retail experience for online environments.
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends