Culture Vulture Shopping Edition - LR

CULTURE VULTURE
EDITION 6 – SHOPPING
Inspiring original thinking through a deeper
understanding of cultural trends
Everything
is ‘shoppable’
From the souk in North Africa via the Mall E-commerce has been growing for years,
in the US to the bazaar in India, different but now shoppers are shifting away from
cultures have always shopped in different purchasing items from their desktop or
ways, but the power of globalisation is laptop to buying via their mobile phone or
increasingly making eveything, everywhere, tablet and using cutting edge technology
anytime and any place, ‘shoppable’. such as beacons. This is giving place to new
opportunities for brands. The number of
When we talk about shopping we are mobile commerce transactions – stated by
not referring just to the moment of Juniper Research – will grow from 72 billion
purchase, we are trying to go further and in 2014 to 195 billion in 2019, as consumers
understand shopping behaviours: the way increasingly make purchases on their
in which consumers use different sources smartphone or tablets instead of
of information, how they relate to brands traditional computers.
and to other consumers, the impact of
new technologies and how our shopping Along with technological advances and
habits are being transformed. Most of these changes, we are facing some cultural
behaviours are so strongly incorporated to transformations that contribute to the
our daily habits that sometimes we don’t even redefinition of shopping: protectionism,
realise they are part of our lives. According fair trade, sustainability, new currencies;
to Mindreader global survey, 70% of the among many others. In this scenario we are
global population is interested in Shopping facing a new consumer, more informed and
& Consumer advice – no matter where you powerful than ever before; more demanding,
live or where you come from, shopping is smarter and open to adopt new paths in the
something that involves all of us in a buying process.
certain way.
Emerging markets are discovering and
With the constant development of new enjoying new ways of consumption and
technologies and platforms, shopping is purchasing. For example, in LATAM and APAC
evolving and adapting to new consumer more than 60% stated that they love shopping
habits and at the same time consumers as a leisure activity (Mindreader). New ways of
are generating them. Traditional ways shopping and the increase access to product
of shopping are revolutionised by new information are making these markets more
manifestations: mobile shopping, access to open to new products and retail experiences.
product information, digital wallets, consumer
communities, real-time conversation, curated Culture Vulture Shopping is a deep dive
and hyper-personalised consumption. into the different trends which are affecting
Media have never had so much relevance the way societies shop. The use of technology
in the shopping process as today. It takes a and new media platforms together with
fundamental part in the shopping process, cultural transformations are challenging not
and as this process changes, the ways in which only the way people buy, but also how they
the shopper consume media also change. relate to brands and other consumers.
CULTURE VULTURE EDITION 6 – SHOPPING 1

Contents 10 Cultural Dynamics Points of View
04
Methodology
26Smarket
46
The Experts
57
Mauricio Oppenheimer
Punta Carretas
06
Custom Made
30
Shop and Go
48
Alex Hole
58
Gustavo Sambucetti
Amazon Walmart
10
Buying Sensations
34
Social Shopping
50
Finlay Clark
59
Rabih Soueidi
Google Mindshare MENA
14
Play to Gain
38
Made in…
52
Mike Lynskey
60
Pedro Casquinha
Microsoft Al Yasra Fashion Group
18
Shop at
42
Disruptive
53
Anita Caras
62
Nicholas Russell
We Are Pop Up
First Sight Retail Microsoft
22
Pure Shopping
54
Bryan Roberts
63
Charlie Fermor
Kantar Retail Perry Court Farm
55
Bernardo Cordero
64
Marco Quartucci
Linio Mindshare Italy
56
Eric Fergusson
Order Dynamics
2 CULTURE VULTURE EDITION 6 – SHOPPING

Scout Reports
World APAC Europe Latin America North America
66
Scout Reports
76
Hong Kong
88
Barcelona
104 112
Bogota Los Angeles
Introduction Mindset Shift Loyalty Pays Close Encounters Exclusive and Ephemeral
Africa
78Mumbai
90 Berlin
106 114
Buenos Aires Miami
Here, There & Everywhere Conscious Inspiration Consumer Power Creative Renaissance
68
Cape Town
80
Shanghai
92
Istanbul
108
Mexico City
116Montreal
One Stop Mall Something Fancy East Meets West Comfortable Experiences Local Connection
70 Lagos
82
Singapore
94London
110
Rio de Janeiro
118 New York
Relax and Shop!
Contrasting Scenes More Than Shopping Deal Hunters Dissolving Boundaries
Middle East
84Sydney
96 Milan
120 Toronto
Australian Made Coupon Fever Small is Big
72
Abu Dhabi
86 Tokyo
98
Moscow
Diversified Souks Physical Tech Hypermarket Craze
Experiences
74Dubai
100 Paris
Shopping Trip Locavore Love
102Stockholm
Sustainable Desire

Methodology
Culture informs media and media

drives culture. They are intrinsically
linked together and to understand
the different areas of our culture,
the best way is to look at trends.
Findings from Culture Vulture’s shopping dossier
have been drawn from a rigorous process that
integrates desk research, brainstorming sessions
and our Culture Vulture framework of Global
Consumer Trends (people’s reaction to cultural
influences and drivers).
Our study has identified 10 Cultural Dynamics
– patterns in social behaviour and attitudes that
capture the prevailing spirit of the times – that
are related to our global consumer trends and
reveal how shopping is perceived and experienced
around the world.

Global Trends Cultural Dynamics
Consumer Trends Shopping Dynamics
These are the major Global Consumer This is how we see the Global
Trends that Mindshare consider to be Consumer Trends manifesting
a powerful influence on culture. themselves in shopping.
Me Nation Consumers are at the centre of their Custom Made Personalisation from beginning
universe and everything should revolve around them. to end of the shopping experience.
Maximising Moments Doing multiple things Buying Sensations Shoppers are looking
at the same time. for experiences not just products.
Power Play The use of gaming system and Play to Gain Looking for deals can be
design in a non-gaming context. challenging and fun.
Visualisation The look and feel of everything Shop at First Sight The temptation
is the most important factor in its quality. of attractive images and designs.
Seeking Authenticity The desire to have a transparent, Pure Shopping Shopping choices are driven
genuine experience while maintaining privacy. by trust and a guilt free feelings.
Simplification The desire to not complicate life. Smarket Shopping made it easy with the
use of cutting edge technology.
Snacking We now consume media in the same way we Shop & Go Quick, on the go and ephemeral
consume snacks. Curation plays a part in the growing consumption.
need to have access to anything without purchasing.
New Networking Communities don’t have to be based Social Shopping Unified forces give more
on location but on shared interests. The power of the power to shoppers.
community is at an all-time high.
National Celebration Being proud of where you come Made In… Buying local goes global.
from and having a desire to support local people.
New World Order With new global economic powers Disruptive Retail Alternative trading
the world view is shifting so that ideas and products is transforming the shopping world.
can come from anywhere.

● Me Nation
Personalisation from beginning

to end of the shopping experience.
More than ever before There is no doubt that mass personalisation Curated and personalised solutions
brands are being is transforming customer services. In the While browsing the Internet or posting and
pressured to prioritise UK, Debenhams department store offers liking in social media, consumers express
consumer satisfaction. a free personal shopper service in most of their interests, preferences and taste. Brands
Fuelled by new their stores, a service previously restricted to are starting to track down and curate this
technology, there is an luxury experiences. Another example is Sonae information so that it can be used to offer
increasing consumer Sierra’s shopping centre group in Brazil, which more personalised purchase experiences.
expectation and demand for immediate and offers customer service through WhatsApp Pinterest has become one of the main sources
personal brand feedback from beginning to for a closer conversation with clients. New of shopper insights for different retailers.
end of the shopping journey. Shoppers are technology is key, as it enables more complex For example Nordstrom’s Top Pins help
now demanding personalised purchases and and cutting edge mass personalisation. In the retailer understand their consumer’s
retailers are getting better at delivering them. March 2014 French shopping centre specialist preferences. Retailers then use these insights
At the same time, consumers are becoming Klépierre unveiled the Inspiration Corridor, a to inform their marketing decisions on what
the protagonists in the production process booth which uses facial and body recognition to buy and where to locate the most popular
generating their own products in collaboration as well as the individual’s purchasing history items inside the stores.
with brands. to make personalised recommendations by
iBeacon and GPS. In a similar way, Canadian
Mass personalisation, the new normal technology company Unique Solutions rands are not
B
Advances in manufacturing process and developed Me-Ality, a free and non-invasive
technology are enabling more retailers body-scanning booth designed to measure only personalising
to recommend their products based on body shape and suggest apparel to fit
consumers past behaviours, to provide customers. their service, they
personal customer service and to offer
personalised products for everything Consumers are also producers are also inviting
from grocery shopping lists to mobile Brands are not only personalising their
phones. Amazon’s search engine has been service, they are also inviting consumers to consumers
personalising its offering for a while – defining become producers. This is generating a value
a new normal which can be expected by exchange between consumers and brands, to become
consumers – and today most search engines which offers consumers control and fun while
have evolved to the point in which retailers they shop. They can get the products exactly producers
can suggest products to consumers not only the way they want them whilst at the same
before they start looking for them, but even time being part of the creative process. Nike,
before they have thought about buying them. for example, gives its consumers the option ParknShop, Honk Kong’s largest online
to design their own sport shoes with the grocery store created an app that uses Beacon
Nike ID app. Renault launched an option for technology to generate a personalised and
customers to buy a personalised cars through unique map for shoppers to easily find the
the Configurator feature in their website. products in the supermarket based on the
Motorola developed the Moto Maker app for items on their grocery list and previous
consumers who want to design their own purchases. Similarly, Carrefour’s flagship store
Moto X, giving the shopper the opportunity in Paris offers an indoor geolocation feature
to choose between different materials, called C-où (where is it) which allows shoppers
colours, textures, memory and even allowing to scan barcodes, search for recipe ideas to
them to print their names on the back. build their grocery list and get personalised
Another successful example is Coca-Cola’s shopping routes based on what is in their
#ShareaCoke campaign. Shoppers had the electronic app baskets.
option to create personalised bottles not just
for themselves but also for friends and family
to ‘spread happiness’.

Custom Made
Personalised and dynamic pricing Implications for brands

Pricing is also being redefined under the
influence of the personalisation trend with Needs & Desires Inspiration & Innovation
retailers offering curated and customised Which consumer needs and desires does How are brands/businesses applying
prices. Shoppers today value the ability to find ‘Custom Made’ address? ‘Custom Made’?
the best deals and discounts through curated
automated platforms and retailers are turning –– Human recognition. –– C ollecting and learning information
to big data to maximise profits, which often –– Reflect status. from consumers.
means introducing dynamic pricing models –– Express identity. –– Intelligent systems to predict
both online and in-store. Retailers have always –– Feeling individual and unique. consumer behaviour.
increased prices during times of high demand Personal stories to share. –– New segments prepared to spend more
and slashed them when traffic is weaker, –– Thoughtfulness, especially when gifting. for tailored products.
but today’s data allows them to do this in a –– Developed countries are leading in the use
much more relevant and real-time manner, Changes & Expectations of technology for customisation (i.e. 3D
adapting to individual shopper needs. Why is ‘Custom Made’ emerging now? What’s printers is taking hyper-personalisation
changing? What expectations are created by to the next level allowing consumers to
Google Shopping offers this type of service these changes? manufacture their own products and
by curating online shopping and finding transforming completely the relationship
the best deals for customers with the –– M ass brands are now personalising, between brands and consumers, as well as
recently added feature Google Price Drop becoming closer with customers and the shopping process which would become
alert. The UK’s popular comparison website creating more of an emotional connection. more of a designing process).
Moneysupermarket.com is encouraging –– Globalisation and standardisation of
consumers to find better deals for a wide products backlash. Tips on ‘Custom Made’ behaviour
range of products and services. The American –– Reason to increase price with a more –– Use personalisation to be innovative and to
e-tailer ShopSavvy app allows users to customised service. improve your business.
compare prices and scan or search for items –– Data and technology facilitate –– Personalisation can be incorporated at any
to find similar products in nearby stores or customisation. point of the shopper journey. Understand
online. The application has partnerships –– Expectations for brands/retailers at which stage of the purchase journey you
with over 40,000 retailers including to be adaptive. can make a difference for your consumer.
Barnes & Noble, Nordstrom, Sears, –– Create meaningful and relevant customer
Target and Walmart. interactions with real-time personalisation.
–– Dynamic pricing can give consumers extra
Pricing mechanics are changing the benefits and at the same time optimise
competitive landscape for brands and your business. The introduction of geo-
retailers. For example, big supermarkets are targeting and other technologies can
focusing on dynamic pricing models that maximise prices based on both location
match prices against their retail competi- and consumer-purchasing history.
tors in every product category (i.e. Best
Buy’s Price Match and Morrison’s Match &
More). Personalisation goes beyond pricing
with customised discounts and deals. Metro
Supermarket from Canada launched its digital
metro&moi portal and mobile app which
provides weekly tailored coupons.
Loyalty cards are also being used by retailers

to provide personalised benefits and discounts
(i.e. Tesco’s Clubcard in UK, Disco Cencosud
in Latin America). US supermarket Safeway’s
Just for U program, uses complex algorithms
to sift through shopping data to predict needs
and produce special customised deals. The
incorporation of new technologies such as
Beacons and geolocalisation to the pricing
model would seem to be the direction in which
retailers will offer customised discounts and
experiences for each consumer according to
where they are and what they are doing.

Manifestations Statistics
Debenhams Free Personal Mass-customisation initiatives could
Shopper
be given a considerable boost with the
Sonae Sierra Customer Service arrival in the mainstream of 3D printing
via Whatsapp
technology. Already we measure widespread
Klépierre Inspiration Corridor latent demand for the nascent consumer
Me-Ality Body Scanning Booth technology. 52% are interested in using
Nike ID App a 3D printer in the future.
Renault Configurator
The majority of consumers switch because of
Motorola Moto Maker
poor customer service. 51% stated that in the Consumers are
past year they have taken their custom to a
generally positive
Coca-Cola #ShareaCoke
Nordstrom’s Top Pins different shop or company because of poor

customer service.
ParknShop Beacons app
Carrefour C-où
when it comes
to customisation
nVision Global Research, 2014
Google Price Drop Alert
of products –
ShopSavvy App
Metro&Moi Portal and

Mobile App
Morrisons Match & More 42% feel positive

Best Buy Price Match
Tesco Clubcard
when a company
Safeway Just for U
personalises its
products or services.
There is a growing Global consumer study by Adobe,
Click Here: The State of Online Advertising, 2013
importance in offering
Consumers are receptive to personalisation;
personalised online when asked which personalised features
they most preferred in the context of brand
experiences. 94% of communications, 48% of respondents
said they’d like to receive product
companies agree that recommendations based on their interests.
personalisation ‘is The Economist Intelligence Unit Report, 2013
critical to current
and future success’.
Realities of Online Personalisation Report,
Econsultancy, 2013

● Maximising Moments
Shoppers are looking for

experiences not just products.
he power and ubiquity of Extra moments Multichannel experiences

the Internet means that Physical experiences are becoming so Media and technology are also enhancing
much of transactional important that retailers are now even the shopping journey. The major force of
retailing can now selling them. British entertainment and change in retail is the consumer who now
happen online. In this stationary retailer WHSmith is now selling shops anytime, anywhere and from multiple
context, physical stores gift experiences as another product – from devices. While stores remain a destination
are not disappearing cooking courses to hot air balloon lessons for physical experiences, the consumer
but are being forced to ‘up-their-game’. The to Ferrari drive tests. Some brands are going journey can include both online and offline
competitive market is driving brands to further offering free entertainment which is touchpoints. Brands are starting to create
offer something more, providing different not related to their products or sales objective. multichannel experiences, in which the
dimensions in the purchasing process – These ‘extra moments’ are helping them consumers can shop and access content
from the use of multiple virtual and physical build a relationship with consumers beyond through multiple channels and devices. The
seamless channels to more immersive the market exchange. Mobile phone network intersection of media and shopping channels
experiences which provide moments of Movistar is offering free music, preview can make the engagement with the shopper
entertainment, fun or relaxation. parties and events for its customers – for a memorable experience.
example in Peru they organise the most
Physical retail experiences important gastronomic fair in the country Sainsbury’s, one of the UK’s largest
Digital technologies have simplified the and each year they develop a different app supermarkets, is fully live with its
purchase process to the extreme but for consumers to enjoy the fair in different multichannel grocery platform offering
still, physical experiences are significant ways through the use of technology. customers better, smarter and more
for shoppers. Physical stores are being intuitive shopping experience through the
transformed into richer and more experiential Another case study is Converse’s store, web, mobile and tablet. S.F. Express
spaces and brands are creating more layered, #SNEAKERSWOULD campaign launched to Shanghai online grocery store opened offline
multi-dimensional and sensorial experiences celebrate youthful spontaneity and encourage stores combining a multichannel physical
which, through a more emotional and people to embrace exciting, spur of the experience, where shoppers can order ‘virtual’
interactive engagement, bring customers moment choices. The brand has introduced products online with the facility to pay by
closer to the product. an interactive platform called The Ticket (a cash. In Brazil, Hellmann’s created a recipe
free download extension) for consumers to cart-mounted tablet that detects nearby
Shopping malls are becoming multiple spaces experience ‘the sneakers online world’ with a items and offers in real time recipes to
of entertainment incorporating new and combination of films, games and invitations prepare different meals with the product.
better restaurants, premium cinemas, games to live shows and events happening in London,
arcades, gyms and even bars or discos. Some Paris, Barcelona, Madrid and Amsterdam. Augmented Reality is another technology
well-known examples are Westfield London having a great impact on shopping
Shopping Centre or Shanghai Times Square. experiences, and not just within retail
Supermarkets and retailers are organising hysical stores are
P spaces but also within various platforms.
special events and creating thematic spaces In the UK, Tesco launched the world’s first
in their stores to attract, tempt and engage being transformed augmented reality food magazine Real Food
customers. Jumbo supermarket in Argentina which incorporates a technology that allows
has been organising the Deli & Wine event, into richer and shoppers to view 3D images of products
one of the most important wine and gourmet before buying, both in store and online. The
fairs in the country. more experiential shopper experience can be elevated not only
in the moment of purchase but also in the
Physical stores are becoming so multifaceted spaces post-purchase through innovation in customer
that they could also be described as art and service. For the Kindle Fire HDX tablet devices,
design spaces. Nike Town in New York is Amazon introduced an instant customer
clearly also following this path by integrating service support via free, round-the-clock
art installations, technological innovation ‘Mayday’ button. When the Mayday feature is
and sensorial experiences such as ‘Nature activated, users can expect to start a video-
Amplified: The Art + Science of Feeling’, in chat with a customer service specialist within
which media artist Aramique Krauthamer 15 seconds.
created a special environment combining
art and science inviting the consumer
to experience sensations related to the
technology applied in shoe design

Buying Sensations
Rich entertainment Implications for brands

Consumers are hungry for content, never
before have they devoured so much Needs & Desires Inspiration & Innovation
entertainment. To keep their interest and Which consumer needs and desires does How are brands/businesses applying
capture shoppers’ attention, brands are giving ‘Buying Sensations’ address? ‘Buying Sensations’?
context to their products, getting shoppers
involved in stories beyond the purchase –– I ncreases stimulation to avoid shopping –– E xperiential specialist brands (i.e. Nike).
experience. Content is taking a big role in the boredom. –– Multisensory in-store experiences (i.e.
shopping landscape. ‘Click to buy through –– Enriches every day experiences to help feel Abercrombie & Fitch’s Sensory).
content’ is a new model that attracts both fulfilled and rewarded. –– Immersive retail experiences
brands and consumers. –– Fulfils consumers desire to be intrigued (i.e. The North Face’s The Danger Zone).
and to discover. –– In-store digitisation (i.e. Burberry).
–– Makes consumers feel they are valued and –– Retail spaces becoming lifestyle spaces
onsumers
C getting more than what is just needed. (i.e. Coffee shop boutiques, Selfridges
–– Helps consumers to become more open- ‘calm’ room).
are hungry for minded.
–– Reassures product expectations. Tips on ‘Buying Sensations’ behaviour
content, never –– Elevates consumer status. –– Make sure you are offering consumers
something else besides the expected,
before have they Changes & Expectations whether it is online or offline.
Why is ‘Buying Sensations’ emerging now? –– Understand where in the purchase journey
devoured so much What’s changing? What expectations are to introduce shopping experiences.
created by these changes? –– Shoppers and retailers are interacting
entertainment more often and in more places, far beyond
–– C onsumers buy not just what they need the purchase moment. Take advantage of
but also what they want. these moments, even try to create them.
Shoppable videos are growing fast, using –– Consumers are well informed so demand –– Media and technology can be great allies
YouTube and other sites as interactive offer extra value in products and price. in the search for ways to elevate your
platforms to online retailers are presenting –– Online is becoming ubiquitous so stores shopper’s experience.
different types of catalogues within short need to be compete and be immersive. –– Create awareness when consumers are
videos or video games to increase traction. –– Consumers are seeking seamless shopping involved in experiences, they are more
A very successful example of this is The experiences online and offline. receptive and closer to brands when
Liberation, a campaign by Danish denim –– Reaching the pinnacle of consumption. having fun/participating in activities.
brand Only Jeans. The world’s first retail –– Buyers want to feel confidence in brands.
experience within an interactive online
video – a movie, music video and fashion
catalogue all to be experienced at the same
time. In a similar way, the Canadian Olympic
Team featured the Adidas High Performance
Collection, which could be purchased through
Sport Chek e-store’s Watch & Shop short
video. Viewers could watch Olympic athletes
Jon Montgomery, Maëlle Ricker and Meaghan
Mikkelson training for the 2014 Sochi Winter
games and buy the clothes they were using by
clicking through the video.

Manifestations Statistics One of the most important findings from
this study is the sheer number of reported
estfield London Shopping
W event-related touches, communications,
Centre
connections and impressions. The average
Shanghai Times Square number of touches and impression for all
Jumbo Deli & Wine Event respondents is nearly 1.4 million, and for
ike’s ‘Nature Amplified: The
N
companies with over $500 million in revenue
Art + Science of Feeling’ the average is a significant 1.8 million
WHSmith Gift Experiences per event. Clearly the viral impact seen in
particular by large companies is significant.
ovistar Mistura Gastronomy
M
Fairs
onverse’s
C
A total of 70% of top companies and
#SNEAKERSWOULD brands ranked social marketing related
to event programmes as ‘extremely’ or
Sainsbury’s multichannel
platform Three years of ‘very important’.
S.F. Express Shanghai
Hellman’s Recipe Cart

survey data show Event Marketing Institute Report,
The Viral Impact of Events, 2015
Tesco’s Real Food AR magazine
indle Fire HDX Tablet

K
that more brands
‘Mayday’ instant customer
service are using events
The Liberation by Only Jeans
anadian Olympic Team

C
and experiences to
featuring Adidas High
Performance Collection launch new products
(2014: 59%, 2013:
50%, 2012: 48%).
A significant percentage of consumers (96%) 71% of in-store
said that if a product or service promoted
at an event was one they were interested in, shoppers who use
participating would made them more inclined
to purchase. smartphones for
Events and experiences positively improve online research
brand perception. After one event, 74% of the
participants reported a more positive opinion say their device
about the company, brand, product or service
being promoted. has become more
54% of consumers purchase the product or important to their
service promoted at an event or visit.
in-store experience.
Nearly three out of four event and experience
participants (74%) that purchase once go on Google Research/Ipsos Media CT and Sterling Brands, 2014
to become regular customers.
EMI/Mosaic EventTrack 2014

● Power Play
Looking for deals can

be challenging and fun.
rands, retailers and More interactive and physical gamification As part of its prelaunch campaign, British
supermarkets are quickly examples can be seen from Coca-Cola. In catalogue retailer Argos launched an
catching up on the South Korea, consumers were challenged interactive on-commute gaming platform
benefits of incorporating to dance in front of an interactive vending using digital screens in train stations
gamification to the machine for a free Coke. In Hong Kong, a Waterloo and Euston (London). Get Set for
shopping process, television advert was offering an interactive Bubbles was created to make people play
whether it is in store, on gaming experience by allowing users to shake and compete between each other while they
social media platforms or within e-commerce. their phones at the screen to catch bottle waited for the train to come. Commuters
Retailers have already begun implementing caps and earn mobile games, discounts and could connect to the on-screen action through
gaming mechanics in many of their loyalty sweepstakes entries. Viewers simply had to their smartphones and were able to pop the
card and rewards systems, but now this is open Coca-Cola’s Chok! Chok! Chok! app to bubbles as they appeared floating on the
taking a greater dimension, transforming start playing the game. The advert was also screens. The one who scored the most points
some retailers and shops into entertainment displayed in theatres, outdoor spaces and won gift vouchers to use in stores.
creators. on YouTube.
Playing just for fun
Competition and rewards Playing does not necessarily have to be
Competitive spirit is part of human nature Competitions associated with material rewarding, people
and this is especially apparent in modern day also love to play just for fun and some brands
society. Everybody likes to compete, win and and rewards can are creating gaming experiences with no
have fun while doing it. Inviting consumers other goal than to give consumers a good
to compete for rewards can attract and hold take place in time. Domino Pizza developed a simple
their attention, generating engagement and delivery game in which consumers can create
causing them to spend more time with the any platform or their own pizza through the Pizza Hero app,
brand. In addition, gaming can be a great introducing a playful way of doing something
excuse to get consumers sharing and talking physical space extremely ordinary such as ordering food.
about the brand. Whole Foods Market rolled Pizza Hero demonstrates that clever, fun
out the ‘14-Day Blast Off’ campaign, which and well-implemented playful experiences
challenged consumers with a set of missions Geolocation and real time gaming can bring brands to life without having to
that focused on making healthy choices such Smartphones and new technologies are not materially reward consumers.
as getting daily exercise and eating certain only changing the way consumers shop but
products. With this game the healthy food also the way they have fun. Location-based Also using gaming as a branding and
supermarket was educating consumers in a games allow shoppers to play in a social, engagement technique, in 2014 Lowe’s
fun and engaging way. experiential and localised context. Brands are created MyLowe’s, a Sims Social Facebook
using geolocation apps, beacons and other game recreating the popular game The Sims.
Competitions and rewards can take place technologies to help people to play in real The platform was designed to make home
in any platform or physical space. For the time and in specific locations thus combining management not only smarter but also
launch of Harrods’ Shoe Heaven, a newly their shopping experience with gamification. amusing. Customers could create their dream
42,000-square foot space for women’s houses with the different products available
footwear, the British department store created The US pharmacy store chain Duane Reade at Lowe’s and at the same time they could
the ‘Stiletto War’ digital game for shoe lovers. teamed up with Google’s augmented reality track, organise and revisit previous purchases.
The ‘addictive’ game was integrated to the app Ingress to offer a role playing game In this way consumers could store their own
store’s digital magazine, so consumers needed involving the Enlightened and Resistance home improvement history, which they could
to download the magazine in order to play factions, which battled each other to control easily check if they needed to replace any
and compete for discounts and benefits at the a recently discovered resource called Exotic products.
store. Mobile apps are becoming a big part Matter. Players chose a faction to join and
of the gamification trend and many brands competed in teams to ‘control’ territory. In
are developing their apps to incorporate a order to play Ingress, users had to collect in-
competitive or gamification element. PINK game rewards – virtual resources at brick-and-
Nation’s social app Scavenger hunt gave away mortar locations. Duane Reade has placed
freebies and discount promotions during Ingress logos in 250 stores, indicating to users
the Spring Break 2014 campaign. Online that the area is available for playing. Since the
retailer HSN’s Shop, Watch, Play app includes partnership, Duane Reade has seen a sharp
the gaming feature Spin 2 Win, which helps increase in web and social media interaction.
consumers to discover new products while
playing to win coupons.

Play to Gain
eople love the

P Implications for brands
sensation of Needs & Desires
Which consumer needs and desires does
Tips on ‘Play to Gain’ behaviour
–– People love the sensation of winning and
winning and ‘Play to Gain’ address? scoring extra benefits or doing something
meaningful for themselves. Introduce
scoring extra –– Recognition of others (self-made hero).
–– Release of their rising competitive.
games that not only promote purchasing
and get rewards but also encourage
benefits or doing attitudes.
–– Enjoyment and the ability to have some
consumers to try/test products/samples.
–– Promote interesting and appealing
something fun.
–– An opportunity to beat the system.
rewards for your consumer target.
To go even further, use consumer data
meaningful for –– Education and learning through play value. to personalise prizes.
–– Make simple and clear gaming mechanics
themselves Changes & Expectations
Why is ‘Play to Gain’ emerging now? What’s
with attractive designs and inviting
messages.
changing? What expectations are created by –– Engage consumers with unexpected fun
these changes? and playful moments throughout the
Gamified content creation purchase journey.
Content created by communities in the digital –– Rise
of mobile games. –– Create partnerships with game specialist
world is not news but consumer now have –– Gamification of entertainment. to transform your ecosystem into playful
more cutting edge tools to create and share –– Consumer’s expectation to win rewards/ spaces.
content. Brands don’t want to be left behind prizes. –– Think beyond promotions/rewards and
so they are engaging with consumers in –– Demand for mutually beneficial incorporate fun and playful activities such
innovative ways to become part of this trend. relationships between brands and as content co-creation.
Gaming and content creation seem to be the consumers. –– Take advantage of technology to
perfect marriage and some brands have found incorporate gamification within
a way of giving consumers a good reason to Inspiration & Innovation physical spaces.
create content by playing and having fun. How are brands/businesses applying
‘Play to Gain’?
Tipp-Ex presented ‘The hunter and the bear’
book, a social content creation initiative, in –– D igitised physical spaces for interactive
which consumers were invited to help rewrite fun (i.e. Levi’s connected stadium).
a Pharrell William’s Inspiration book which –– Cashback rewards platform/voucher codes
The Bear erased by mistake. Once the ‘Social (i.e. Quidco).
Book’ was finished it was sold in bookstores –– Reward and promotion mobile app games
and available to download. Another example (i.e McDonalds Fry Defender).
of gamified content creation is the Aldo’s –– Real-time, social gamification and reward
social campaign game based on mood boards experiences (i.e. Magnum Pleasure Hunt –
for the launch of its fragrance collection. Magnum Party).
Players were able choose from a series
of Instagram photos that, once selected,
were compiled into a mood board that they
could post to their Facebook Timelines.

Whole Foods’ 14-Day Blast Off Search trend forecasts reflects that interest
Harrods’ Stiletto War in gamification will continue to increase in
INK Nation’s Spring Break
P
the near future.
2014, Scavenger Hunt
Google Trends – 2011- 2016
HSN’s Shop, Watch, Play app
Coca-Cola’s dancing game
Coca-Cola Chok App
uane Reade Ingress app

D
game
Domino's Pizza Hero app In 2015 it is predicted

that 40% of the Global
My Lowe’s Social SIM
Argos’ Get Set For Bubbles’
ipp-Ex’s Social Book by

T
Pharrell Williams: 1000 firms will be
Aldo’s mood board game
using gamification as
their principal method
of driving business The size of the
change. gamification market,
currently estimated
Gartner Research Forecast
at around $100m,
will grow to more
than $2.8b by 2016.
M2Research

● Visualisation
The temptation of attractive

images and designs.
isual experience has Design in everyday products Augmented reality

become vital for the Design is no longer an exclusive property The shopping experience has been
consumer, whether they of premium and luxury brands. Everyday transformed by the introduction of augmented
are shopping online or products can also turn into design pieces and reality giving consumers a cutting edge
at physical stores. The mainstream retailers are showing that anyone visual experience. The purchase journey can
importance of aesthetics can incorporate design into their products be revolutionised by the incorporation of AR
reaches from the use of and purchase experiences. Packaging design technology which would enable consumers to
visual platforms (such as Pinterest, Tumblr or can turn an ordinary product into an art get extra information on products or visualise
Instagram) to visualise products and look for object that consumers want to collect and how they would look at home. Augmented
inspiration. There's an increasing desire for treasure. The Spanish gourmet company reality is the future for retailing.
enhanced visuals via augmented reality and ByPepa introduced a new concept for olive oil
ultimately beautifully designed products. branding under the name of Pepa y el Olivar. The Google Glass app Crystal Shopper
The brand is reinventing the culinary world by (barcode scanner that checks prices and
Stores as art spaces offering high quality products fused with a reads Amazon reviews) is an example
Brands and retailers are offering different design that seduces by itself. of enhanced visual through the use of
visual experiences to consumers by augmented reality technology. Sayduck have
incorporating elements from the world of Other manifestations of this trend in retail also released a similar mobile app that helps
art such as installations and scenography shopping can be seen in the collaborations users to visualise how certain products like
creation. Many luxury brands were already between supermarkets and famous designers furniture would look like in their homes. The
been using window displays as artistic to create carrier bags that are objects of desire app displays items in real size by projecting
installation, but now the trend has expanded for consumers. Orla Kiely has designed for a visual replica through the camera on a
to encompass massive retails and department Tesco, home décor brand Picnic for Jumbo smartphone. You can reposition the items
stores, such as Macy’s in US and Selfridges Argentina and Tex, the apparel brand from to any angle and really see how it could
in UK which transform their window displays Carrefour, is working with famous Japanese look in the space you have at home.
into art spaces. designer Kenzo.
The use of over the top design in concept Showrooming vs Webrooming ugmented reality
A
stores is another dimension of this trend that Some e-commerce brands are starting
upgrades the physical experience. One theme to incorporate physical showrooms for is the future for
(i.e. minimalism, vintage, futurism, etc.) consumers who want to see and experience
unites the product with its retail environment the products in real life. In March this year, retailing
generating a special experience for shoppers. Google opened its first ever brick and mortar
Dutch supermarket Spar’s flagship store in store inside a PC World/Curry’s store on
Budapest features an avant-garde design for Tottenham Court Road in London. The shop Gallery and spherical 360 videos are also
its wine section, with a series of undulating is intended to display Google’s devices, such becoming more and more popular among
wooden forms throughout its interior which as phones and tablets. It also includes a large retails as a pre-experience before the real
follow customer’s flow to create a cosy screen where people can explore Google Earth. experience. Especially in e-commerce,
atmosphere. Another experimental example is furniture shoppers want to make sure they have the
e-tailer Made.com in west London, shoppers at most realistic visual experience of the product
United Nude is a shoe brand from Amsterdam their store are able to scan furniture’s QR codes they want to buy. 360 videos for clothing, in
founded on conceptual design and innovation. to get more information while showrooming. store videos or models wearing the clothing
Their artistic point of view is reflected not only items can be ways of offering consumers a
in their products but also in the interior of their On the other hand, webrooming is realistic view. One visual innovator is IKEA
store, designed by brand Creative Director convenient for consumers when they with their augmented technology, video
and prestigious architect Rem D Koolhaas. want to research and visualise products gallery and room exploration in 360.
The store is completely dark in all areas other online before going into the physical store
than those where the products are showcased for a final evaluation and purchase. This
and literally highlighted – it features the way of shopping is fuelled by the demand
Wall of Light, a controlled LED wall computer of immediacy by consumers and big retailers
which displays the shoes as works of art such as Bloomingdale’s, Nordstrom, Neiman
encapsulated in geometric frames. Marcus and Saks Fifth Avenue facilitating
it through real-time inventory and in-store
pickup options as a response to the
growing consumer webrooming.

Shop at First Sight
Virtual mirrors and screens Implications for brands

From virtual fitting rooms and mirrors (used
often in fashion and make up) to interactive Needs & Desires Inspiration & Innovation
screens for product exploration, visuals Which consumer needs and desires does How are brands/businesses applying
are gaining importance in the purchasing ‘Shop at First Sight’ address? ‘Shop at First Sight’?
process. L’Oreal’s Make Up Genius is a virtual
mirror app which virtually applies makeup –– I nstant gratification and ‘feel good factor’. –– V isual retail experiences using augmented
to your own reflection in real-time. Converse –– Confidence in their choices. reality and other cutting edge technologies
have also created Sampler iPhone App, using –– Demand for beautiful products/ (i.e Audi City’s digital car showroom,
augmented reality, consumers can virtually experiences. Dulux’s virtual/augmented reality).
try on Converse shoes by positioning the –– Vanity as a social currency (being able to –– Interactive screens in physical stores
mobile phone camera towards their foot and show-off product/show-off story around (i.e. fashion store Rebecca Minkoff’s
scaling the shoe to fit over the foot. purchase). launched an interactive screen powered
–– Accessibility to premium/luxury (attractive by eBay to visualise and purchase items).
The use of different screens and technologies feels premium). –– Brands collaborations with designers/
in the physical store purchasing process –– Time scarcity (visualisation helps to make artists (i.e. Uniqlo and Museum of Modern
helps to create a visually superior experience, quick decision and justify purchases). Art partnership to create t-shirts featuring
changing the layout and dynamics of the works of Warhol, Basquiat, Haring
traditional stores. A prominent example Changes & Expectations and Pollock).
is Adidas’ Virtual Footwear Wall, which Why is ‘Shop at First Sight’ emerging now? –– Premium packaging and luxury editions
incorporates multiple screens to explore, gain What’s changing? What expectations are (i.e. Müller de Luxe Corner yoghurt).
information and purchase products. created by these changes?
Tips on ‘Shop at First’ Sight behaviour:
–– P hotos and videos are becoming a social –– People are visual and a picture speaks a
T he use of different currency. thousand words – use creative concepts
–– There is a ‘massification’ of art and design to illustrate your product in an original
screens and –– Showing off has become the norm as and memorable way.
beauty gains social value. –– Incorporate beautiful and relevant
technologies in –– Premium and beautifully designed objects aesthetics to identify your brand beyond
are becoming more accessible. the logo. Understand what the most
the physical store –– In a complex world with information appealing aesthetic trends are for your
overload, brands need to up their game customers and plan your strategies using
purchasing process to stand out. those aesthetic cues.
–– Technology developments are facilitating –– Collaboration and partnerships can be
helps to create a new ways of presenting and experiencing a great way to maximise the power of
products. visuals: co-create with designers and
visually superior improve your e-commerce and in-store
design. Invest in in-store shelves to display
experience your products using highly attractive
visuals or maximise your potential with
beautifully designed pop-up stores.
–– Use aesthetic and functionality for
everyday products packaging as a way
to convey a premium luxury experience.
–– Invest in a strong framework and platform
to inspire consumers with visual ideas on
how to use your products. Incorporate
and take advantage of image galleries,
infographics, videos, graphics, slideshows
and animations.
–– Engage consumers to participate and
share visuals in your social media page
or brand platform.

Macy’s visual merchandising 70% of marketers plan to increase their use
Selfridges Window Displays of original visual assets in 2015.
Spar Wine Sections
Social Media Examiner 2014
United Nude Wall of Light
Pepa El Olivar designer bottles Last year the amount of video from people
esco’s designer carrier bags
T and brands on Facebook’s news feed
by Orla Kiely increased 3.6X year-on-year.
Picnic design for Jumbo
54% of internet users

arrefour and Kenzo
C Facebook Media, 2015
collaboration
have posted original

Google’s brick and mortar
Made.com showrooming
oogle Glass apps Chrystal

G
Shopper photos or videos to
Sayduck app
L’Oreal Make Up Genius

websites and 47%
Converse Sampler iPhone app share photos or
videos they found
Adidas interactive wall
300 hours of video are elsewhere online.

uploaded to YouTube Pew Research Center, 2013
every minute. 52% of consumers are more likely to make

repeat purchases from an e-retailer that
YouTube, 2014 delivers orders in premium packaging and
40% would share a picture of a purchase
Out of the top 10% of posts made by more if it arrived in premium wrap.
than 30,000 Facebook brand pages, the posts
with photos saw the most engagement, Dotcom Distribution – eCommerce Packaging Survey 2013
accounting for 87% of total interactions.
82% of marketers confirmed that video
Socialbakers.com, 2014 marketing had a positive impact on their
business, and 70% of will increase spend
Webrooming will result in $1.8 trillion in on video.
sales by 2017, versus $1.2 trillion in 2012.
In comparison, all e-commerce sales Online Video Marketing Survey Report, 2013- ReelSEO
should reach $370 billion in 2017.
Forrester Research, 2014

● Seeking Authenticity
Shopping choices driven by trust

and guilt-free feelings.
hoppers pursue the Massification of conscious Big boxes are getting smaller
consumption of Conscious consumption is not just the The conscious shopping experiences
authentic products isolated behaviour of a few brands and are not only the result of big brands
and experiences with consumers. On the contrary, we are witnessing and retailers becoming ‘greener’. Niche
specific personal goals how conscious consumption is going massive. products, ingredients, markets and fairs are
in mind. With the focus Organic, recyclable, ethical products and becoming more popular among consumers.
on particular cues that brands are no longer niche. Big retailers and In Argentina, for example, Masticar has
convey what is genuine and real, the purchase mainstream shops on incorporating these become a popular gastronomic event where
process is driven by identity benefits such types of products at a massive scale. Trader famous chefs and brands are promoting
as authenticity, virtue and ethics. According Joe’s is a value organic supermarket from US artisan, organic and environmental food.
to Mindreader study, half of the global with more than four hundred stores across Many consumers are turning into smaller and
population declares to have stopped buying the country. They produce most of the goods more specialized stores looking for a closer
certain products because the company they sell and they buy directly from small treatment and a more educative experience.
acted unethically, which reflects that people local farms and producers. In a similar way, In response, we are seeing how big boxes
are becoming more conscious about their Whole Foods Market – a supermarket chain are getting smaller: some retailers and
responsibility over the effects of consumption. specialised in natural and organic foods – department stores are realising bigger
has stores in the USA, Canada and UK. is not always better.
Brand politics
Consumers more than ever before are Coca- Cola, one of the biggest brands on Smaller and specialised spaces are being
understanding and placing value on earth, is also taking part in this trend with created within big department stores and
brands ethical behaviour and, in response, the introduction of PlantBottle technology – retails to provide expert information and
companies are getting involved in social the only plastic that is made using renewable education. Dutch supermarket chain Jumbo
and environmental causes, trying to bond resources and which can be fully recycled revamped its flagship store in Netherlands,
with communities. By supporting different – and working towards lightweight bottles now featuring specialist food areas where
social initiatives brands are becoming specially engineered to use less plastic and customers can learn how to prepare different
political actors. Beauty brands have been to easily ‘twist and shrink’ after drinking. dishes. The overall design of the store focuses
pioneers in brand politics. The Body Shop has This way consumers are encouraged to on reflecting a more authentic experience.
a history in standing for a transparency in recycle and contribute to reduce the impact
production process, rejecting animal testing plastic bottles have on the environment. Consumers take control
and defending the use of natural ingredients. In the pursuit of authenticity, consumers
Their initiative ‘Beauty With Heart’ supports are becoming more powerful than ever
different ethical and social causes. Brazilian S maller and through the access of information and
beauty brand Natura is known for being technological tools that allow them to take
committed to sustainability and the specialised control and demand honest and ethical
environment, working with local communities actions from brands.
in remote regions of Brazil in order to promote spaces are being
local development. They use seasonal and During 2014, the National Football League
local ingredients to produce their beauty created within from US (NFL) was hit by a gender violence
products, taking advantages of natural scandal when a video of one if its biggest stars
benefits and respecting nature’s cycle. big department Ray Rice hitting his wife became public.
A spontaneous consumer’s boycott was born
The food Industry has always been stores and retails in social media against Cover Girl, ‘the official
centre stage when it comes to corporate beauty sponsor’, demanding the brand to quit
responsibility. Brands are understanding to provide expert the NFL as a gesture of support for women.
that ethical behaviour is key to their business Pictures from the campaign ‘Get Your Game
and they are getting involved in different information and Face On!’ were photoshopped drawing bruises
initiatives. Mexican restaurant chain Chipotle on model’s eyes and went viral all over the
produced the short film ‘The Scarecrow’ education web as a form of protest. Another example
(together with an app and a game) to warn of brands responding to consumers’ actions
consumers about the disadvantages of is Wonga, a short term cash loan company
industrialised products. Using emotional had written off improperly granted loans
storytelling they seek to inspire consumers to 375,000 borrowers – after consumer
to buy and cook with natural and local complaints and protests – and admitted
ingredients. they should have never given these loans.

Pure Shopping
Transparency and real stories Implications for brands

Many brands and retailers are aware of the
importance of being open, transparent and Needs & Desires Tips on ‘Pure Shopping’ behaviour
accountable at every stage of the production Which consumer needs and desires does ‘Pure –– Invite consumers to interact with your
process. Many fashion brands are creating Shopping’ address? brand and make sure to provide all the
‘non-Photoshop’ campaigns in order to information about product origin and
transmit a more real and transparent image. –– P eople’s urge to do the right thing and feel processes. Utilise different channels –
American Eagle has launched in 2014 a better about it. social media, e-commerce, brand site,
lingerie campaign with ‘natural’ models and –– Ethical consumption as way to create a apps, etc. – so the information can be
‘Photoshop-free’ pictures. In a similar way, conscientious identity. easily found.
Debenhams retailer announced that it would –– Digital world is driving people’s need to go –– Educate your employers and train them
no longer airbrush to correct or alter images back to human contact. to be ‘specialists’ so consumers can rely
to encourage consumers’ self-esteem and –– The pursuit of transcendental and holistic on them.
confidence about real figures. experiences. –– Amplify your social programmes or
–– Consumption has become a quest for environmental politics no matter how
quality and integrity. big or small they are.
T he origin of –– Be bold when expressing the heritage,
Changes & Expectations authenticity and uniqueness of your
products is crucial Why is ‘Pure Shopping’ emerging now? What’s brand and product. Avoid the ‘fake feeling’
changing? What expectations are created by created by ads which are too unreal,
and brands are these changes? exaggerated or modified by technology.
–– Introduce real stories in your brand
also seeking –– N ew technologies allow consumers to communications. You will develop better
easily find information. connections with people and gain their
to provide full –– Growing mistrust in big corporations. trust if you show that you’re one of them.
–– Proliferation of news and hyper-awareness –– Stand out from the crowd by creating
disclosure and give of negative stories. genuine and authentic experiences
–– Increasing wealth enables choices based in a fast-paced world bombarded by
real information on more than price. infinite choices.
–– C ollective consciousness.
to consumers –– Effortless contribution to our society.
Inspiration & Innovation

The origin of products is crucial and brands How are brands/businesses applying ‘‘Pure
are also seeking to provide full disclosure Shopping’?
and give real information to consumers. For
example, in US the OpenLabel app technology –– U sing of technology to track product
allows consumers and organisations to provenance and transparency (i.e.
instantly attach their own labels directly onto Sainsbury’s Meet the Farmer, Egg Tracker).
the barcode of a product to provide radical –– Brands behind the scenes (i.e. McDonalds’s
transparency on the products we buy every ‘Our Food Your Questions’ videos of food
day to make smarter choices. Similarly, processes).
Australia’s Sustainable Seafood Guide and –– Feel good factor brands (i.e. Patagonia’s
Shop Ethical apps are promoting transparency ‘The Footprint Chronicles’, H&M’s
and open product information to encourage Conscious clothing).
shoppers to buy with a clear conscience. –– Authentic feel through heritage and
craftsmanship (i.e. Jack Daniels branding
defined by its true stories).
–– Ethical handmade and packaging-free
products (i.e. Lush cosmetics).

The Body Shop
‘Beauty With Heart’
55% will pay extra for products and services
from companies committed to positive social
Natura Sustainable Beauty
and environmental impact.
Chipotle ‘The Scarecrow’
Trader Joe Philosophy 52% made at least one purchase in the

Whole Foods Market past six months from one or more socially
responsible companies.
Coca-Cola Sustainable
Packaging
Masticar Argentinian
Gastronomic Fair
Jumbo Dutch Supermarkets
over Girl ‘Get Your Game

C
Interest in information
Face On!’
Wonga loans written-off

pertaining to product
merican Eagle ‘Photoshop
A
free’ campaign provenance is
Debenhams UK No Retouch
The OpenLabel Project

widespread – when
Sustainable Seafood Guide buying food, 45%
Shop Ethical app
often look for products 52% check product
that have authentic packaging to ensure
origins in a culture, sustainable impact.
tradition or place. Nielsen, Doing Well By Doing Good, 2014
Expectations of corporate responsibility

is high – 80% of the population agrees that
companies should be penalised for failing
to care for the environment.
Data privacy remains an issue for many –

56% of people are concerned about who
their personal information/data is shared
with when downloading and using an app
on their mobile phone.
Consumers are in search of authentic voices

– 73% of respondents claim to consult online
consumer reviews at least once a month.
nVision Global Research, 2014

● Simplification
Shopping made it easy with the

use of cutting edge technology.
he desire to use mobile App, QR and Bitcoin technology Virtual money

devices everywhere Mobile apps are a key part of the Internet of The virtual systems are offering legitimate
and for everything, things. Omnichannel retailers are using them financial services that have the potential to
together with the need to facilitate consumer shopping experiences promote more efficient global e-commerce
of simplifying what has and also to send real-time promotions based and simplified transactions with the benefits
become too complex, on variables like the customer’s shopping of consumers not having to carry cash or
are one of the most history, personal preferences, location and provide bank details.
important facts brands and retailers are special events. Using QR technology, Walmart
facing. They have the challenge to provide developed an app for customers to scan Bitcoin, the most famous virtual currency, is
a user friendly, quick and easy purchase the codes of the products they run out and an open and public technology that operates
experience incorporating cutting edge automatically add them to a shopping list or from peer-to-peer avoiding the participation
technology. even buy them straight away. of banks or financial entities. It is defined by
its own creators as an ‘experiential currency
Self-service and a high risk capital’ due to its volatile price.
The self-service format is the perfect response T he use of beacon Together with Bitcoin there are many other
to consumers who are less and less willing virtual currencies such as Litecoin, Peercoin,
to endure the merest delay or inconvenience technology is really Namecoin, Worldcoin, Anoncoin. Although
when interacting with public or commercial we cannot say that it has reached massive
services. Self-check-in kiosks in airports, pushing the retail state, it is for sure a big part of a new financial
self-scanning machines in supermarkets, system that is taking shape.
DIY check out services in hotels and vending boundaries
machine dispensers are just some examples. Convenient delivery
Click & Collect is a delivery service of products
Many supermarkets all over the world The use of beacon technology is really purchased online that counts with service
are already using self-service check outs. pushing the retail boundaries. Brands and agencies all over the UK. Online shoppers can
For example, Tesco introduced in-store retailers are starting to see the benefits buy and instead of having to be at home to
transactional kiosks in the UK designed to of using this technology as it allows real receive the order, they can decide when and
showcase its F&F clothing range. They allow time interaction through mobile devices. where they want to collect their stuff. At the
customers to make in-store purchases and The Estimote Beacon is a new device used same time, online retails are trying to shorter
order items which are out-of-stock or not to transmit radio signals to smart devices the delivery time. For years now, Amazon
available in their size and then have the items in a store or supermarket. Consumers are has offered 48-hour shipping to its prime
delivered to their home. Self-service is also exposed to personalised interaction receiving customers and now, along with competitors
beginning to gain popularity among hotels, notifications and suggestions (such as offers, like Walmart and Google, are introducing
Qbic Hotel in Amsterdam has introduced self- compatible and related products, etc.) based same-day delivery in key markets. Other
service check out for customers who prefer it the on where they are or what products they retailers like Best Buy allow customers to
to be quick and easy rather than personalised. are interacting with. The app can also be pick up an item in-store within a few hours
used to purchase and have products shipped of placing an order.
Meganews is an on-demand print news stand directly to their homes.
in Sweden where customers can select their Different technologies can also be used to
desired publication and then print it instantly. Many stores are looking to simplify the simplify the shipping process. Ebay has
Users can navigate available publications transaction or payment point of the shopping introduced in the US ‘screens on the go’,
using the touch screen and pay by debit or journey – the most painful moments for screen vending machines that allow people
credit card. Subsequently, the magazine is consumers. An innovative way is to avoid to buy and collect the product in real time,
printed in the ‘highest quality’ colour paper the use of traditional check outs introducing without having to wait for delivery. Drones
in under two minutes. Self-service can be a mobile devices that enable employees to are the new big thing in technology and
win-win for employers and consumers. In checkout shoppers on the spot, at any place of they promise to transform our everyday life,
The Thirsty Bear pub in London customers the stores. Apple has been using this system including shopping. Amazon is innovating in
can make use of tablet computers and self- for a while and Nordstrom is introducing the this area with the ‘delivery drones’, through
service facilities to order and then pour new Point of Sales in order to speed up the which the promise of real time delivery could
their own beer. payment process. turn into reality.

Smarket
Simplified choices Implications for brands

Online product curation, comparison and
review websites are integrated consumer Needs & Desires Inspiration & Innovation
activities that filter excess of information Which consumer needs and desires does How are brands/businesses applying
and simplifies the decision making ‘Smarket’ address? ‘Smarket’?
process. We may not always realise it, but
social curation is also a form of shopping –– T ime poor consumers looking for simple –– I ntelligent devices for everyday products
simplification. Polyvore is a fashion curated solutions. (i.e. Amazon Dash button).
website where shoppers can find cool outfits –– Saturation of products is demanding easier –– Quick interactive ordering system (i.e.
and buy the products by just clicking on and simpler choices. Inamo self-service restaurant).
them. For those who are not familiar with –– Synchronised lives with the accessibility of –– Digital wallets and passes all in one place
fashion trends or don’t want to search the personal information/content in one place. (i.e. Apple Passbook).
whole internet looking for the latest looks, –– Tech savvy consumers are seeking cutting –– Car as a delivery option when ordering
it can be a real solution in order to look cool edge experiences. goods online (i.e. Volvo On Call app).
without investing too much time on it. –– Being able to do everything on the move. –– Seamless physical and digital shopping
experiences (i.e. Argos self-service digital
Changes & Expectations concept store).
uick and
Q Why is ‘Smarket’ emerging now? What’s –– From print to e-commerce (i.e. Alibaba QR
changing? What expectations are created by code in newspapers ads).
easy solutions these changes? –– Digital hotspots that communicate with
the devices of nearby consumers (i.e.
are becoming –– Q uick and easy solutions are becoming Apple’s iBeacons).
the norm.
the norm –– Technology is driving higher expectations Tips on 'Smarket' behaviour
for ease, efficiency and minimal effort. –– Make sure your online platforms are as
–– Constantly connected consumers from simple as possible – with clean visuals and
Similarly, Canopy is a web and mobile curated anywhere and at any time. no complex interactives – for consumers to
storefront specialised only in Amazon’s –– Marketplaces are being fuelled by navigate and shop.
‘beautiful and functional products’. A social, technology and products are easier to find. –– Reduce to the minimum the transaction
shareable space to navigate and discover –– Integration of digital and physical holistic pathway to avoid losing customers at the
specific products amongst the infinite offers customer experience. checkout point.
in a much quicker and easier way. Nuji is –– Provide your customers with smooth and
another site that allows consumers to curate seamless experiences across all channels.
products from favourite online stores and –– Introduce cutting edge technology –
keep track of their wish list to purchase later. beacons, apps, real time messages, in store
Visitors can also follow other people with communication, geo-location and other
similar tastes to see what they’re discovering. channels – to simplifying the shopper
journey and introduce novelty.
Product review and price comparison –– Capitalise the potential of geolocation
websites have a similar role in the consumer’s technology to attract consumers with
decision journey, optimising their time and relevant and real time deals alerts so
reducing the chances of making a mistake. consumers also get extra benefits.
MySupermarket.co.uk, ReviewCentre.com,
MoneySuperMarket, Yelp, Buscapé; are just
a few examples of consumers ability to
provide and access information to help
simplify product choices.

Tesco’s F&F clothing kiosks Shoppers are finding it easier to shop
bic Hotel self-service
Q seamlessly across channels (stores, online,
check-out
mobile, tablet) this year with 72% of retailers
Meganews on-demand having ‘truly’ seamless capabilities.
The Thirsty Bear pub
Walmart Scan & Go
Estimote Beacon
Nordstrom’s Point of Sales
Bitcoin virtual money Globally, as many

as 61% of shoppers
Click & Collect UK
Amazon, same day shipping
Best Buy pick up in store
Ebay physical experience

are open to the idea
Amazon delivery drones 64% say delivery of shopping at a fully
speed is important – automated self-service
Polyvore
Canopy by Amazon
Nuji
MoneySuperMarket price
up from 57% last year. store with vending
comparison
machines and kiosks.
Accenture – Seamless Retail Survey Results 2015
Canvas8 Research
By 2020, customers will manage 85% 78% of consumers around the world
of their relationship with an enterprise agree that mobile technology makes
without interacting with a human. their life simpler.
Gartner Research Mindreader

● Snacking
Quick, on-the-go and

ephemeral consumption.
ime is a key element Sampling, testing and temporary ownership Temporary ownership is on the rise and
for this shopping Many consumers are adhering to what is many retail sectors are introducing solutions
dynamic. Consumers’ known as ‘experience a product or service’ to consumers who have the need of buying
lifestyles demand before buying. This can be the first step a product just for a limited period of time.
quick and on-the-go in building loyalty so brands are starting US temporary fashion businesses NextSuit
experiences with the offering sample boxes to consumers. For and Rent The Runway are pioneers in offering
help of technology to instance, Walmart has introduced the high-end trendy items to those who need an
accelerate the process. On the other hand, Sample Boxes – consumers sign up to get outfit for a one-off occasion. Fully Furnished
consumers are increasingly adhering to samples and taste products from top brands. offers the option to rent furniture in UK for
temporary ownership, expressing their desire up to three months. In the Netherlands,
of consuming without buying. The ‘real time German specialist outdoor retailer consumers who don’t want to buy a washing
culture’ and ephemeral experiences are Globetrotter has created a unique experience machine, can have access to one from
shaping new ways of shopping. in its Cologne store location. Taking the ‘try Bundles – the machine is free and members
before you buy’ concept to new levels, the of this service pay only for the laundry
Moving merchants and pop-up stores shop simulates outdoor environments to loads they do per month.
Mobile and spontaneous retailing was born ensure customers can trial the clothes and
to satisfy consumer’s desire to buy anywhere other items in a situation not too dissimilar
and anytime – a way to help them access from those in which they will actually end T he ‘real time
products and services quickly and on-the- up using these items. Customers can try
go – with technology playing a key part to out canoes and learn to scuba dive. Other culture’ and
localise these moving retailers. We Are Pop features include ‘wind refrigerators’ and
Up, a UK based business initiative gives both ‘shower cabins’ where garments can be ephemeral
retailers and brands access to experimental tested on heat retention and water resistance.
and high-profile opportunities. Big sellers The experience is further enhanced by forest experiences
such as, Google, Amazon, Nordstrom and Etsy sounds playing in the background and regular
are trying these new formats, placing pop-up ‘sleepover’ sessions inviting customers to are shaping
stores in cities such as New York, London spend the night.
and Sydney. new ways of
Trying before buying is also facilitated by
Fashion brands are really innovating in terms technology to either simplify the process shopping
of pop-up experiences and collaborations to or allow online consumers to test or try
attract brick and mortar consumers. In 2014, products in the virtual and intangible world.
Adidas created a three-day-store with the In Japan, Ikebukuro Parco department store Retails go express
form of a shoebox in London’s Shoreditch is combining the convenience of online Busy lifestyles requires quick and convenient
neighbourhood. It was designed for the shopping with the fun of trying on clothes. ways of consumption. Express retailing is
launch of Stan Smith’s collection and included The store has created virtual fitting rooms an option for shoppers on-the-go. Many big
an interactive floor, a digital ‘Stan Yourself’ that let people browse the products available supermarkets are going ‘express’ locating
station and a 3D printer. Japanese brand on the website and then try them on virtually. small stores in busy areas for instant and
Uniqlo became the first apparel retailer to House of Frasier in UK has implemented the basic shopping, avoiding queues.
feature an in-store Starbucks coffee shop feature ‘Find Your True Fit’ in its online store.
and MoMA store. Shoppers can upload their details and picture Carrefour Express, Tesco Express, Sainsbury
to see how a fashion item would look like Local, Marks & Spencer’s Simply Food are
on them. already part of the landscape of big cities,
and it seems their presence will get even
bigger. These express formats are competing
with other type of stores that have long been
established in the market like small grocery
stores, corner shops or independent and
convenience stores.

Shop & Go
Instant shopping and vending machines Implications for brands

Instant on-the-go purchasing has reached
its maximum expression with m-commerce. Needs & Desires Tips for ‘Shop & Go’ behaviour
Thanks to the use of mobile phones and Which consumer needs and desires does –– Consumers are getting used to do
apps technology shoppers can literally buy ‘Shop & Go’ address? everything through their mobile and get
at any time and from everywhere. Brands whatever they want instantly. Utilise the
are exploring different ways of fulfilling the –– E phemeral and temporary retail benefit of mobile apps and geolocation
consumer’s desire of instant consumption. experiences. to drive immediate consumption. Mobile
Shopping on commute is one of them: virtual –– Fast paced lives need product availability apps give brands the opportunity of
and interactive shopping walls in public on-the-go. reducing time between advertising
transport for consumers to buy on the way –– Trying before buying as a way to avoid impact and purchase.
to their home, work or college. Jumbo have regret. –– Make your product available in busy
done the same in metro stations in Chile and –– Environmentally conscious will consume areas and sell them via vending machines
Carrefour in France, placing virtual stores in temporarily owned products. as a convenient purchase option for busy
Gare du Nord station in Paris and Part-Dieu consumers.
station in Lyon. Changes & Expectations –– Maximise the potential of pop-up stores
Why is ‘Shop & Go’ emerging now? What’s for the launching of new products,
In the US, snack food vendor Mondelez changing? What expectations are created by concepts and markets, as well as trying to
International is rolling out an initial these changes? generate awareness and buzz around your
deployment of its interactive vending brand. Introduce strategic partnerships
machines. The new machines feature –– G rowing opportunity to interact with with retailers, department stores and
interactive, touchscreen-enabled LED new brands or ideas through pop-up other brands.
monitors, Microsoft Kinect motion sensors experiences. –– Temporary retail allows you to get closer
and NFC readers. Brands have seen the –– Accessibility to limited edition products. to customers and helps you determine
advantages of introducing vending machines –– Decrease of purchase wastage, streamline what products are the most popular –
in airports and now travellers are not only choices. the temporary and flexible nature of
able to shop on-the-go food and snacking –– Temporary ownership, pay as you go pop-up retailing ensures that brands
products, the vending machine offering solutions. are not committed for long periods of
has been expanded to other products. Best –– Living in a faster paced world will demand time if their product is not selling or
Buy Express has airport kiosks that sells a ubiquitous vending solutions. generating interest.
varied range of electronic products, Glam –– Saturation of choices need to be filtered –– Extend brand into the physical using
Up & Away ‘pink bus’ vending machines are as ‘the snacking’ culture expands. temporary retailing/pop-up shops
stocked with Benefit’s bestselling products especially if your trading solely online –
and the Automatic Apparel machine is ready Inspiration & Innovation inviting consumers to sample, test and
to dispense t-shirts, socks and underwear to How are brands/businesses applying offer giveaways and exclusive sales.
busy on-the-go shoppers. ‘Shop & Go’?
While items can be bought conventionally –– O nline exclusive retailers in the physical
online, mobile purchases are incentivised world (i.e. Ebay one of the first e-commerce
with savings from 10% to 40%. Ebay installed sites to introduce pop-up stores).
shoppable windows in New York, these are –– Test drive before purchasing (i.e Apple’s Try
large digital screens that work very much like Before You Buy Apps).
a pop-up shop. They display products and –– Curated products (i.e. Birchbox’s beauty
allow shoppers to place order through the and lifestyle sample boxes).
screens and have products delivered to –– Vending machines thinking big (i.e. Smart
them within an hour via courier. Coupe/Cabrio giant vending machine).

e Are Pop Up,
W
temporary retail spaces
Adidas giant shoe-box

The rise of local
Etsy pop-up store and on-the-go
convenience. There
Walmart simple boxes
lobetrotter Cologne store

G
is a 110% increase in
location
I kebukuro Parco Wearable
small, local retailers

Clothing
ouse of Frasier’s Find Your

H
True Fit
Rent The Runway clothing

rental
opening over the Pop-up retailing
Bundles temporary
washing machines
past five years. produced £2.1 billion
Sainsbury’s Local expansion Simply Business’ annual High Street Tracker, UK 2015 in turnover in the past
year – equivalent to
Carrefour’s virtual stores
Mondelez International
0.6% of total retail

interactive vending machines
Automatic Apparel
turnover.
vending machines
Benefit’s Glam Up & Away
Best Buy Express

The most popular pop-up shops to visit and
E -Bay shoppable window
spend money in are farmer’s markets, food
and beverage shops and fashion stores –
over 40% of people who have visited a pop-
up store went to a farmer’s market in the
Vending machine industry is poised to rise last 12 months.
and hit $7.7 billion in 2019, up nearly 7% from
$7.2 billion in 2014. 65% of people agree they would visit a pop-
up shop more often if they knew the current
IBISWorld report, US 2014 location of the shop. Brands still have to utilise
their personal network, social media network,
their marketing channels, to make people
understand the shop is there and
they should come and check it out.
Centre for Economics and Business Research, UK 2014

● New Networking
Unified forces give more

power to shoppers.
nline networks have Polyvore and Shopcade are some of the most Peer to peer
completely transformed popular social curation platforms, in which Community collaboration doesn’t end in
the shopping paradigms some consumers collect the best products recommendations or curation. Peer to peer
and purchasing from all over the internet so others can buy transactions involve people providing their
process. Facebook has them in just a click. In Kaboodle.com users own goods and services to others, often
recently introduced the can create wish lists with photos and links hooking up online and avoiding the need of
‘Shop Now’ button for to products for sale online. Stylehive.com third parties. By different websites, apps and
businesses that have Facebook shops and, is a women community not only of fashion social media, you can find someone on the
at the same time, consumers are generating products but also female interests such as other side of the world to exchange products
new trading ideas and platforms. They are make up, decoration, etc. In ThisNext.com or services. TransferWise is a peer-to-peer
becoming more powerful than ever before users can browse recommended products, currency exchange service that cuts out bank
with the help of new technology and fuelled add them to their wish lists, find out where and commission charges by matching a user’s
by the popularity of social media platforms, to buy them and create themed lists of exchange need with those of other members
creating innovative collaborative ways to their own. of the system. These platforms are becoming
maximise the shopping experience. popular in all kind of industries: Airbnb
Reviews sites (renting – tourism), RelayRides (car rental),
Social curation Rating and reviews from consumers’ TaskRabbit (jobs and tasks), GoSwap.org
Globalisation, internet and technology communities have been proven to influence (homes for sale/rent), among many others.
allow people from all over the world to get other consumers shopping behaviour. Its
in touch and build communities around any success resides in reliability and transparency, Peer to peer interaction can also happen in
type of interests. Nowadays we get to know the result of having real people telling real the form of crowdfunding and crowdsourcing.
about several products and brands by social experiences. The practice of searching In these collaborative platforms anyone
curation. Consumer-curators may not be for reviews before purchases became so can upload an artistic, social or commercial
specialists and may not know one another embedded in our everyday lives that we project and ask people to help in raising
or have any other connection besides cannot imagine booking a hotel or going funds. With a minimum amount of money
a common interest. Curation involves to a restaurant without consulting websites from each peer, ambitious independent
organisation of information in a meaningful such as Tripadvisor, Yelp or Time Out. projects can become true. Kickstarter and
way – a collective creation and the result of a Ideame are some of the most popular ones.
community curation is always unpredictable
and creative. Social Curation is generally collective
A
specific to a topic or an interest. The curators
may not know one another or have any creation and
other connection besides the topic that they
are curating together. Furthermore, social the result of a
curation participants may take on one of
several roles – a member of a team of curators community
may be interested in identifying and adding
new material, editing out material that he or curation is always
she finds redundant, irrelevant or not useful
or they may focus on organizing the curated unpredictable and
content in any variety of ways to provide a
better narrative throughout the collection. creative
Crowdstorm.com measures the buzz around
products based on recommendations, making
popular items go on top so shoppers know
which products people are talking about.
It’s a social shopping experience with reviews
of experts in all areas of shopping who can
endorse the best products from any particular
category or range. Shoppers are able to ask
questions to experts and the ‘crowd’ who have
actually used the product before they buy.

Social Shopping
Collective purchases Implications for brands

Consumers’ budgets, especially among
young people, are affected by low income Needs & Desires Tips on ‘Social Shopping’ behaviour
and economic crisis. In response, new Which consumer needs and desires does –– Empower consumers through connective
movements of collective purchasing are being ‘Social Shopping’ address? and social initiatives, be part of their
created. People are acting co-operatively with communities and try to gain space in
the aim of getting better deals on everything –– P eople’s desire to feel connected. these collective conversation spaces.
– from gas service to organic vegetables. –– Getting involved with like-minded –– Incorporate consumers’ ideas and
The Big Switch, a global campaign to reduce individuals. creations, embrace social shopping with
energy tariffs, is one of the biggest and –– Consumers wanting to spend less and proposals such as community discounts,
more ambitious examples of the collective save more money. crowdfunding and crowdsourcing. Make
buying movement. –– Limited by finances forces people to co- consumers feel important, included
operate with each other. and powerful.
Own Mutually is a site that lets consumers –– Trust and share experiences with other –– Invite shoppers to leave reviews in your
team up with others to co-buy expensive people rather than companies/marketing e-commerce site and promote interaction
items. The site works by allowing people to promises. between them. Also, make sure you
list a description and picture of their desired respond to the reviews and that they
item and then broadcast it on social media Changes & Expectations are visible for customers when navigating
platforms. Buyers participate in a timeshare Why is ‘Social Shopping’ emerging now? your site.
system of ownership, booking days they What’s changing? What expectations are –– Social Media and digital interactive
would like to use the item via a shared created by these changes? platforms can connect your brand with
calendar. The list of items include all kind your customers. Invite them to interact
of products form bicycles to 3D printers or –– C onsumers will keep adapting the way and innovate with social shopping. Listen
yachts. they live and shop with developments in to them, incorporate social curation and
technology and social media to come. creation to your digital platforms, and take
–– Changes in the economy will generate advantage of it by using it as a source
eople are acting
P innovative ways to shop and make money. of insights.
–– People becoming more digitally than –– Maximise the capabilities of technology
co-operatively with physically connected. and social media as a powerful retail
–– Consumers are increasingly engaging with channel. Integrate your e-commerce
the aim of getting brands and at the same time generating platform with social media platforms
buzz in their social circles and the internet so shoppers can also share their opinions
better deals on in general. and reviews in a more naturally collective
environment.
everything – Inspiration & Innovation
How are brands/businesses applying
from gas service ‘Social Shopping’?
to organic –– P roduct testing and review site for

innovative consumer products (i.e. Get
vegetables Fresh, social reviews from communities
and experts).
–– Deals, offers, products and unique things
There are also very popular group shopping to do in your area (i.e. LivingSocial,
sites such as Groupon, Crowdity, Keynoir, sharing and saving money platform).
Tickles, Groupola, Incahoot, Wowcher, –– Social media networks to sell and promote
KGB gbdeals, nCrowd, DealZippy, etc. They products (i.e. Shopify Facebook app).
require a group of consumers sharing the –– Instant product reviews from other
will to buy the same product and many of consumers by scanning a barcode
them also work with interactive affiliation (i.e Consumr app powered by consumers).
and referral programs. –– Peer-to-peer e-commerce (i.e. Etsy, website
focused on handmade and vintage items).

Polyvore social
commerce website
Groupon daily deal site had 48.1 million
unique customers who had bought at least
Shopcade social shopping app
one deal during the trailing 12 month.
Kaboodle shopping community
tylehive shopping social

S 16 billion digital coupons were redeemed
bookmarking worldwide in 2014 – this figure is projected to
ThisNext social grow to 31 billion online coupons in 2019 and
shopping network
experts claim that redemption will mainly be
driven by mobile coupons.
Shopify powers over
Tripadvisor traveller reviews
rowdstorm social shopping

C
and price comparison Over 100 million people had downloaded the
TransferWise peer-to-peer
currency exchange
Groupon mobile app by September 2014 – this 160,000 businesses
demonstrates the increasing popularity of
Airbnb community
accommodation marketplace
group buying consumer behaviour. and $8 billion worth
Kickstarter global
crowdfunding platform
Statista, 2015 of sales – one of
I deame crowdfunding platform
for Latin America
their online solutions
Own Mutually social circle
to split costs
includes setting up
Groupon deal-of-the-day
stores in Facebook
so anyone can let
the world know their
product is for sale
Social media will not
by sharing their
cease to increase –
Facebook page.
there is a total of 2.1
billion social media
Shopify, 2015
Pinterest (+97%) and Tumblr (+95%) recorded

users and 1.7 billion the biggest rises in active user numbers
across 2014, outside China.
mobile social users
worldwide.
GlobalWebIndex – Know You Audience, 2014
We Are Social – Digital, Social & Mobile in 2015

● National Celebration
Buying local
goes global.
Consumers are choosing Buying local Nostalgic shopping

local products and Many regions have become brands Getting back to basics through nostalgic
brands as an expression themselves, using the ‘made in’ label as part consumption is also part of the local pride.
of pride for their history of their marketing and creating a well-defined The nostalgic shopping trend is expressed in
and heritage. Supporting image that consumers love. Highlighting different behaviors, from the preference for
their communities is where products come from they seek to classic products, retro design or packaging
part of a more conscious transmit certain values associated with the to the revival of traditional retails and
and reflective way of shopping, something place of origin – for instance, clothes with the specialised stores. Fairs, barters and second-
that is not new but is moving to another level. ‘Made in Peru’ label, consumers know they hand are ways shoppers find to live a more
Retailers are taking note of the importance are purchasing a high quality cotton item. real and meaningful shopping experience, and
of local for consumers and are starting to also to recover traditional values and heritage.
incorporate artisanal and regional products Local currencies are enabling communities to
to the mass market. fully utilize its existing productive resources. Traditional small, specialised convenience
They are based on the premise that the stores are back and trendy again. Customers
‘Glocalisation’ of brands community is not fully utilizing its productive interact directly with the owners (usually their
The celebration of national culture and capacities, because of a lack of local own neighbours). For some shoppers it is a
produce is usually a consumer’s behavior purchasing power. The alternative currency way of remembering their childhood, and for
connected to the strong and deep beliefs in is utilized to increase demand, resulting in younger generations it means a traditional
their roots but sometimes it can also be the a greater use of productive resources. The yet alternative form of shopping. In some
result of convenience or fashion. This trend introduction of local currencies emphasises regions these old fashioned stores never
takes multiple forms according to the context the interest in supporting local and regional completely disappeared but today they are
and situation in which it takes place. The communities and the growth of this trend. coming back in big cities such as Buenos
‘massification’ of local means that ‘regional’ is Some regions are creating their currencies Aires, San Pablo or Mexico D.F where they
no longer a niche market. Global and regional, that can be used only in their restricted had been replaced by big supermarkets.
artisanal and industrialised, standardised and area for buying locally produced goods such But not only small intimate stores can be
original are merging in different ways giving as the Bristol Pound, Brixton Pound and an experience that can evoke consumers’
birth to new products and processes. Makkie in Amsterdam. It is a way of creating nostalgic memories, other innovative ideas
micro-economies where both consumers and are capitalising this trend. The US Department
International brands are developing regional producers win – the firsts ones because they Store Museum is an online museum where
versions of standardised products and can buy good quality products at a convenient nostalgic shoppers can find information about
marketing them to the masses, transforming price, the second ones because they minimise classic department stores that no longer exist
the competitive landscape of global brands. competition with big international traders. and get to know the history of the ones that
McDonald’s for example, have introduced are still big.
the art of localisation with the creation of
regional menu items for their international any regions have
M Vintage fairs offer shoppers the possibility
markets. In Brazil you can order a Quiche of getting in touch with objects that are
de Queijo (cheese quiche), in India a Chicken become brands part of national history. Antiques, vintage
Maharaja-Macs or in New Zealand a Kiwi furniture, retro fashion and vinyl stores can
burger menu. These products are individual themselves, using be found in almost every city. Beacon’s
to the local market, but they remain true Closet in Williamsburg (Brooklyn) is one of
to the brand personality. the ‘Made in’ label the most hip and famous vintage stores
in the world and a tourist attraction for
as part of their NY visitors. ModCloth is an online vintage
retailer that sells clothes, shoes and
marketing and furniture. It has its own exclusive app and
besides offering products it has articles,
creating a well- pictures and content related to vintage pop
culture. Vintage shopping can also be an
defined image that entertainment or a moment of relax for those
who love restoration. This activity became
consumers love so popular for the vintage products seekers
that several TV shows such as Pawn Stars,
American Pickers and American Restoration
are attracting massive audiences and have
became huge successes.

Made in…
Celebratory shopping Implications for brands

National dates and festivities have also
become an excuse to create big shopping Needs & Desires Tips on ‘Made in…’ behaviour
events. These are moments of big sales not Which consumer needs and desires does –– Whether you are a local brand or not,
only for local independent producers but also ‘Made in…’ address? think of local elements that can help you
for retails and department stores that have the reinvent and tell your story in a more
opportunity to increase sales. Governments –– Peoples need to be at their comfort zone. compelling way. Even if you are not a local
all over the world are driving different kind of –– Support local community businesses brand, you can understand and share the
activities as a way of boosting the economy. economy. values with local community. You can
Many national festivals are now globally –– Belong to a community, society or culture. organise fairs, exhibit local producers,
celebrated becoming commercial dates –– Feel proud of their roots. support local communities and embrace
around the world. –– Treasure the past traditions. their values.
–– Nostalgia revives comforts of the past. –– Provenance can be appealing for
consumers, make sure they know which
ational dates and
N Changes & Expectations brands are local and from which region
Why is ‘Made in…’ emerging now? What’s they are. Remember the ‘made in’ can
festivities have also changing? What expectations are created by become part of your branding.
these changes? –– Highlight nostalgic elements of your
become an excuse culture heritage, the origin of ingredients,
–– B ig brands are incorporating local packaging and design.
to create big initiatives/support. –– Create meaningful partnerships that
–– Incorporating nostalgic and retro elements emphasise the idea of local community,
shopping events in products and packaging design. its values and support. Produce relevant
–– Fast changes with modern technology will content that can be share with consumers
generate more nostalgic feelings. through social media.
The Oktoberfest, St. Patrick’s Day and –– Local buying provide feelings of safety and –– Merge the new with the old world to evoke
Halloween are already part of a globalised trust about the origin of products versus consumer’s feelings of belonging and
culture and consumers might don’t even know negative press for mass production. past memories introducing innovative
their region of origin. In USA, Independence –– People becoming more attached to their memorable physical experience at local
Day and Thanksgiving are big sales dates, local community/produce: i.e. localvore, celebrations, events or pop-ups with the use
almost at the same level of Christmas. We bobo consumers. of new technologies (apps, geolocation).
can also find thousands of National Products’
‘weeks’ of, such as ‘The Wine Week’ in Inspiration & Innovation
Argentina or the ‘April Fair’ in Sevilla. The How are brands/businesses applying
Carnival season in Rio do Janeiro or the ‘Made in…’?
Death’s Day in Mexico are also examples of
how the celebration of national folklore and –– B rand partnerships to promote local culture
festivals can become elements of a country’s (i.e. Aussie film director Baz Luhrmann +
branding and a good occasion to promote Absolut Oz vodka).
consumption. –– Profits donated to local community
projects (i.e. Quartiermeister breweries).
–– Branching out locally sourced products (i.e.
Local Mission Market products from within
a 90 mile radius).
–– Daily deals-style app to support businesses
in their local area (i.e. Mobile Vikings apps).
–– Big retailers partnering with local stores
(i.e. Amazon’s KiranaNow lets store owners
upload their inventory into their site).

McDonald’s local tastes 75% of consumers eat locally grown food on a
ade in Peru high quality
M weekly basis.
cotton item
Bristol Pound nVision Research 2014

Makkie in Amsterdam
Oktoberfest shopping trip 60% worry that the values and traditions that
they most appreciate about their country
t. Patrick’s Day turns
S
Selfridges green are being eroded by other cultural/global
influences.
alloween food inspirations
H
by Waitrose Buying locally
produced foods
rgentina’s Semana del Vino,
A Mindreader
drink wine for a week
pril Fair in Sevilla, music,

A
dance and food helps the local
economy – 78% of
eacon’s Closet in
B
Williamsburg hip and
famous vintage store
odCloth online/app vintage

M
retailer
cunsumers agree.
75% of consumers eat locally grown
food weekly
nVision Research 2014
50% of local searches Local business generates 70% more local

economic activity per square foot than big
do not occur on box retail.
search engines, but on Andersonville Study of Retail Economics, US
directories and apps.

AT&T Small Business Technology Poll, 2013

● New World Order
Alternative trading is transforming

the shopping world.
ew and disruptive Polarisation of retail Subscription models

ways of trading and The polarisation of retail is increasing and Pioneered by magazines and newspapers,
shopping are pushing dividing the consumer landscape creating the subscription purchase model (consumers
the boundaries of the the haves and have-nots. People are less pay a subscription fee to access intangible
marketplace. We are interested in mid-market products and products such as online content for a pre-
living in a ‘transitional instead, they spend much less when it comes determined period of time), is now beginning
economy’ in which to everyday items to save money, and upscale to transcend the digital boundaries and
new paradigms and rules are being defined. when they want to impress or indulge thus manifest in the physical world. Brands and
Traditional models are converging with new giving rise to the hybrid consumer. It’s both retailers benefit because they are assured
technologies generating new and sometimes the discounter/low-cost stores at one end or a predictable and constant revenue stream
unexpected phenomena. The global scenario luxury/premium at the other end doing well from subscribed individuals for the duration
is changing, emerging and alternative from mix and match consumption (i.e. buying of the agreement whilst also reducing
economies are also setting rules that will Primark t-shirt and matching it with a Vuitton the uncertainty and risk of the business.
define future shopping trends. designer handbag). Consumers may find subscriptions a
convenient way to save money if they buy
Informal and alternative trading These changes are clearly reflected in the a product on a regular basis and for repeated
Home-based retail businesses, informal popularity rankings of the UK’s supermarkets. delivery of the product or service, the
marketplaces and fairs, barters, street While Aldi was voted Britain’s favourite customer also saves time.
hawking, non-monetary trading, anti- supermarket in 2014, upmarket retailers
consumption movements are all multiple Waitrose and Marks & Spencer came in The healthy food and snack delivery business
expressions of what is known as the System second and third respectively. One of the best is one of the industries that has successfully
D economy, which is undergoing massive manifestations at the low cost end is the hype adopted this model as a profitable business.
transformations and changing the way surrounding German discount supermarkets Hello Fresh is a subscription service that saves
societies shop. Many countries in the such as Aldi and Lidl or the meteoric rise of people time, reduces waste and makes it
developing regions, especially in Africa, are Poundland discount store. But discount retail easier for consumers to eat fresh food every
having access to internet for the first time doesn’t mean low quality or cheap products, day. NatureBox offers a monthly membership
through mobile devices, making this new for example, Danish discount retailer Tiger that includes full-snack bags delivered to
digital world converge with ancient and tribal offers stylish own-branded products in a fun your door. Clothing and fashion retail has also
systems. Door to door shopping, another environment at very low prices. At the other started embracing this model – underwear
traditional model still practiced in regions end of the spectrum, the growing market for brand MeUndies offers monthly auto-pilot
like Latin America, is mutating due to the luxury outlets, off-prices and rack stores is subscription with built-in price reductions
incorporation of technology. There is a B-side developing as consumers continue hunting for and hassle-free delivery and FabKids offers
economy that is blurring the paradigms of bargains – in the US more than half of all Saks monthly renewable membership for buying
the market as we know it. This is not just stores are now outlets and Macy will introduce children clothes. Men’s grooming is also
a marginal or insignificant fact, informal this year the Backstage off-price to enter in thriving with Dollar Shave Club (razors and
economies, often at the edge of legality, the competitive discount business grooming monthly supplies) and Manpacks
are today a millionaire business that employs (men’s toiletries and clothing essentials).
large numbers of people and are becoming Even pet dogs can get their favourite food
a challenge to the established system. T raditional delivered through a subscription service
from Bark Box.
Growing a personal business and retail models are
on eBay has never been easier – users can
apply for credit loans to grow their eBay converging with
shop through Kabbage, with just a click
using eBay and PayPal data to qualify for new technologies
the loan. The market rules are being pushed
not only by new forms of trading but also by generating new
alternative currencies. Bitcoin, the popular
digital currency, allows users to instantly pay and sometimes
from everywhere and at any time without the
intervention of a financial entity. For example, unexpected
Berlin has its very own Bitcoinkiez (bitcoin
neighbourhood) and consumers can spend phenomena
their cryptocurrency at all sorts of retailers,
ranging from restaurants and bars to shops
in many locations.

Disruptive Retail
Circular economy Implications for brands

Consumers all over the world, especially
among developed societies, are starting Needs & Desires Tips on ‘Disruptive Retail’ behaviour
to adopt more conscious shopping habits Which consumer needs and desires does –– Trading systems such as fairs, second
to evade excessive consumption, waste ‘Disruptive Retail’ address? hand or non-monetary consumption can be
production and over-production. This sources of inspiration. Introduce innovative
behaviour is shifting towards a circular –– F inding alternatives way to save money. partnering strategies with alternative
economy based on recycle, re-use and –– New retailing models that adapt to businesses and the implementation of
exchange as trading pillars. Some brands and consumers situations and context. new technologies such as apps, social
manufactures are already producing durable –– Adapting traditional ways of shopping media activations or gaming.
goods to be restorative, keeping components with new technologies. –– Embrace new and alternative ways of
and products in use for longer. Renting, hiring, –– International shopping and trading retailing. Drive innovation and incorporate
second hand shopping and express rental solutions. novelty to your communication, especially
are at the core of this consumer behaviour. –– Mass retail and alternative shopping to among younger consumers – exploration,
Barters, swap fairs and car boot sales have coexist and complement creating new new and unconventional trading models are
been around for a very long time and never spaces and dynamics. becoming trendy and popular among them.
completely disappeared, in fact they are –– Understand the peculiarities of the markets
now being boosted by technology and Changes & Expectations your brand or business is trading in and
social media. Why is ‘Disruptive Retail’ emerging now? incorporate local elements in order to fit
What’s changing? What expectations are their culture. Always be ready to adapt,
U-Exchange.com is one of the most popular created by these changes? the competition and threat does not always
and largest global networks for bartering and come directly from competitors but also
swapping. Amazon’s second-hand market –– A daptive approach to target consumers from unexpected consumer dynamics.
for digital objects is a system patented in based on their mixed polarised –– Provide the option of subscription services
2013 that allows consumers to re-sell digital consumption of premium and budget to your products. The communication
purchases such as e-books, software and products. through this channel can be far more
mp3 albums. Dutch denim brand Mud Jeans –– Brands assuring profits and building a regular and you can build a much
upcycle and recycle the garments they design permanent clientele through subscription deeper and closer relationship with
and sell – the old jeans are transformed into retail models. your customers.
unique vintage denim or recycled into a –– Consumers increasing adoption of a –– Accept different payment processes
sweater or other product. Coloristiq, is the UK's circular mindset. such as bitcoins and digital wallets
first, multi-brand, online rental service for nail –– Adapting to new and disruptive economic through your e-commerce or physical
polishes – their objective is to avoid dried up changes and retailing environments. store. Capture an emerging market of
and unused nail polish from being wasted and –– Technology facilitating a new purchasing new customers who are looking for places
for consumers to enjoy a variety of colours at ecosystem. to spend their alternative currencies/use
an affordable price. virtual payment methods.
Inspiration & Innovation –– Create customer value and meaningful
How are brands/businesses applying competitive advantage in today's
‘Disruptive Retail’? dynamic marketplace. Explore different
inventive and creative ways of mapping
–– B uy any product, from anywhere in the customer experience ecosystem.
one place (i.e. eBay global and holistic Brand and e-commerce websites can work
ecosystem). collaboratively and both be part of the
–– Adaptive platforms from emerging journey and destination, driving traffic and
markets (i.e. Alibaba, Chinese e-commerce customer’s experiences from each other.
company that provides consumer-to-
consumer, business-to-consumer and
business-to-business sales services via
web portals).
–– Bitcoin wallets and payment applications
(i.e. Coinbase, BitPay).
–– Successful bitcoin merchants (i.e.
Overstock.com and Expedia.com).
–– Flexible subscription services (i.e.
Flavourly, gourmet food delivered
monthly).

References Statistics
Kabbage loans for small
businesses using eBay and
85% of shoppers that use discount stores plan
PayPal to keep using them, even if their finances
Bitcoinkiez, Berlin’s own
improve. The discount market is worth £7.5
bitcoin billion now – and that figure is expected to
Aldi, Britain’s favourite grow by 65% by 2017.
supermarket in 2014
Poundland popular Canvas8, 2015
The adoption of a
discount store
Tiger, stylish own-branded By 2015, 35% of Global 2000 companies

discount products with non-media digital products will generate
Saks’ outlets stores incremental revenue of 5% to 10% through circular economy
subscription-based services and revenue
Macy’s Backstage off-price
NatureBox full-snack
models. offers considerable
economic benefits –
subscription delivery
Gartner Research
MeUndies monthly auto-
it is estimated that
pilot subscription
FabKids buy children
the global value of

clothes membership
Dollar Shave Club men’s
resource efficiency
grooming monthly supply
Bark Box pet dog food

delivery subscription
U-Exchange.com bartering
global network
could eventually reach
$3.7 trillion per year.
If you bought $25
Amazon’s secondary
market for digital objects
Mud Jeans upcycle and
worth of Bitcoin four

McKinsey, Infrastructure productivity:
recycle how to save $1 trillion per year, 2013
Coloristiq, nail polishes
online rental
years ago, today, UK consumers have around £30 billion worth
of clothes which they haven’t worn for a year
you’d be sitting hanging in their wardrobes. A third of all
clothes end up in landfill, which is bad for the
on $750,000. environment and bad value for money. There
are significant opportunities to generate an
Canvas8, Rewiring The Economy estimated revenue of £140 million (by making
more use of these clothes through re-use and
other routes such as upcycling and recycling
which will benefit businesses, consumers and
the environment).
WRAP (Waste and Resources Action Programme),

UK’s lead body on resource efficiency

Points
of View
What the experts think

Alex Hole
UK Director Amazon Media Group
Holistic and seamless

shopping experiences
to engage consumers
B
Amazon’s seamless
shopping experiences
from any device:
A. Tablet app
B. Smartphone app
C. Kindle e-reader
D. Shopping app for
Apple watch

There’s a lot of discussion and data globally Customers don’t have a ‘device’ strategy –
about how consumer use of mobile devices they have a shopping strategy. They use
is changing the overall shopping experience. devices interchangeably throughout the day,
And whilst change is inevitable, at Amazon, according to what’s most convenient for them
we also like to look at things that will stay the at the time. We encourage marketers to think
same. For example, our customers will always the same way – to create holistic experiences
want lower prices, greater selection and more and campaigns rather than device-specific
convenience (whether they’re on a PC, mobile programmes. We’ve seen that campaigns
or tablet). So we continuously innovate along spanning more than one screen perform an
those dimensions – and that’s also true for the average of 18 percent better for advertisers
advertising experiences we create. than campaigns running on PC only. But it’s
still early. We’re big believers in testing and
We also believe invention often comes in the learning, and are excited to see advertisers
form of simplification. Customers reward great extending their campaigns across our
experiences, and the best experiences can be platform. The more cross-screen campaigns
really simple. With customer experience at we do, the more we all learn about how we can
the centre of our strategy, we see mobiles (or most effectively execute these programmes to
any device) as an entry point to Amazon. And find optimal customer/advertiser experiences.
once customers are here, we need to provide
them with great and seamless shopping One example of a lesson we learned can be
experiences. For mobile, our goal is to give seen in the release of our e-commerce ads for
customers the ability to go from ‘I need that’ mobile campaigns. We have had great success
to ‘I bought that’ in under 30 seconds. with these ads on PC, and began testing
them on mobile. We integrated familiar,
Our customers love shopping on a mobile relevant Amazon shopping features – such
device. So much so that nearly 60 percent as ‘Customer Ratings and Reviews’ or ‘Add to
of Amazon.com customers shopped using Basket’, ‘Add to Wish List’, or ‘Subscribe and
a mobile device this past holiday, and total Save’ buttons – right into display advertising
holiday sales from the Amazon app for units, making it simple for customers to
smartphones doubled in 2014 in the U.S. Done engage with and purchase advertisers’
well, mobile allows customers to purchase at products on Amazon. We now offer these ads
the exact moment of desire, wherever they at scale on our owned and operated mobile
are. And we see customers buying the whole and PC properties as well as across the web
variety of what Amazon has on mobile. We’ve via Amazon Advertising Platform. And the
sold engagement rings, bicycles, razor blades results from consumers interacting with these
and apparel via mobile devices. units persist across devices. So, if you add a
product to your Amazon basket or set up a
Within that, there’s a big opportunity to ‘Subscribe and Save’ order from an ad you see
connect advertisers with customers, on on your computer, it’s still there when you
mobile, in the right ways. At Amazon Media go to complete the purchase later on your
Group we’re working to build something we mobile. We typically see these units perform
feel is truly compelling for both customers 20 to 30 percent better across key metrics
and advertisers on mobile. compared to standard ad units, showing that D
when you obsess over delivering the right
customer experience, both customers and
advertisers truly win.

Finlay Clark
Industry Head Retail Google UK
Instant gratification
is key
A

Google Express,
what consumers want:
A. Same day/overnight
delivery
B. Shop online from local
stores
C. Your shopping at your
door
Omnichannel has become a buzzword in Amazon might even be taking it one step Analysts predict that China’s e-commerce
retail for good reason. New technologies and further, having registered a patent for market will be bigger than the existing
better data bring the long-time dream of a “anticipatory shipping” earlier in the year markets in America, Britain, Japan, Germany
unified cross-channel shopping experience which suggests that the online retailer might and France combined by 2020. Which is no
within reach. take its already efficient supply chain and surprise why an ever-increasing number of
amp it up another notch by boxing and retailers are looking abroad to grow. Research
This is good for consumers, whose preparing for shipment orders that customers that Google did in collaboration with the OC&C
expectations have risen in recent years. Tim haven’t placed yet. Strategy Consultants, shows that cross-border
Berners-Lee, one of the original inventors of online trade for six of the biggest e-commerce
the Internet, has emphatically described the But it’s not just Amazon who are betting on markets is expected to grow fivefold over the
new consumer in town as the new WWW: what the future, 2014 has seen a significant rise next seven years, from US$25bn in 2013 to
we want, when we want it, where we want it. in the trend for retailers investing heavily in US$130bn in 2020.
R&D, with the likes of Tesco, Zappos, Lowe’s,
And increasingly it’s the retailers who are Westfield, Nordstrom and Walmart all having By the end of the decade, retailers are
catering to the needs of this consumer who dedicated innovation labs where a small group expected to see significant volume coming
are leading. Customers demand instant of employees have license to think like a start- from international sales, with many retailers
gratification – they want to ‘think’ and ‘have’ up and prototype early. likely to seek additional pockets in emerging
instantly. That’s why same day delivery and markets with lots of new internet users – as
click+collect are here to stay. John Lewis But maybe we should be looking east they find that existing markets are saturated.
shoppers can order online from among for inspiration on where retail’s heading.
200,000 products for free delivery to their local Alibaba is predicted to become the world’s There’s no doubt that retail is going through a
store or one of the 218 Waitrose branches. largest retail platform in 2015, bigger than huge period of disruption and technology is at
Walmart. On ‘Singles Day’ in China – the ‘anti- the heart of the change. The old borders have
The opportunity cost of not having a slick Valentine’s Day’ – Alibaba’s sales exceeded gone, geographical borders are not what they
process to get your products into customers’ US$9.3bn in a day, up 60% YoY and 43% of were and the boundaries between online and
hands is severe – 44% of people abandon their sales came from smartphones. To put that offline are reducing every day. The winners
online carts due to shipping times. figure in context, sales for Cyber Monday, are those who are thinking big, innovating
the United States’ own national day of online fast, acting like disrupters and behaving
The battle for the final mile has some distance shopping madness, totalled a comparatively agnostically across channels to make it easier
left to run. Google Express, a partnership we’re paltry US$1.735bn in 2013. for the customer and, ultimately, giving us
running with a number of American retailers consumers what we want.
offers same day delivery to over 7 million
people across seven US cities – delivering
everything from groceries and alcohol to toys
and apparel.

Mike Lynskey
Retail Industry Market Development Manager Microsoft UK
Retail Evolution Online Fatigue

Retail is an ever changing world and there is The online purchasing process has grown
constant evolution so I absolutely see more increasingly complex with the explosion of
change ahead. We have seen some wonderful, choice. Social networks provide a rich source
innovative advances in digital technology of recommendations and a plethora of price
over the past few years and these promise comparison. Review and voucher sites add
to spark more opportunity. Innovations such to the information overload associated with
as dynamic displays, gesture interaction, a typical online purchase.
augmented reality, biometrics and, more
recently, beacons have all shown how they This explosion in consumer choice is
can add value to the consumer experience. happening despite retailer’s attempts to ring-
I see wearable technology as the next big fence their customers in artificial boundaries
innovation to provide rapid growth and is of assumed brand loyalties.
poised to revolutionise retail, marketing
and the associated markets of both fitness
and healthcare. S hopping is no
longer a linear
New Experiences
In the UK we have a high number of mobile experience
users and with in-store internet access
increasingly provided by retailers to
customers there is a real synthesis of virtual Online fatigue, fuelled by choice and
and physical shopping. Piecing together the information overload, often leads to the
customer journeys is a fundamental driver consumer giving up or choosing the easiest
for differentiation and as important option to hand with an existing account just
in physical stores as it is in the digital to put an end to the painful process itself.
engagement with customers. Time-consuming new customer registration
and the overhead of managing yet more
Many retailers have the ambition of offering online identities are also drivers of fatigue
a truly personalised experience but in order to and abandoned baskets.
deliver this they must have an infrastructure of
connected stores, systems and online assets.
Shopping is no longer a linear experience, Getting Engaged!
but there are now many touch points and At the core of every business is the people.
influence points on the customer journey. Fully engaging the workforce and ensuring
a motivated, knowledgeable and involved
Organisations that embrace the ecosystem community is actively supporting the brand
and realise that the power of their network is mission critical. With great advances in
is only amplified through connection to communications, devices and cloud based
others will thrive whilst those that cling to services this gives the capacity to put real
the fictional notion of the ‘walled garden’ knowledge and power in the hands of the
will fall by the wayside as we have seen with sellers, at the right place and right time
so many brands that were once thought of – in real time. Today’s powerful business
as permanent features in our high streets. productivity tools are better suited than
There are no organisational islands in the ever before to enable the seamless shopping
digital world. Your competitor and all their experience whilst gaining operational
competitors are in your customers pocket efficiencies by generating relevant,
as they contemplate a choice in your world. deeper insights across the business.
Microsoft’s own vision is a reflection of this
synthesis of digital and physical wrapped
around our core values and focused on
the delivery of high value experiences
to our customers.

Anita Caras
Head of Global Consumer Insights and Advertising Partnerships Microsoft
Personalisation and the

blending of physical and
digital experiences
n The Consumer Decision The second theme is ‘the increasing desire for The Microsoft core team pitched ideas on
Journey: Retail, study personalisation’. Fifty years ago, consumers how to create something spectacular to
conducted by the were able to go to their local green grocer, embody this year’s screen story of the unique
Microsoft Advertising butchers, pharmacy and department stores relationship between a child and a toy. Their
Consumer Insights and were ‘known’: sales associates would call goal was simple: to give people goose bumps.
team, two major themes them by name, inquire about their children, They wanted to make the magic of make-
emerged: the first is provide personalised assistance and even believe tangible, so it had to be ground-
‘the blurring of the digital with the physical follow up with thank-you notes after their breaking. In this instance, they wanted to
retail environment’. While many retailers customers had left the store. Today, only the take the core idea of the John Lewis advert
still separate brick and mortar from online most high-end apparel shopping services – toys coming alive – from the screen to the
retail channels, consumers see the two as offer anything close to a personalised British high street and make it real. The long
connected, and they expect to feel that experience, and even then, any pre-shopping process of trial and error began with scanning
connection throughout their decision journey. that occurs online isn’t carried through to a real toy with Kinect technology, mapping
By taking the showroom beyond the walls the retail environment. it to create a surface representation (mesh),
of the physical store by making functional then adding in texture and colour. The team
information and more emotional experiences But now arguably, retailers have more tools then brought in a photogrammetry expert
accessible on the go you can win the hearts at their disposal than ever before to improve who created perfect 3D images for the team
and minds of the consumer and not lose upon even our grandmothers’ hyper local to work with. This is not so dissimilar to how
them in the hand-off from digital to physical and deeply personalised retail experiences. bullet time was created in The Matrix films
worlds. This taps into one of Microsoft’s Digital As an industry, we need to move beyond and we used a comparable camera array to
Trends named ‘Enhancing The Real’ – in fact basic targeting, tracking and demographic capture a 3D object in space.
Millennials place more on value experiences segmentation to drive deeper, permissioned
over possessions and hence focusing on engagement with consumers, where we The beauty of Monty’s Magical Toy Machine
enjoyment, bringing a sense of the theatrical deliver valuable and personal experiences is that children can bring their favourite toys
to the store could drive further interest in and out of the store (tapping into another in store where they will be scanned using
and loyalty. of Microsoft’s Digital Trends ‘Value Me’). innovative photogrammetry technology,
An example of these insights in action is in before appearing on screen as a moving, life-
our Christmas campaign work with the UK like 3D image. This interactive digital replica
W
e need to move retailer John Lewis. John Lewis is famous for then magically dances for the child, creating
its compelling Christmas ad campaigns. Who a truly memorable retail experience and the
beyond basic could forget the Snowman’s epic journey two perfect opportunity for a selfie!
years ago, or the boy who couldn’t wait for
targeting, tracking Christmas to give his parents a gift? This media first campaign perfectly supported
the latest John Lewis Christmas advert,
and demographic With our latest venture, Microsoft’s creative Monty’s Christmas, which reminds us of the
technologists, worked with John Lewis and magic of Christmas through a child’s eyes! The
segmentation their media/creative agencies to create outcome is a blend of the digital and physical,
Monty’s Magical Toy Machine, a breakthrough, capturing the consumers’ imagination
immersive in-shop experience in the John and creating a highly personalised and
Lewis flagship store on Oxford Street in customised journey which consumers crave.
London, bringing the iconic John Lewis
Christmas campaign to life by enabling toys
to come alive using a Kinect 2-enabled
3D interactive.

Bryan Where: It is already becoming clear that
shoppers are radically changing the way
How: The turbulence in the retail sector is
causing retailers (and suppliers) to reassess
Roberts
that they shop, which is already creating how to sell to shoppers. The ongoing
destabilisation within retailers and channels. emergence of mobile as a selling and
Urbanisation is a massive trend that has seen marketing platform is still in its infancy and
huge innovation in urban store concepts and we envisage huge levels of development
Retail Insights Director Kantar Retail, EMEA e-commerce development. E-commerce itself, over the next five years as information, data,
while already a significant channel in the UK, instore navigation, shopper activation and
will develop rapidly across the rest of Europe. payment all converge into the palm of a
Within e-commerce, the growth of Amazon shopper’s hand. As evidenced by news in the
it is worth to mention. It will enter new UK supermarket industry in 2014, the issue of
geographies, expand into new categories and promotional overreliance is a significant one.
The future of relentlessly innovate to capture a much bigger Retailers that rely on promotional money for
share of European FMCG. profitability are generally doing their shoppers
European FMCG a disservice and suppliers buying market
The discount channel is another that will share are not necessarily creating sustainable
retailing continue to gain in importance. Despite advantage either. Will the industry be able to
reaching near saturation point in some wean itself off the promotional drug by 2020?
The key trends that are set to reshape markets, the growth of discount remains We will see. Finally, and this is something
consumers, shoppers, retailers and channels exponential in other countries and it is no that both retailers and suppliers are grappling
in the region can be bucketed into three surprise to see a growing number of suppliers with, the conundrum of effectively selling
questions: Who, Where and How? proactively formulate strategies to win with to shoppers in smaller stores is becoming
discount customers. Finally, these headwinds a real issue as the ongoing decline of the
Who: For consumer/shopper the main impacts are creating a phenomenon we refer to as hypermarket is counterbalanced by the
will be delivered by the ongoing polarisations customer growth divergence: big customers growth in convenience retailing.
between the haves and have-nots, the are no longer growth customers, and growth is
ageing of the population and the growth of often being delivered by smaller retailers with
religious diversity. All of these are impacting idiosyncratic business models. Simply put,
which products are bought and how they are growth is coming from uncomfortable places.
purchased: we’ve seen supermarkets react
to these trends through the development
of economy private label and the launch rowth is often
G
of discount concepts, the development
of store features for older shoppers, the being delivered by
implementation of seasonal campaigns for
Ramadan and Diwali and the development of smaller retailers
World Foods capabilities.
with idiosyncratic
business models

Bernardo Cordero
Country Manager Linio Mexico
Alternative paying solutions

and personal contact for
e-commerce success
E-commerce, as it has in other countries, is
transforming the way people shop in Mexico.
In each country people shop for different
types of products, different brands and at
We believe the
This can be seen clearly in the numbers:
the e-commerce has grown over 40% in the
different price points. Payments is another
challenge as – culturally in Mexico – we are
reluctance to
country in each of the last couple of years. At
Linio we see ourselves as the leaders who are
more careful to use credit cards online, so at
Linio we had to develop alternative payment
use credit cards
shaping the industry in Mexico, so we want
to provide mechanisms for our customers to
methods which allow our customers to pay
at offline establishments or to the delivery
online will quickly
have unique experiences while purchasing the
products they are looking for.
person when receiving the package. Another
big cultural difference we found is that in
change as more
In terms of the basic ecosystem in Mexico,
Mexico we tend to respond more to personal
contact, so we have relied more heavily
shoppers become
online shopping will continue to develop
together with more banking penetration, a
on a large customer service and telesales
team instead of a complete online hands-off
accustomed
growth in online connectivity and optimised
logistics. For those online, shopping will
solution. to purchasing
continue to evolve to be more mobile and
more social. Today we already receive more
We believe the reluctance to use credit cards
online will quickly change as more shoppers
online
than 30% of our customers via mobile and it become accustomed to purchasing online
will be more than 60% in the coming months. and as the large online retailers such as Linio
continue to gain the trust of shoppers. We
Furthermore, the biggest changes over the will continue to offer alternative payment
next few years will come from the use of methods in order to bring online shopping to
information to enhance customers shopping everyone in Latin America.
experience. Today physical stores and most
online stores offer one purchase experience In the countries where we operate shopping
for their customers, but as we continue to has been the same for several decades. We are
understand how people prefer to shop, we will transforming the industry and creating the
no longer think in just one experience and benefits of online shopping to Latin America.
service but rather a personalised one. We can’t know for sure where technology will
lead us in the coming years, but what we do
When we launched Linio in Mexico, know is that Linio will be leading the industry
e-commerce was not a new idea, but the as we continue to break barriers.
way people shop was clearly different. We
now see these differences even across the
different Latin American countries where we
are present.

Eric Fergusson
Head of Retail Services, OrderDynamics
Those who make

revolution half way only
dig their own graves
Saint-Juste comment of the quietly forgotten (outside of France) Parisian revolution of 1871.
Whilst so far less bloody than the bloody week 3. More purchase channels. First it was stores, Retailers must unpick the opportunities
in Paris of May 1871, the revolution in retail then catalogues, then field agents, then that hide between systems, channels
has been running for much longer and has call centres, then television, then websites, and departments. We call this the ‘ghost
seen a good number of casualties along the then tablets and now mobiles (or was it economy’, the lost revenue and profit hidden
way. However, we are unlikely to see a steady the other way around?). Crucially, retailers from every day reports. These opportunities
and stable new regime, and that change will recognise that they can no longer treat will grow in aggregate, but be harder to find as
continue at increasing pace making those these in isolation – it’s too costly in the world gets more diverse. However, we have
who continue to innovate and invest be the terms of separate stock pools and poor perhaps begun to see leaders, such as Neiman
best placed to pull through. Notably, we customer experience. Marcus, Brook Brothers and Victoria Secret
are in an era where the customer is in the look to uncover the following:
ascendancy, from passive participant to 4. More technology choices. A website was
active and authoritative leader. We have seen once little more than a database of content 1. Where have I lost a sale because there is
the emergence of the following, which will married to a checkout. Now you might need no stock in that locale/store, but where it
only increase in their importance – as they video, ratings, recommendations, reviews, could have been fulfilled from other stock?
become standardised customer expectations: fitting guides, basket abandonment,
360-degree imagery, online chat, fraud 2. Where am I spending paid search terms
1. More delivery methods. It’s not just check, enhanced content, address on products that have low or partial
a debate as to whether you offer free checker to name but a small number of availability, and consequently are less
delivery on 3-5 day service for orders over options. Where do you best prioritise your likely to sell?
£50. It is a much more sophisticated and investment? What are you trying to solve?
challenging scenario including (and no Can you future proof, and if so, how? 3. Where have I a loyal, female customer
doubt more) next day, Sunday, Saturday, who shops for her husband’s birthday
3-5 days, named day, 30 minute time When you add international opportunities, on an annual basis who buys two weeks
window, 1 hour delivery within M25, etc. these pressures drive only one outcome: the in advance and requires a targeted
coupled with a shift of delivery from home requirement to serve customers better, with promotion?
address to work address. All of which a more relevant and personalised offer. To
need to be married to appropriate picking succeed, retailers not only require the right It will be this ability to champion data to
priorities and stock pools. answer to the above topics, but the ability to target customers at a single unit, to identify
answer the ever evolving list of big topics. This the lost opportunities across the business that
2. More product choice and the ability to is required to ensure a retailer can profitably will ultimately drive the victories of the future.
customise your product. Customers not serve each and every customer in the best I would like to end with another of Saint-
only expect full availability, but they possible way. This leads us to the Place de Just’s sayings: “it is time we laboured for the
expect more choice; be it style, colour, la Bastille of our time, or Big Data. happiness of our people”, for whether we like it
size or fundamental product and, in many or not, the tide has turned
instances, the opportunity to personalise.
The emergence of Amazon and drop-ship
partners facilitates the supply, but it does
not make the sale and merchandising task
any simpler.

Mauricio Oppenheimer
General Manager Punta Carretas Shopping, Uruguay
Technology as a great business opportunity

It is more and more evident that retail Although we are witnessing a multiplication For managers running a shopping mall, it is
companies are incorporating new of sales channels, it doesn’t mean that some very important to understand that their role
technologies to analyse and improve their will completely replace the others. On the is not just related to sales and stores but also
context. Some, for example, are placing contrary, they will coexist in combination to the shopping mall as a media channel.
devices in store windows in order to track and simultaneously. Purchasing in a physical Five years ago advertising in malls was mainly
the flow of people passing in front of a shop. store is more about the sensorial experience traditional billboards and posters. Today
This technology allows to measure variables and the gratification of instant buying. Digital most of them are digital, allowing activation,
such as the conversion rate between flow and shopping is motivated by other factors such movement and colour, generating a new
people entering the store and between people as the simplicity of browsing the web, quick and more attractive impact on consumers.
who entered the store and the number of and easy payments, and the availability of The digital revolution is forcing retailers
purchases. It can also help to understand why detailed information about each product. to reinvent ourselves as advertisers and
some people didn’t buy. This type of software People will keep going to shopping malls media channels.
provides retailers with a more effective and e-commerce will keep growing but what
business information management. changes in the shopping experience is now Micro-segmentation is another trend affecting
related to the context and product involved. the shopping mall context. Some years ago
Today, thanks to mobile apps and social they were ‘generic’ big stores targeted to a
media, retailers can build a one-to-one wide socioeconomic and age demographic,
relationship with customers. This requires T he key is to apply aiming to attract as many customers as
looking beyond the massive segment they could. But as consumers become more
and designing personalised strategies. creativity and sophisticated and demanding, the personality
Technology offers the tools needed to achieve of shopping malls gains relevance. Now they
this personal approach, opening direct adaptability to have to differentiate themselves, targeting a
communication channels with audiences. The specific socioeconomic level, family role or
result is not only valuable information for the technology shopping profile. It became a must to develop
market but also a great business opportunity. an attractive and unique identity. If previously
it was enough being just a shopping mall,
Consumer’s shopping habits are being Mobile can be integrated to shopping in two today we have to incorporate content
transformed, they are always adopting and different ways: directly in the purchase action and personalisation.
developing new ways of purchasing. The or in the whole shopping experience through
omnichannel consumer is forcing retailers to apps. Generally, shopping apps are created as When customers visit a shopping mall they
be present in different channels in a dynamic an attempt to help customers in the shopping are now expecting to be surprised and
and complementary way. They are expected journey. As a way of simplifying and saving encounter some novelty. Consumers today
to adapt to new consumption habits. We could time, Punta Carretas Shopping created a have higher expectations than ever before
say that e-commerce, for example, is the geolocation app for customers to quickly find and retail experiences have become all about
modern version of sales catalogues becoming the closest entry in the mall and free parking the detail.
more active, attractive and dynamic. spaces. The key is to apply creativity and
adaptability to technology in order to create
and take advantage of opportunities.

Gustavo The main challenge retailers are facing today
is the need to adapt to new consumers habits
When we think about the global or local trends
that are affecting the retail environment –
Sambucetti
which are being triggered by three elements. in particularly supermarkets – we have to
The first one is ‘the re-evaluation of time’, mention ‘proximity shopping’, with consumers
consumers are increasingly having less and opting for smaller spaces. Many supermarkets
less time available or they decide to invest have been transforming their format mix
E-commerce Subdirector Walmart Argentina it on activities related to gratification and prioritising small stores located in busy areas
pleasure. The second is the ‘asymmetry of over larger one. Another relevant trend is the
information about products’, meaning that ‘omnichannel experience’ in which shoppers
consumers know more about certain products are immersed today, integrating physical
than the seller or producer itself. Finally, stores, website and mobile in the same
‘the expectation of personalisation’ from shopping experience. The division between
Time, information consumers who, especially in services, are the online and offline world is a challenge that
demanding customised shopping offers. exists only from the business perspective –
and personalisation: the consumer interacts with a brand and not
At the same time, there are important with a channel in particular. ASDA (Walmart’s
the challenges of changes going on in the commercialisation supermarket in England) is an example of
channels. Brands that are usually retailer’s omnichannel experiences combining different
the new consumer suppliers are adding new channels to formats: physical stores, online channels
commercialise their products in a direct and apps for price comparison and purchase.
behaviour method, mainly through e-commerce and The last trend would be the use of ‘business
marketplaces. Amazon, Walmart in US or intelligence technology’ to deliver personalised
Brazil and MercadoLibre in Latin America are offers based on the shopper’s shipping history,
examples of new ways of commercialisation preferences and previous purchases.
(marketplaces), offering providers not only
the access to millions of consumers but also All these global trends can impact in different
additional services such as online payment, ways depending on the market or country
logistic and marketing. For the consumers, in which they take place. In Argentina and
these platforms enable the access to a variety most of Latina American countries, these
and unlimited amount of products. Given phenomena coexist with the growth and
all these new conditions, retailers are facing expansion of informal channels. This, forces
the challenge to redefine their value both for retailers to look for an inclusive proposal
customers and suppliers. combining worthy shopping experiences with
low operation costs in order to be competitive
and attractive for the base of the pyramid.
Technology also plays a fundamental role,
since penetration of internet and mobile
connections are high and in constant growth
in Latin America.

Rabih Soueidi
Research and Modelling Director Mindshare MENA
How replaceable
is your brand?
s consumers, we all However, our intentions are frequently not If marketers and advertisers do not invest the
know how confusing borne out in practice. Our research shows time and effort to gear the shopper decision-
supermarket shelves are that on average across all categories over making processes in favour of their brand, and
these days. Today’s retail one third of MENA consumers (35%) actually they do not provide any stimulus to trigger
environment is rapidly buy a completely different brand as a direct purchase, then the message from consumers
changing. The complexity result of tempting offers and promotions, is loud and clear: we’ll buy something else.
of choosing a brand, new variants or flavours, or some other kind
when bombarded by products, is making it far of in-store activation or sampling. And there
tougher to achieve impact on-shelf. are some categories where this is particularly ne out of three
O
prevalent – salty snacks for example. In the
On average, shoppers only spend between UAE and Lebanon, up to 30% of shoppers consumers do
five seconds and two minutes choosing switch brands due to promotion. In Kuwait
products, and this varies by category. When and Tunisia fruit juice is similarly dynamic, profess loyalty
standing 60 centimetres away from a typical 25% of shoppers switch when faced with new
shelf layout multiple emotional and physical variants or flavours.
factors come into play. Our research shows Bear in mind that today’s consumer is far
that for some products the selection of brands Distribution should also be a major worry for better informed, has much wider choice, has
is based on heuristic choice (i.e. shoppers brand owners. A fifth of eventual purchases higher expectations, is less trusting and is
choose the same brand through force of are driven by the original brand simply being far more prepared to take control. The wise
habit, while in other categories more complex unavailable on shelf or out of stock (the marketer takes these factors on board and
psychological processes are triggered). For figures range between 18% in Tunisia to 23% actively plans not only to win the battle for
example, heuristics is common in a category in Saudi). hearts and minds but also to compete fiercely
like instant coffee. Most consumers choose for the last 60 centimetres of the journey.
their usual brand with scarcely a second On a more positive note, one out of three
Source ‘OOHA Shoppers’ is a shopper marketing focused
glance at the shelf and the total time taken consumers do profess loyalty. They claim study conducted in 6 markets in the MENA region to
on the decision is unlikely to exceed a few they would not exchange their brand for understand the variance in behaviour across different
seconds. But for a more involving category, an alternative – even if their first choice categories and markets.
like chocolate, majority of people tend to ‘try’ is unavailable. This proportion varies
something new (such as new flavours), and significantly depending on the category. 60%
this evidently involves decisions and time. of people in Saudi, Kuwait and UAE always
buy the same brand of instant coffee, and
The findings show that almost half of all a similar share buy shaving and grooming
shoppers plan what products they will buy, products in Lebanon, Tunisia and Jordan. But
the percentage varying between markets. for categories where product differentiation is
For instance, it is around 40% in Jordan and typically a struggle, such as tissues and milk,
Tunisia but 60% in Saudi and UAE. Moreover, loyalty falls to 10% and 16%, respectively.
there are enormous differences in the type of
category people plan to buy. While personal In short, too many brands are easily replaced
care products are usually well-planned (i.e. by an alternative. In general, people are easily
shampoo, soaps, etc.), biscuits are bought persuaded to switch due to impulse behaviour
on impulse (more than 60% of us will buy and as a result of promotion at point of sale.
them on the spur of the moment – across
all markets).

Pedro Casquinha
Group Chief Marketing Officer Al Yasra Group, Middle East
Shifting towards augmented

offers and the challenges of
disruptive experiences
How do you see shopping in the next Therefore, we anticipate for the coming years
5 years? How is it going to evolve? the full bloom of the native digital shoppers,
Do you foresee any radical changes? equipped with purchasing means and
information, the low tolerance towards those
PC: Shopping is, and will remain in the coming retailers that frustrate the ‘nowness’ desire
years, one of the most important pillars of of shoppers as well as a preference towards
consumer self-expression and creativity. concepts that socially stand for something
However, posing to all the market ‘actors’ beyond products. A harder, but certainly more
much higher demands as far as engagement exciting call for everyone.
is concerned, the offering of trendy, secular
or well-located concepts will actually no What are your observations with regards to
longer be requisites that ensure success. The cultural differences in the way people shop
thought derives from a new shopping reality, in your country/region or at a global level?
much more judgment-oriented as opposed
to process-focused, whereby customer is PC: Shopping in the Gulf region is a social,
in a greater state of uncertainty and harder highly appreciated habit, not a chore or a
decision making. Digital tools available to necessity. We do not expect any changes to
compare and contrast as well as the power this behaviour, but rather a better prepared
of influencers trigger the need to constantly shopper that builds on information availability
be abreast of the ‘hypest’ and latest. We and informal social networking. The rising
see future trends in shopping increasingly power of the Arab woman consumer is an
shifting to an augmented offer from product unstoppable shaping force: as they balance
to experience and personalised service and their adherence to tradition with a desire for
advice regardless of the category you are modernity, they’re creating a multibillion
in. Customer journeys become much longer dollar market opportunity for companies that
starting in the screen of your smartphone, can reach them once they understand their
checking community tips about that item or needs and desires, the vital role of family and
brand and following the profile of those who children (‘the best is not enough for the ones
endorse it. All this even before a journey is I love’) and that shopping is a social activity
decided to the physical store. initiated on countless Instagram posts.
ew trends will also come in the form of

N Our consumer in this region is brand savvy,
permanent cherry-picking of locations, discerning and educated, know what she/he
products and items, favouring clearly wants and demands the best, the newest and
those that offer the extra, unique touch of the rarest: eager for the latest trend, obsessed
personalisation (peer pressure and show off by novelty and fetching for uniqueness. The
rule!). Retailers will face new challenges to fashion scene for example is vibrant and
know, entice and engage their customers as – with the world’s most famous brands at
CRM, data mining, social media tracking will hand – many are the ones eager to make their
not be an option, but a pre-requisite to play trendy statement, adding a local flavour to
the game. international trends.

We are also witnessing the rise of a new What are the current shopping trends you The example of OnTime – The Timestylists
generation of creators, designers and see that relate to your business and how being purely regional, addresses a good
entrepreneurs that are taking their heritage you see this evolving? part of the new rules of shopping: customer
and mixing it with a wise look on modernity. engagement, social trendsetting, enduring
These are typically travelled people that PC: When OnTime – a leading fashionable concept, valuable, unique and with a sense
frequently have an international education watches and accessories retail chain in the of exclusivity. All this within an overarching
who, proud of their origins, decided to return region – decided to transform itself into The coherence of language and business rigour.
and make a difference in their homeland Timestylists concept, it became clear that
with new retail concepts. Clearly the notion watches, mostly a statement-making device Any other observations on the shopping
of ‘newness’ is well funded by some of the about style, had to be managed with a much culture?
highest consumer purchasing powers in the greater sense of fashion counselling and
world and the existence of temporary pop-up style personalisation. PC: There are, in our point of view, two final
retail offers looks like a very welcome proposal additional themes that should require the
by the local shopper. Hence this retailer set it out in every store attention of the business stakeholders from
brand visuals, sales staff and touch-points a Gulf region perspective. The first one is
to be the ultimate style advisor, the one that the shorter lifecycle of most brands, who are
Customer journeys knows you well to find the best for you. The either able to show a genuine wish and ability
promise was one of enhancing the ability to ‘localise’ their offering range, push for
become much to find the watch or gift tailor-made to your faster and more abundant ‘new news’ in their
lifestyle with the best personalised selection portfolio and engage local habits through
longer starting in order to take shoppers closer to those local social media, or be ready to become
who sell and select fashion. The Timestylists futile in shoppers’ minds.
in the screen of completely revamped the store layout towards
a more contemporary and cool boutique Secondly, the role of the store itself which
your smartphone, concept, empowered and heavily trained could dangerously move down the value chain
the staff, making them Senior and Junior ladder from first point of contact to a mere
checking Timestylist’. These are in-store associates point of pick-up. Once again the primary task
(stylista) able to relate and communicate of retailers will have to be one of disrupting
community tips with anyone. They understand, know about customers’ thinking and assumptions about
and can read any fashion/style in the market the business. The way to do it will be to
about that item as soon as the customer enters the store. fundamentally promote the ‘rebirth’ of the
store as an exciting, ever changing destination,
or brand and A proper physical box of tools for these new to create interruption points around and before
jobs was created and so were a number of it and the build-up of the brand atmosphere
following the in-store devices such as an innovative ‘sleeve in the larger area where it is located and
testing tray’: a wooden tray with several sleeve never shy away from more frequent and
profile of those samples that allow the customer to try his\her unexpected floor set changes. That will be
watch wearing different shirts and coats. This the tactical answer to the new challenges
who endorse it became a simple but unexpected ritual that in the shopping business.
can help the store experience to last longer
and become more memorable.

Nicholas More than half of smartphone searchers
(55%) visit a business to purchase in store —
Currently, we have thousands of upcoming,
innovative brands looking for short term retail
Russell
according to ThinkMobile with Google — and space. They move quickly, have solid social
now we even see ‘showrooming’ whereby the media followings, and use pop-up retail to
physical store drives online sales. So physical experiment and iterate new ideas or products,
stores are still important, and becoming like the ‘lean start-up’ methodology for tech
CEO We Are Pop Up increasingly so, as retailers look for a way products. On We Are Pop Up, 30% of shops
to engage with their customers and create booked launched within 48 hours over the
meaningful, memorable experiences. To Christmas period in Q1 2014. Less than two
do this, there’s a whole new generation of days from finding a space on We Are Pop Up
innovations at retailers’ disposal, to help to opening a shop. That’s exciting. And with
set them apart from the crowd and retain/ growth in the pop-up sector forecast to be 2.5
Experience is the new attract customers. times the UK retail average (147% higher over
the period Q2 2014 to Q2 2015) a significantly
currency growing proportion of the UK retail industry
T he collaborations is looking to short term retail as a solution to
Since online retail began twenty years ago this change in customer expectations (Vision
– what started as a way to sell standardised are amazing Critical, Cebr analysis, 2013).
products such as books — is now a
global and dominant force backed up by – there are no ShopShare really changed things. We as a
sophisticated distribution networks and company (and probably as a country) spent
fulfilment infrastructure. This, coupled with barriers and a few a lot of time focused on the vacant shop,
digital means of production and computer problem that we often forgot that it is more
automation, are fundamentally changing the boundaries important to keep shops healthy. If the
way we buy and sell things. What we now do vacancy rate is 13%, that means 87% of the
in our digital world has a profound effect on shops are alive and trading. We Are Pop Up
what we do in our real world. In the same way Offline retail can now be tracked and does more than applaud the fact they’re not
that the music industry saw free downloads, measured in the same way as online — where dead. We ensure they can grow and thrive.
file sharing and paid streaming breaking up online customer journeys and experience is
the industry rules and then paving the way captured in the browser then measured and ShopShare has enabled hundreds of retailers,
for a much more varied and diverse landscape analysed, there are real world equivalents boutiques, restaurants, galleries — basically
(which now spans X Factor entertainment that enable retailers to track from social anyone with a high street space — to share
to solo careers launched by Kickstarter media through to in-store purchases and even space. The collaborations are amazing — there
campaigns), we are seeing an exciting behaviour within a physical store. Swarm, are no barriers and few boundaries. Coffee
disruption within the retail sector. Beacons and a whole new generation of shops in hair salons. Engagement parties in
tracking technology is enhancing in-store coffee shops. Bikini shops in travel agencies.
Customer experiences are changing and, as customer experience and also data on their Ice cream shops in flower stores. Bridal stores
a result, so are customer expectations and behaviour. Retailers can use these insights in a homewares shop. Street food in art
the responses retailers must bring to retain like never before to optimise store layouts, galleries. Pubs in print shops. Art exhibitions
and attract their audience. Innovations have location, marketing and product range, even in pubs.
set the bar high for customers’ expectations. down to where a product is placed on a shelf.
Where previously, receiving an online The pop-up trend is changing not only
purchase was exceptional, now customers’ the way retailers do business, but also the
expect it same-hour delivery so retailers Every retailer in the personality, pace and vibrancy of the high
need to stand out from the crowd and offer street. In five years, spaces will be created
exceptional customer service. UK is a ShopShare purely for micro-department stores, curated
from a fast-paced mix of products, services
Online tools like We Are Pop Up also enables and experiences in real time.
retail innovations like never before. Shops
can use ShopShare to rent out a part of their
store — from a rail or window display to an
entire floor — creating exciting new brand
collaborations and retail experiences, using
pop-ups as ‘content’ for their shops. At the
same time, it also gives smaller and emerging
brands the chance to test concepts in the
market and be stocked in an existing shop
with an established customer base without
committing to rent an entire shop.

Charlie Fermor
Director Perry Court Farm
Apple crisps and the

wonders of online shopping
How do you see shopping in the next five What are the current Shopping trends that I n the same way, internet shopping has
years? How is it going to evolve? Do you relates to your business, and how you see become a key growth area for us. Fresh fruit
foresee any radical changes? this evolving? and vegetables are difficult to ship without
being damaged, the juices and crisps are
CF: The UK is ahead of most countries on CF: We at Perry Court Farm, in Kent, have relatively easy as they do not require any
Internet shopping, but recent pre-Christmas been growing fruit and vegetables for four special attention, such as refrigeration or a
squeeze on logistics show how fast it’s generations. Apples, pears, strawberries, speedy delivery. It makes them cheaper to
growing. Food isn’t quite as big on the plums, cherries and raspberries are just a move and therefore cheaper and more popular
internet, mainly due to the delivery issues few of the 150 plus fruits and vegetables we to buy from further afield.
(freshness, damage) and customer decision- currently grow. Since the start we have been
making on what they want to eat (picking the selling fruit on a wholesale basis to local shops More people are shopping food online as it
best quality, favourite brand, discounts, etc.) and direct to the customer on a local level can often be cheaper or more convenient than
being pretty immediate and short term, hence through farm shops and farmer’s markets. using regular shops and they are frequently
why there are so many convenience stores More recently we began making specialised more likely to find what they are looking for
and supermarkets. Conversely specialist products such as fruit juice and air dried fruit on the internet. The consumer can buy from
ingredients are popular online and faster crisps. These products are fairly unique, both us directly online, which is good for us as
transport (Amazon Prime, or even same day in Kent and worldwide, in terms of quality and there is no middle man to take a margin, and
scooter delivery) may mean food shopping innovation. They have given us widespread good for the consumer as they not only get
can be delivered within hours instead of days. recognition and a reputation for unrivaled a better deal but customer service from the
Many food stores will now offer free local quality. actual manufacturer instead of a store that
delivery above a certain amount. might know little about one of the thousand
By taking a low cost perishable item like an other products it sells.
What are your observations with regards to apple, and turning it into something with
cultural differences in the way people shop higher value and longer shelf life it has hugely No one knows a product better than the
in your country/region or at a global level? widened the market for us. Previously for us it person who has lovingly and proudly made
would have been unheard of to fly a shipment it themselves and this is often the best way
CF: There is the perception that farm shops of apples to the Middle East, however by of selling it. Traditionally it has been done by
are too expensive so this is often off-putting. making them into apple crisps, one of our artisan producers to a small local audience.
There seems to be an assumption that only more popular products, we have added shelf Now, the internet and social media has given
the middle class shop there, but in reality it’s life and value whilst removing parts of the us a portal to reach to customers directly
really an even spread, food lovers seem to be apple that are not needed by the customer. on a scale far greater than we could without
found in all classes and cultures – from the it. We could theoretically market to anyone
farmers markets to the farm shop and online with a computer and find those that would be
store, there is no major differences. interested in our product whether they
are next door or on the other side of the world.
Which is why you could see apple crisps in
the desert, as well as in Kent where they
are grown.

Marco service to indicate the nearest points of sale
where to redeem a discount). Above-average
Quartucci
concentration of mobile subscriptions in Italy
(158% vs 139% EU average) has surely helped
this trend explode in the last year.
Business Planning Mindshare Italy More often digital owned properties are used
to push activities directly at the points of
sale. A bright example is the unconventional
activity of clothing brand Gas, that
communicated its 30th anniversary through
an integrated campaign that leveraged points
Between offline of sale, e-commerce platforms, digital ADV
and press. Here consumers, pushed by a
and online countdown, had to prepare to grab a garment
faster than all the other participants on the
Since online retail began twenty years ago e-commerce site in only 30 seconds. Points of
shopping experiences for consumers in sale were available to try garments in order to
Italy are moving towards a fluid integration choose the right size and when the moment
between offline and online: now the path to came, only the fastest could have the clothes
purchase begins and ends on both platforms put in the cart delivered for free.
and many retailers and shopping businesses
are moving in this direction. One of the first
businesses to understand this trend has been F lexibility and
Esselunga – one of the top Italian retailers
and large-scale distributor – with its home functionality
delivery service. Chronodrive, a French brand
launched in Italy a year ago, that allows you seem to be the
to shop online and pick-up by car, with the
possibility to request the service through an way forward
app. Esselunga also launched the initiative
of customisable discounts: the consumer
has the possibility, through Esselunga digital An emerging trend on young adults is
platforms, to apply a selected range of the usage of groups on Facebook as
discounts on products of his own choice. Coop, markets to barter second-hand products
a competitor, has given the same possibility like smartphones, video games, fashion
directly in its points of sale. accessories, DVD’s and so on. In these times
of economic crisis, a strong insight is reflected
Flexibility and functionality seem to be the from the leverage through the use of Facebook
the way forward, and mobile devices reflect app Shopify by local markets.
these qualities. In fact mobile, beyond its
contribution to the explosion of e-commerce As for points of sale, Italy has always been
platforms in Italy, is the main protagonist a country made of small boutiques and
of cross-media experiments in the shopping little shops. However, in the recent years the
experience, like billboards with QR codes tendency to aggregate different kinds of
(often to download a coupon directly on the products and services of a single category
smartphone), interactive out-of-home and in a unique point of sale in order to provide
geolocalised ADV (a recent example is the the best experience to consumers is rapidly
Cafè-Zero case study that exploited Waze increasing. Eataly, for example, allows
consumers to try out different experiences
within the world of food, with the possibility
to virtually visit the mall or to book a food or
wine tasting with experts.

Scout
Reports

Scout
Reports Montreal
Toronto
New York
The Scout Network is a group of individuals Los Angeles

living in key cities all over the world, whose
lives are immersed in the latest consumer Miami
trends, technology and brands.
Mexico
For this dossier, the scouts – recruited through
the Future Foundation – have contributed with
their observations and have identified the most Bogota
cutting edge and emerging manifestations in
the shopping world.
Global Trends Cultural Dynamics
Consumer Trends Shopping Dynamics
Me Nation ● Custom Made
Rio de Janeiro
Maximising Moments ● Buying Sensations
Power Play ● Play to Gain
Visualisation ● Shop at First Sight Buenos Aires
Seeking Authenticity ● Pure Shopping
Simplification ● Smarket
Snacking ● Shop & Go
New Networking ● Social Shopping
National Celebration ● Made in…
New World Order ● Disruptive Retail

Stockholm
Moscow
London Berlin
Paris
Milan
Barcelona Istanbul
Tokyo
Shanghai
Dubai
Abu Dhabi Hong Kong
Mumbai
Lagos
Singapore
Cape Town
Sydney

Scout City Region
Lauren Uppink Cape Town Africa
One Stop
Mall
South Africa’s retail market is dominated by
shopping malls and clusters of retail stores
that provide convenience for the consumer.
The high street model is not one that is seen There are many pop-up shops and a number
here often and shopping malls provide a of trendy markets, both of which allow local
one stop shop for all the consumers’ needs. designers and online retailers to market
As Cape Town city grows, more and more and sell their products in a more visible and
shopping centres have sprung up in previously affordable way. Another popular innovation
disadvantaged areas where in the past, is the use of sample boxes. New companies
families would only have access to small spaza have been developed which allow consumers
shops – informal convenience stores, usually to purchase monthly sample boxes that are
run from home – providing the very basics delivered to your door and include a curated
in groceries. selection of samples of specific products.
Department stores and chain retailers like

Woolworths still have the upper hand in terms T he high street
of portion of the market share and those that
have their own online stores are really moving model is not one
ahead of others as the growing middle classes
are increasingly picking up on the e-commerce that is seen here
trend. Among higher income earners, there
is definitely a trend towards buying more often and shopping
organic, ethical or locally produced items.
malls provide a
one stop shop for
all the consumers’
needs

Desirable and Trendy
● Buying Sensations ● Disruptive Retail
● Pure Shopping
Woolworths is one of the most successful

chain retailers in South Africa, with many
branches in Cape Town. Their shops sell
clothing, home ware and food. They
provide what many people consider the
most well-liked retail experience in South
B
Africa. Woolworths have diversified their
retail options by making a wide selection of
their products available on the online store
and utilising social media to engage with Artisans Abound
customers. However, their physical store ● Pure Shopping ● Made in…
format remains hugely popular. Woolworths ● Buying Sensations
has become a very desirable brand name

as it represents a higher-end market and is Cape Town has seen a rise in artisan markets
a favoured option for the middle classes. A which take place during the weekend or
recent rebranding has also given Woolworths on weekday evenings and bring together
a more trendy, cutting edge image than it a host of local designers and foodies for a
used to have, making it desirable to a large unique shopping experience. Here shoppers
segment of Cape Town’s population. can engage one on one with designers, find
D
one-of-a-kind purchases and support locally
produced goods. Bay Harbour Market runs
over weekends and leverages the market-
style atmosphere to attract shoppers. Simplification
The combination of food stalls and live ● Smarket
entertainment makes shopping an experience
rather than just a regular chore. A lot of SnapScan is a new smartphone app that
the products on sale are either vintage or enables consumers to link their credit cards
antiques, clothing, footwear or home décor to their mobile phones and then use the
designed and made locally. phone to pay for things in shops. By scanning
the merchant’s SnapScan code the app will
identify the shop and then allow you to
A
enter the amount you wish to pay. SnapScan
is currently used mostly in the food and
beverage industry. It is making purchasing
far easier and in some way the novelty
Curated Sample Boxes disassociates the consumer from the payment
● Shop & Go ● Social Shopping ● Smarket they are actually making, as they aren’t
● Pure Shopping parting with hard cash. The app is useful as it
allows for increased convenience, especially
A popular new type of online retail has for on-the-go purchases like a coffee on the
emerged which utilises monthly sample way to work. It is yet to be seen in bigger retail
subscriptions to drive customers to their spaces but is very useful for smaller individual
C
online stores. RubyBox is an example of retailers who may not want to make the
this, inviting customers to sign up for a investment in credit card facilities.
subscription service which delivers a monthly
box set to the customer’s door with a curated RubyBox
selection of beauty products. This allows ● Shop & Go ● Play to Gain
people to sample a wide variety of products in
the comfort of their own home and to discuss Pop-up shops allow customers to experience
their findings with the online community. the brand or products on sale in a retail
Shoppers like the novelty and convenience environment, but only over a designated
and quite a few other online retailers in period of time. RubyBox currently has
different product categories have adopted a pop-up store in a popular Cape Town
this format, such as Healthbox, leveraging shopping mall where customers can sign up
the trend towards healthier lifestyles and for the sample box subscriptions or book in a
Wild Organics, which sources high-quality make-over and beauty trial. Consultants are A. HealthBox delivers curated
organic produce. available to discuss the different products. health, fitness and wellness
There are also competitions running which products
B. Artisan markets, a
further enhance the customer’s engagement combination of unique
with the products. Pop-up stores allow more designed products and
entertainment
traditional consumers to become aware of C. RubyBox pop-up stores
newer retail options and introduces and in a popular Cape Town
shopping mall
attracts such consumers to (often online) D. Cashless payments with
brands that are not usually available in their SnapScan mobile app
regular shopping mall.

Scout City Region
Nandul John Dashe Lagos Africa
Contrasting
Scenes
Urbanisation, modernisation and the
influence of Western culture are the
phenomena responsible for most new
shopping trends observed across Lagos.
Until now, the majority of Lagosians Being the economic hub of the country, Lagos
have been used to shop around their own has been ahead of other urban areas in terms
neighbourhoods, buying from local corner- of implementing the policy. The cashless
shops or strolling to open markets, which and m-commerce trends are mainly driven
are usually not very large and not very far by young consumers and many others are
away from their homes. While much of the not sufficiently aware of the convenience
population still continues to do so, more and efficiency of shopping apps and other
people are adopting more modern methods of cashless systems such as the ATM card, which
shopping and instead visit department stores allows people to send and receive money, pay
and supermarket chains. bills and purchase items through ATMs.
Young consumers in Lagos are also picking

up the habit of using electronic and mobile
commerce whilst other demographics still
The Nigerian
have concerns about no longer being able
to physically inspect and view the items
government is
they are buying. The Nigerian government
is actively promoting a cashless economy,
actively promoting
forcing businesses to adjust to these new
technologies faster than they would have
a cashless economy,
done it if was left to market forces. forcing businesses
to adjust to these
new technologies
faster

Home-Based Retail
● Disruptive Retail ● Made in…
Many new retail businesses in Lagos operate

from people’s homes. In this case the
‘marketplace’ comes alive at the homes of the
proprietors once buyers come to visit (usually
friends, family members or neighbours) with
the retail items being displayed in the home
environment. Home-based businesses also
D
offer a wide range of items at a quality and
price level comparable to the street hawkers.
Many people in Lagos are unemployed and
A
start up home-based stores to generate Going Large
income. However, even people that do have ● Smarket
regular jobs often get involved in it to earn
some money on the side. These shops It is becoming increasingly popular in Lagos
Village Markets are usually not officially registered but to shop from large stores and malls, such
● Made in… the government hasn’t implemented any as the Palms Shopping Mall, where you can
regulations to stop them. find almost everything from electronics to
Most traditional open markets in offer mainly groceries, from furniture to clothing and
household goods like beverages, soaps, food accessories. The trend is spreading quickly
ingredients etc., but some larger and more as several department stores and shopping
modern ones tend to have a wider range of malls are springing up in different parts of the
items on offer. A lot of the food items found on city, especially around Ikeja, Victoria Island
display in these markets are produced locally. and Lagos Island – the most highbrow areas
Most of the traditional open markets are of the city. They provide a one-stop shopping
marked by shabbily constructed shacks where solution as almost everything is gathered in
traders display their items for the customers. one place so shoppers can satisfy their needs
Due to urbanisation, many markets were without having to spend too much time. It
forced to relocate or were closed entirely. Even is true that many of the purchases made in
the popular Alaba International market was a shopping malls are spontaneous because the
product of relocation. mall offers the shopper the opportunity to
easily access and visit several stores that they
wouldn’t ordinarily think of going to. In fact,
some shoppers seen at these malls are just
merely window shoppers, going around just to
check and see what is in stock.
Online Deals
● Smarket ● Custom Made
Online shopping is quickly becoming a

permanent feature of the Lagos shopping
B
landscape. Many e-commerce sites are
emerging and offering all sorts of services
from travel bookings to clothes and shoes
Street Hawking as well as electronics and household items.
● Shop & Go ● Custom Made One of the most popular examples amongst
Lagosians is Konga.com, which offers great
These days, almost anything can be hawked deals in many product categories and has a
C
on the streets of Lagos. This mostly happens very reliable delivery service through which
at popular bus stops or road junctions as well they are able to convey purchased items to
as on the highways (where there are usually customers at flexible times. Konga also has its
traffic build-ups during rush hours). This is a App to Attract own mobile app.
fascinating trend because the road hawkers ● Social Shopping ● Made in…
usually offer the same items (of the same
quality) as available in shopping malls and Sure Lagos is a mobile app targeted at young
department stores, but at cheaper prices. locals rather than tourists. It can be used to A. Popular village markets
for everyday products
Street hawking is a very convenient form of search and be alerted to new shops, bars and B. Street hawking, a
retail and offers a form of escape to people other leisure venues which are popping up convenient way to shop
who are forced to wait for the often slow- in the city. Many local shops use this type of while on the busy traffic
C. Sure Lagos mobile app
moving traffic to clear before they can go on. app as a great new way of connecting with to keep up-to-date with
The government has passed laws against this potential new customers. local amenities
D. Palms Shopping Mall,
trend but it has yet to cease as the hawkers one stop shopping
are obviously making some profit out of it. solution

Scout City Region
Niki Van der Schraelen Abu Dhabi Middle East
Diversified
Souks
The traditional markets in Abu Dhabi
are called souks, an Arabic word for
marketplace.
Here you will find spices, perfume, gold, Abu Dhabi is really into social media
electronic goods, souvenirs, clothing and advertising through Facebook, Twitter and
household items. Souks are street markets, Instagram, they seem to be essential for
not modern and very cheap. Traditional brand awareness. Online shopping is only
souks, however, are being replaced by starting now though, one of the main reasons
‘modern souks’, a contemporary adaptation is that the malls in Abu Dhabi aren’t only used
of a typical Arabian market, home to local for shopping but also for social events. People
and international retail brands, coffee shops are going to a mall anyway, so why would
and restaurants, with marble floors and air they use online shopping? This is changing
conditioning. with a new generation and as Emiratis are
used to people who do things for them, there
Abu Dhabi also has plenty of spacious, very is no better way of doing nothing yourself
modern and air conditioned malls – a welcome than online shopping.
escape from the summer heat! The Emiratis
are very rich and used to having people doing
things for them. In every shop there is a Abu Dhabi also has
different staff member for every little task. If
you go to Carrefour, there will be somebody plenty of spacious,
who hands you a trolley and in every aisle
there’s an employee ready to assist you. At the very modern and
check-out there is someone who empties your
trolley, somebody else who puts your goods in air conditioned
a plastic bag and then somebody who brings it
to your car. In Abu Dhabi the salaries are much malls – a welcome
higher and shoppers just buy without really
thinking. For example, in Belgium I try things escape from the
first, think about it, go back and buy it but in
Abu Dhabi I try things on and if I like it, I buy summer heat!
it straight away.

A. Traditional carpet souks
for great bargains
B. Marina Mall rotating
restaurant and coffee
shop
C. Qaryat al Beri souk, very
popular with tourists
D. Online retailer Souq.
com, one of the biggest
in the Arab world
E. Aswakabudhabi.com, an
online souk for creative
entrepreneurs
Carpet Bargain
● Pure Shopping ● Made in…
● Disruptive Retail
The carpet souk, also known as Afghan souk,

is located in the heart of the city. You can
find great bargains on Arabic carpets and
cushions. Most of these carpets and cushions
D
originate from Iran, Afghanistan, Pakistan,
C
Turkey, China and Central Asia. Most of them
are handmade, but very occasionally you
will also find machine made ones. To make
sure you buy the right one, you have to check Pricey Souk Big and Famous
with several shops. If you know what you are ● Buying Sensations ● Made in… ● Custom Made ● Pure Shopping
looking for, it is easy to bargain. Most of the ● Disruptive Retail ● Smarket ● Social Shopping
customers here are labour men, because it’s a

cheap place. Emirati and expats don’t go there The Qaryat al Beri souk is located between Souq.com is one of the most famous
much and prefer carpets from a shop in one of the two bridges in Abu Dhabi. It is next to e-commerce sites in the Arab world. You can
the malls. the canal and has the best view of the Grand find electronics, fashion, household goods,
Mosque. It is very near famous hotels like the watches or perfumes. It is the biggest retailer
Shangri-La, Fairmont and Traders. Because in the Middle East and has more than 23
of its location, the souk is not only a popular million visits per month. They also call it ‘the
meeting place for the local population, but Amazon of the Middle East’. Souq.com is a
also for expats and tourists. The souk has retail site, but also a marketplace for third
a lot of small shops where you can buy party sellers (comparable with eBay).
souvenirs, clothes and shoes. There are also
lots of restaurants with an international
cuisine, such as Japanese, Italian, Arabic and
Indian varieties. Those restaurants all have
nice dining terraces overlooking the water.
Although it’s called souk, you cannot compare
the prices of this souk with a traditional ones.
B
Prices are relatively high and bargaining is not
accepted.
High Time
● Buying Sensations
E
Marina Mall is a mall where you can find

shops with brands such as Louis Vuitton,
Burberry, Hugo Boss, Chanel, Gucci, Yves
Saint Laurent and many more luxury brands.
However, this mall is also an example of how Creative Network
shopping in Abu Dhabi becomes more of a ● Disruptive Retail ● Made in…
● Social Shopping
complete entertainment experience. There
is an ice rink, a bowling alley, a fun city for
children, a cinema and a musical fountain. Aswakabudhabi.com is a new concept of
In the middle of the mall there is an elevator aswak, the plural of souk. It is a global
that will take you above the mall for a view, marketplace where local and international
you can also find a coffee shop and restaurant designers can come together. Designers and
which rotates so you have a panoramic view of brands from all over the world come together
Abu Dhabi while you are eating. online to offer original and creative products.
This website also helps creative entrepreneurs
run small online shops.

Scout City Region
Reem Deeb Dubai Middle East
Shopping Trip
Dubai is a rapidly growing city shaped by

globalisation and neoliberalism.
The most prominent shopping destinations for You can find both cheap and designer brands
tourists and residents alike are the massive at the malls, as well as grocery shopping,
malls. In fact these are considered a tourist money exchange, banking, visa paperwork and
destination just like going to a museum in applications, salons and many other services.
Europe. They are even a destination for school There are also smaller specialised malls, which
excursions! Dubai Mall alone attracted 75 will either have affordable or designer brands.
million visitors in 2013. The traditional markets are in the old part of
town where you can barter and find tourists
buying fake designer bags. Each street in these
new trend
A markets focuses on a specific commodity and
every shop sells the same thing. A new trend
in Dubai is the in Dubai is the ‘walkable markets’ which are
trying to make shopping more cultural and
‘walkable markets’ not just an indoor activity. Online shopping
is substantially increasing, as well as mobile
which are trying shopping with the growing smartphone
penetration in the UAE.
to make shopping
more cultural and
not just an indoor
activity

B
Personalised and Social D

● Custom Made ● Buying Sensations ● Smarket
● Social Shopping
Dubai Mall introduced a mobile app with

A
interactive maps to point people in the right Competitive Retailing
direction of shops and other entertainment ● Smarket ● Pure Shopping
options inside the mall. You can add your
favourite places to a personalised list so you The Dubai government has also launched a
Small is Gold can easily access them every time you go to shopping app to further enhance the retail
● Made in… ● Buying Sensations the mall and find out if they have promotions economy. Sallety.ae lets people browse
or events on. The app is also linked to social through what is for sale and on offer in
In the old side of the town you almost feel media so you can share with friends when you different stores and super/hypermarkets,
like you are in a different country away from are in one of the mall’s destinations. compare prices and – when enabled by the
all the skyscrapers and big highways. In shop – also buy directly.
Karama, Deira and Bur Dubai, small shops and
markets are the prevailing phenomena. You
cannot walk down these streets without being
stopped by the shops’ sales men or owner
asking you to come inside and check their
products. These shops are located in heavily
populated areas but a number of tourists visit
these markets for the cultural experience
and to get some cheap oriental souvenirs.
The grouping concept in these markets is
prominent; you have the gold souk, spice
souk, silk souk, soap souk, etc. This works in
C
the favour of the buyers – gold in these shops
is known to be cheaper than anywhere else.
Concierge Service
● Custom Made ● Smarket
Mall + Hotel
● Buying Sensations ● Smarket Wealthy Arabs like to be helped in their
E
shopping decisions and to be pampered to a
Mall of the Emirates is one the most famous certain extent. Charles and Keith is just one
shopping destinations in Dubai. On a Thursday example of a brand providing exceptional
night it is a challenge to find a parking space. customer service. Even when on sale the level Walk This Way
Malls in general are packed on Thursday of service doesn’t change, if they can’t find ● Buying Sensations ● Pure Shopping
nights which are equivalent to Friday nights your size they will deliver the item to you in a
in other countries. Shopping malls open until couple of days instead of asking you to come Walkable markets are a new shopping trend
10pm during week days and until 12am on back again. being introduced in Dubai. There are modern
weekends. On special occasions like Eid and walkways like Madinat Jumeriah, Jumeirah
local holidays they are often open 24 hours. Beach Walk and the new City Walk. Although
A large segment of the mall is dedicated to they are dominated by restaurants and cafes,
entertainment, dining, and other services – E-commerce Hub a number of shops are available, especially
you can easily spend the whole day there. ● Disruptive Retail ● Smarket antique and beauty product shops. These
A common trend in Dubai is to have hotels places are trying to make shopping more
that are connected to the malls, Mall of The Dubai continuously aspires to be the world cultural and not just a merely indoor activity.
Emirates for example has two 5 star hotels. leader in innovative and smart solutions so
it is no surprise to see EZW, the world’s first
purpose built e-commerce hub. This initiative A. Karama, Deira and Bur
is expected to expand the e-commerce Dubai small shops and
market from being local to national to markets
B. The Dubai Mall app icon
international. This will also enable customers C. Charles and Keith
to purchase items and brands that are not exceptional customer
service
available where they live, which will appeal D. Shopping app Sallety.ae to
to a place like UAE with more than 200 browse, compare and buy
E. Modern walkable
nationalities living and working here. EZW shopping experiences
is in development and it will have a physical
location in Technopark Dubai.

Scout City Region
Agnes Chan Hong Kong APAC
Mindset
Shift
In Hong Kong it’s common to shop locally,
at markets and large stores.
In recent years, there has been a rise in the
number of people switching from buying nother shopping
A
fresh food from markets to supermarkets,
particularly popular amongst younger trend in Hong Kong
generations who like the convenience and
cleanliness of supermarkets, whilst older is the popularity of
generations still prefer the close relationships
they hold and reap benefits from at the Korean items over
market. Another shopping trend in Hong
Kong is the popularity of Korean items over previously favoured
previously favored Japanese goods, largely
due to a rise of the Korean entertainment Japanese goods,
industry driving the popularity of Korean
movies, TV series and music in Hong Kong. largely due to a
There has also been a rise in the popularity rise of the Korean
of online shopping but it would seem to be
lagging behind most advanced Western entertainment
economies. Not only does Hong Kong have
an extensive transportation network, which industry
makes traditional shopping very simple, there
is a lack of trust surrounding online quality
control and security. However, younger
generations are more familiar with using the
internet and are more receptive to taking
risks. There is a shift of mindset amongst
consumers from viewing the real or original
item as essential; as long as the price is right
and the quality is decent, people are happy to
buy replicas.

K is for Korean
● Disruptive Retail
Shops specialising in Korean skincare

and cosmetic products like K Market are
particularly popular in Hong Kong right
now. Their target market is largely younger
consumers who are more attracted to the
Korean culture, the relatively low prices and
to Mongkok as a shopping area. Typically,
A
the owner will go or send a member of staff
to Korea regularly to gather the hottest items
and then resell the products at higher prices.
Fresh and Traditional Many Korean brands now have official stores
● Pure Shopping ● Custom Made in Hong Kong, but such ‘unofficial’ shops can
still survive due to their lower prices and the
There are around a hundred government opportunity for customers to buy different
operated traditional fresh food markets in brands at the same time.
Hong Kong, present in most neighbourhoods
(i.e. Yin Chong Street Market, Mongkok).
They sell meat, seafood, vegetables, fruits C
and dry goods and are thought to sell food

of a higher quality and at lower prices than
supermarkets. Some people prefer the closer
relationships they have with the owners of
the stalls, for example reserving fresher stuff
or offering them better prices if they are
regular customers, as well as to barter for
better prices at the market. Some may not
consider it a particularly enjoyable shopping Asian Giant D
experience though, as the floor is always wet ● Social Shopping ● Smarket ● Custom Made
from frequent floor washing.
Taobao is a Chinese online shopping website Customisation App
that is operated in China by the Alibaba ● Custom Made ● Smarket ● Social Shopping
Group and works in a similar way to eBay and
Collaborative Referral Amazon, facilitating consumer-to-consumer Snaptee is a free app that allows customers
● Social Shopping ● Pure Shopping retail business. It is the most popular website to design their own t-shirts or pick from
● Made in… ● Custom Made ● Smarket for Hong Kong online shoppers. There are designs that other people have created. It was
currently more than 800 million listings and it launched in Hong Kong less than a year ago
Shop Elsewhere is a shopping referral platform is one of the top ten most visited websites in and now has customers in over 55 countries.
and a collaborative movement amongst the world, mainly serving consumers in China, There are currently over one million designs
independent fashion designers. It was Hong Kong, Macau and Taiwan. available on Snaptee, with a 10% commission
launched by Ogilvy & Mather Hong Kong as given to customers for each t-shirt sold with
a way to combat the difficulty experienced their design.
by independent designers to pay high
retail rent. It helps customers discover new All in One
brands while supporting local businesses ● Buying Sensations ● Smarket
and provides a free digital alternative to a
personal stylist. Shoppers browsing in one The largest shopping centres in Hong Kong
designer’s store can scan the QR code on are all located in the central business
an item to access the platform, which will districts, close to the MTR (metro) stations.
provide recommendations for other designers’ A typical large shopping centre consists of
products that have been pre-selected to a variety of shops, restaurants, department
match. To purchase a recommended item, stores, cinemas, hotels, office buildings and
customers are directed to the designer’s store sometimes supermarkets. Shops include
via Google Maps. international labels for fashion and leather
goods, casual wear and sportswear, jewellery
B and watches, beauty products, AV/electrical
appliances, kids and lifestyle products as well
as food and beverage outlets. Many people
prefer to shop at large shopping centers like A. Traditional fresh food at Yin
the Hollywood Plaza in Diamond Hill because Chong Street Market
of the variety of shops and brands available B. Shop Elsewhere, a
collaborative platform for
there. There are also different exhibitions independent designers
and shows at various large shopping centers C. Taobao consumer-to-
consumer online retail
as well as credit cards offering a number of business
privileges in order to attract customers. D. Consumers can design
their own t-shirt and get
rewarded with Snaptee app

Scout City Region
Shikha Sethi Mumbai APAC
Here, There
& Everywhere
In India, Mumbai is probably the most
savvy and advanced in terms of the scale
of the shopping malls, online shopping and
the number of foreign brands available.
Online shopping in particular has seen a big There is a trend of pop-up events, fairs and
shift with several new e-commerce stores festivals like the Kala Ghoda festival in
launching. Indians traditionally like to see the Mumbai, which brings together NGOs and
product they’re purchasing so this is quite a smaller design companies from across the
new development. country. People are also organising exhibitions
at home, trunk shows and have even started
Fairtrade and sustainable shopping are not their own businesses selling jewelry or clothes
really buzzwords here as they are in the West. directly through Facebook pages.
There is an increasing awareness of local
and organic food – when you buy fruit and
veggies from your local vendor it’s hard to nline shopping
O
know what kind of pesticides were used and
people who can afford them prefer products in particular has
that are clearly labelled organic and natural.
People have to work harder to find these seen a big shift
products – for example, you may source your
honey from one small independent seller and with several new
your milk from another. We don’t yet have
the equivalent of a Whole Foods here, though e-commerce stores
Mumbai has seen a few farmers markets in
the last year. launching

Dr. Feel Good A. Convenient roadside
stalls and small stores
● Buying Sensations ● Shop & Go ● Social Shopping B. Online book retailer
Flipkart diversifies into
other categories
Pop-up events are becoming popular in C. Presence of international
Mumbai. These can range from a farmers brands in shopping malls
market or an event designed purely around D. Mercado Jewellery
promotes their products
shopping. For example, an event called Dr Feel on Facebook
Good was organised by a 26-year-old called
Karishma Sakhrani with an interest in fitness
and health. She advertised the event on
A
Facebook, brought together a number of small
start-up vendors who sold healthy products
(Raw Pressery’s cold-pressed juices, organic
Small Stalls oat and nut bars, people making healthy dips
● Made in… ● Pure Shopping and chips) as well as other vendors selling
jewellery, clothes, funky mugs, t-shirts and
Most Indian households do their shopping bags. She organised a host of speakers who
in local markets such as roadside stalls and spoke about nutrition, weight loss and fitness.
small stores, especially if they do not have the The people who came were very interested D
option of shopping at a supermarket. A lower in these specific kinds of products and the
middle-class household would probably do indie brands got to reach out to their target
some of its shopping at street stalls like this audience without spending a lot of money on
and top up at a higher-end place. The home advertising in a newspaper or a magazine.
owner may go themselves, or more likely, will
send the help to pick up whatever is needed
for the home. Some amount of bargaining
is involved. Apart from roadside fruit and Niche Go Social
vegetable stalls, there are also mid-range ● Social Shopping ● Shop at First Sight
general brick-and-mortar stores that sell
soaps, shampoos, cooking oil, tissue paper, Today’s urban consumer has much more
packaged foods, etc. These tend to be family- choice, especially when it comes to smaller
owned stores – and as with the supermarkets, niche brands which often don’t have a
supply can be a problem. Many of these offer physical store (and sometimes nothing more
free home delivery (usually in a couple of than a Facebook page). Mercado Jewellery is
hours). Some stores will be smaller, literally a an example of a small company promoting
hole-in-the-wall, where you can buy sweets, products on Facebook run by Natasha, she
chocolates, fizzy drinks and cigarettes. posts pictures of new jewellery and products
almost every day, listing the materials and
the price (along with any discounts). She
C
may send her driver to drop off the piece and
collect the payment or it may be collected
from her home and the money dropped off.
Going Global There is no website so there is no possibility
● Buying Sensations ● Shop & Go ● Custom Made of making an online payment. Sometimes
she will also have a larger exhibition at home
Shop Elsewhere is a shopping referral platform where several pieces are displayed.
and a collaborative movement amongst
independent fashion designers. It was
launched by Ogilvy & Mather Hong Kong as
B
a way to combat the difficulty experienced
by independent designers to pay high
retail rent. It helps customers discover new
brands while supporting local businesses
From Books To Anything and provides a free digital alternative to a
● Smarket ● Made in… personal stylist. Shoppers browsing in one
designer’s store can scan the QR code on
Flipkart began as a site where you could just an item to access the platform, which will
buy books but it has now expanded into a provide recommendations for other designers’
site where you can buy pretty much anything products that have been pre-selected to
– from air conditioners to mobile phones. I match. To purchase a recommended item,
visit the site to buy books and even though customers are directed to the designer’s store
Amazon has launched in India, I’m more via Google Maps.
comfortable using Flipkart because they’re
reliable and quick. They recently introduced
an ‘in a day guarantee delivery service’, which
is a big help and they have a 24/7 helpline.

Scout City Region
Jaefo Liang Shanghai APAC
Something
Fancy
What makes Shanghai different from the
rest of China in shopping is that there is a
greater focus on luxury and lifestyle brands.
Shanghai is the most modern city in China Traditional shopping in China is undeniably
and consequently gathers the trendy, rich all about small shops, face-to-face and trust.
people. Stores in Shanghai can be very fancy, People would only make a purchase when
spectacular and over-decorated to emphasise they saw goods and talked to the owner
the image of wealth. People don’t just buy the in person, but today, online and the use of
things they need anymore, they buy things mobile apps is growing. Wechat, for example,
that make them feel fancy. Also, people here started as a communication app but has since
are more accepting of new shopping methods. developed its own in-app payment and in-app
department store. Apps are also promoting
in-app coupons, which consumers then use
eople would only
P to purchase offline. Shanghai though is a
developing Chinese city, but is not yet the
make a purchase same as other top cities around the world.
when they saw

goods and talked
to the owner in
person, but today,
online and the use
of mobile apps
is growing

A. Kerry Center’s fancy
stores, a destination
for the wealthy
B. S.F. Express physical
stores is aimed to order
products online
C. Dianping mobile app
offers reviews for a
variety of retails
D. Nanfang Friendship
Shopping Center, a
place to relax
Shop Via Wechat

● Smarket ● Buying Sensations
Shop to Show ● Social Shopping
● Shop at First Sight ● Disruptive Retail ● Custom Made

Rainbow department store has established
The Kerry Center is an example of the fancy an in-app account on Wechat in order to sell
stores in Shanghai designed to showcase their products. To purchase on Wechat, you
wealth. People here are still fond of things can either buy things via Wechat payment or
that can make them look richer than the choose in-store pick up or delivery, or you can
average person. But under that façade, I don’t go to the offline store and check the products
think these stores have any creative way to first and buy them via Wechat payment on
pitch to customers. This is why it is hard to your cell. You can also buy the gift card and
find true innovation in Shanghai – a lot is send to your friends via Wechat to purchase
just superficial. both online and offline. The Rainbow Wechat
account offers considerate pre/post sales
service and complaint filing. The app is
used throughout China and is well-known in
Shanghai. Membership is at about 500,000
C
people so far.
Successful O2O
● Social Shopping ● Custom Made
● Pure Shopping ● Disruptive Retail
Dianping is a mobile app collating reviews

on restaurants, department stores, gas
B
stations and much more. When you go to
an unfamiliar place, this app acts as an
information centre. Moreover, this app has
On/Off Convenience started to work with stores, selling coupons
● Smarket ● Buying Sensations and providing a reservation service in the
● Disruptive Retail ● Custom Made case of restaurants. It successfully converts
the online potential consumer to offline
S.F. Express began as a delivery company stores and services and make a lot of profit
and has since expanded its territory to online from advertising, commission of booking
grocery shopping and done a great job. In and coupon sales. I would say this is quite a
2014, it opened offline stores that sell ‘virtual’ successful O2O business model.
D
products. The benefits of this kind of virtual
store in comparison to an online shopping
website is that it can target older generations
who are less familiar with online payment. In Organic Delivery All Inclusive
S.F. stores, you can order the products and pay ● Smarket ● Pure Shopping ● Buying Sensations
by cash. In addition, S.F. stores offer a ‘help
buy’ service; you can go to its website and Mian Mian Life is an organic vegetable shop in Nanfang Friendship Shopping Center is
order the products without paying in advance Shanghai, which I first came across in Wechat a shopping mall that includes not only
and go to the store to check when they are apps. It’s had awesome in-app marketing and traditional brands like LV, Gucci and H&M, but
arriving. This could save consumer’s time to delivers a clear description of its products. also restaurants, tea houses, coffee shops,
unpack/repack and return the products if they Consumers can clearly understand the source kid’s playgrounds, supermarkets, post offices,
don’t like them. and type of vegetables available and the clothes alteration stores and more. These
delivery time, and are able to make payments kinds of centers in Shanghai are increasingly
in-app. Also, the shop guarantees an in-time emerging on different administration areas.
delivery since the products are vegetables. For many people in Shanghai, taking their
My friends are also interested in this app, families and spending a whole day in this kind
especially since the serious food safety issues of shopping center just in their neighborhood
in China. is not all about shopping, but also an ideal
place to relax and wander around.

Scout City Region
Daniel Chiang Singapore APAC
More Than
Shopping
In Singapore, bricks-and-mortar shopping
based around malls still has the dominant
position in our culture.
Physical shopping is more than simply an act Pop-up stores have recently become trendy in
of buying something, it is a social activity Singapore, however they are still something
that involves spending quality time with of a novelty and are more valuable for the
friends and family. Singapore has weathered visibility factor rather than actual sales.
the recent crises quite well and consumer Many businesses have also jumped on the
sentiment has remained strong. As an smartphone-enabled bandwagon, releasing
extremely open and globalised society we are their own NFC loyalty program apps that flood
highly influenced by innovations and ideas devices with push notifications of the latest
that originated overseas, such as crowd- products, frequent sales, freebies and location
funding, group buying and cloud stores. based ‘exclusive’ coupons.
Singapore is also quite an advanced shopping

market with a variety of shopping options: e are highly
W
curation boxes, in-store entertainment,
bespoke offers, C2C platforms, etc. Right now, influenced by
there is an obsession with bespoke, classic
and vintage sensibility, particularly in fashion innovations
and furniture. The group-buying and coupon-
driven trend, while already toned down and ideas that
compared to its peak a couple of years ago, is
still highly popular. originated
overseas, such
as crowdfunding,
group buying and
cloud stores

Keeping Up Smart
● Buying Sensations ● Play to Gain
● Shop at First Sight ● Custom Made
Shopping malls are the most prevalent

type of shopping space in Singapore and
the image that first comes to mind at the
mention of ‘shopping’. While considered a
conventional retail channel, shopping malls
D
are also vigorously updating themselves
so as not to be left behind in the face of
the tech-augmented shopper. Many malls
are producing smart device apps that offer
a variety of free value-added services to
B
Remote Bespoke
enhance the overall shopping experience. For ● Smarket ● Custom Made
example, CapitaMalls Asia, the largest player ● Disruptive Retail ● Buying Sensations
in the industry here, has an app that not

only lists ongoing mall-wide promotions and Nostalgic Echoes Marcella Custom is a bespoke shirt maker,
sends location based push notifications of ● Shop & Go ● Made in… which is pioneering the move to an online
such to users’ phones, but also enables users service. On their website, a fixed yet robust
to snap and upload photos of their purchase Local bus terminal with rows of clothing racks set of customisation options is paired with
receipts from any of their malls, earning constitute a temporary makeshift stall run a roster of seasonal fabrics to produce
loyalty points which can be redeemed for by a small-time clothing vendor. Such casual enough permutations to keep happy any
shopping vouchers. businesses are legal and regulated by the individuality-minded fashion snob. These
authorities, but are nonetheless a quaint, processes have carried over well to their
old-fashioned sight in modern Singapore, a physical shops too, which essentially function
throwback to a more rustic era. On a larger as landing spaces for their web-based system
scale, temporary markets called pasar malam, and have already grown into a decent-sized
populated by such stalls, spring up from time chain. Customers are able to feel fabrics, turn
to time in random places around the city, buttons over in their hands and ask for advice
on streets and in open areas. These stalls from the staff while getting measured by a
manage to survive in amidst the gleaming professional – just like an old-school tailor
malls due to their price, convenience and an shop. However, what happens next is entirely
element of nostalgia. cutting edge: the staff enter the information
into the system, which gets beamed off to a
centralised factory in China for production..
A
Fun Curated Deals

● Smarket ● Disruptive Retail
● Social Shopping ● Custom Made
Quoo10 site is a regional subsidiary of a

company which first perfected its business
model in South Korea: Gmarket. Users who
C
download and install the app onto their
smartphones gain the ability to browse an
immense database of sellers and products
from all over the world, while on-the-go. Convenient and Personalised
Though users do subject themselves to push ● Smarket ● Custom Made
notifications up to five times a day, heralding
Qoo10’s latest daily deals, time sales, group While still quite niche, this is an example of
buys, coupon giveaways and lucky draws new shopping solutions in Singapore. Tate
in bright, cheerful colours. To retain users’ & Tonic is a web-based fashion start-up
loyalty, there are no less than three different offering a risk-free service targeted at busy,
kinds of reward points. well-heeled professionals. At the moment,
they only serve men who are less likely to
shop for themselves and are easier, or at least
less diverse, to coordinate outfits for. Upon A. Quoo10 mobile app finds
curated deals
signing up for an account, users only need to B. Old-fashioned Singapore
provide their measurements and state their survives with clothing racks
style preferences once. Once that is done, the in local bus terminals
C. Tate & Tonic offers a
system assigns a stylist to the user ‘based on risk-free and online
your dress style’ and automatically places an fashion service to busy
professionals
order for his first mystery box to be compiled D. Web-based bespoke shirts
and delivered for free. by Marcella Custom

Scout City Region
Lynsey Smith Sydney APAC
Australian
Made
Australians prefer to buy Australian
produce, especially in terms of food.
They have a distrust of food products from Stores now offer Wi-Fi so you can compare
countries like China and Chile which don’t prices and read product reviews online while
have as stringent laws on pesticides and shopping. Digital screens to facilitate in-store
chemicals as Australia does. Aussies care experiences are also widespread though
about freshness, sustainability and supporting customer interaction is still small. Almost
the local community and there are regular every retailer has a PayPass unit, which
farmers markets selling organic products allows you to pay for items up to $100 just by
in the more affluent, hipster areas tapping your card. I also have a sticker on the
of Sydney. back of my phone which does the same thing.
This makes the checkout experience much
Sydney, as the biggest city in Australia, has easier and quicker.
a great shopping scene. Malls are the most
popular place for people to shop, with several
Westfields in Sydney alone, though some of T here are regular
the malls are beautifully designed like The
Strand in a heritage listed shopping arcade. farmers markets
There are also a lot of weekend markets
throughout the city which sell a mixture of selling organic
vintage clothes and up and coming Aussie
designers, as well as hip boutiques selling products in the
exciting labels.
more affluent,
The number of people shopping online is on
the increase, however Australian retailers have hipster areas
been slower to adapt than in other countries
with many not having responsive websites of Sydney
and poor mobile experiences. Though as
online improves the in-store experience is
also being enhanced.

Interactive Screens A. Nespresso self-service
machines in stores
● Smarket ● Shop at First Sight B. Coles supermarket
integrates online
and offline shopping
The most prevalent technology trend while experience
shopping in Sydney is the appearance of big C. Fashion e-tailer The
LED and HD screens in almost every store. Iconic app features
great customer service
These easily catch the eye of consumers D. Supermarkets
walking past and make the store look more branding 100% Aussie
modern and engaging. They also have a ‘tap &
scan’ functionality so customers can interact
A
with the ads on their mobiles and find out
more about the products in the ad. However
the ‘tap & scan’ call to action is small and not
Self-Service and Sampling easily noticeable to consumers walking past
● Smarket ● Custom Made and not being utilised to their full potential.
When you scan the QR code it takes you
Nespresso have introduced self-service to the oOh! Media website, which says that
machines in store, for members of Nespresso “great offers are coming soon”. Another oOh!
club. Customers don’t have to interact with Media POS stand features a slot which gives
staff, they can choose their coffee from a out recipes for the product it is advertising,
large wall of different types, go to one of the however when I tried it wasn’t working, failing
stands and place their bag of coffee pods into to give a recipe when I pressed the button.
D
the stand, which weighs their coffee and also
can tell which type of coffee they have chosen
using RFID technology. They check out on the
stand using their members and credit card. Eco-Friendly Shoppers
They reinforce the exclusive members’ club feel ● Made in… ● Pure Shopping
with coffee sampling and new flavour launches
which they accompany with complementary There is a big trend towards being ‘green’
food such as raspberry coffee brownies for the – buying free range and organic from
new raspberry coffee flavour. They also have a independent organic food shops like Health
website so you can order online and encourage Emporium. But while a lot of Aussies say
pod recycling at the store. they want to be eco-friendly, organic food
is more expensive and this has slowed
down the trend. However, in more affluent
areas there is an abundance of organic food
shops and farmers markets, which are often
expensive, yet are frequented by locals who
buy the products. Grocery retailers both
large and small, are focusing on attempts to
‘get local’ and highlighting which products
are from Australia. 100% Aussie signs are
seen regularly. Supermarkets are also aware
of their customers’ preference for farmer’s
market specialist goods, and in response
have incorporated farmer’s market style
B C
deli counters in their flagship stores (i.e.
Woolworths).
Supermarket Journey Simply Iconic

● Smarket ● Buying Sensations ● Play to Gain ● Smarket ● Shop at First Sight
Online shopping has been slower to take off There are a lot of fashion retailer apps but
in Australia, however it is becoming more Australia’s largest fashion e-tailer The Iconic
popular. The Coles website has just been one is really easy to use and I often see
redeveloped in an attempt to invigorate the people using it on the bus. It features great
online shopping experience (i.e. you can customer service like free returns for 100
type in your shopping list and it will load days so you don’t have to rush. It also offers
the relevant products, rather than having to free next day delivery or delivery within three
search). Coles also offer integration between hours for an additional cost. You can also talk
the online and offline shopping experience. to a shop assistant through online chat. The
One Coles supermarket allows you to use layout makes it addictive to keep scrolling, so
Google Maps for a 360 degree tour of the you are more likely to spend longer browsing
supermarket so you can click through a than you might on a desktop computer.
typical customer journey, in order to plan and
prepare for your grocery shop with a level of
detail you wouldn’t have previously had.

Scout City Region
Mateus Bagatini Tokyo APAC
Physical Tech
Experiences
Tokyo is a place of contrast. It is easy to find
giant shops but there is also a strong culture
of small and specialised shops.
The idea of shopping locally is still very Another interesting thing is the obsession
strong because every neighbourhood has that Japanese people have in making every
its particular culture and feeling, so people product unique. Especially in Tokyo, this huge
support the local community. Every area city where everyone has the same products,
has its market street but for products from brands are trying to give more options for
overseas and more expensive brands they go people to personalise. Sustainable, eco-
to the shopping malls. friendly and conscious consumption is not
a big deal in Japan, brands are trying but is
The digital Japanese culture is not that big, a difficult topic in this culture.
website development is still quite bad with
poor online stores, so the physical shopping
culture is the most important and innovative, T he physical
with in-store robots, iPad attendants and
smart stores becoming more common. Online shopping culture is
is starting to change though and brands are
doing more, trying to mix online shops with the most important
brand experience to attract Japanese people
to try this new way of shopping. and innovative,
with in-store robots,
iPad attendants
and smart stores
becoming more
common

Test Drive A. Uniqlo app with special
effects to design t-shirts
● Custom Made ● Pure Shopping ● Shop & Go B. Rakuten online store
opened a coffee shop
to offer a non-digital
GU is a Uniqlo B-side brand that lets people try experience
clothes before buying, but trying in a real way. C. Pepper, the robot able
You can choose the clothes and take a walk to understand human
reactions
around outside as a ‘test drive’. Afterwards D. Mobile and social
you take the clothes back to the store and buy shopping app integrates
real and virtual retail
if you want to. experiences
C
Human-Like Robot
● Custom Made ● Smarket ● Buying Sensations
Softbank, the biggest mobile brand in

Japan just launched Pepper, a robot to
help customers in their stores which can
understand human reactions. Using artificial
intelligence, Pepper can learn and improve
when explaining about the Softbank products
and services to the costumers.
D
A
UTMe! App For Sharing

● Custom Made ● Smarket ● Custom Made ● Social Shopping
This is a Uniqlo app where you can design

your own t-shirt using image, text and special Tokyo-based start-up Origami has designed
effects by shaking the phone. After that a mobile social shopping app which is aimed
you can place an order and have your t-shirt at integrating e-commerce and offline retail
delivered to your home. experience. The app lets users follow their
favourite shops and brands and check-in
at both physical and virtual stores in order
to share this with social media contacts.
Several retailers have teamed up with the
app to create greater awareness around their
promotions which are often reserved for app
B
users only.
Non-Digital Experience
● Buying Sensations ● Custom Made
Rakuten is the biggest online store in Japan,

they sell all different kind of products. Trying
to fix the gap between online and offline
stores, they just opened a coffee shop, the
first non-digital experience that the brand has
ever created. They also offer free Wi-Fi (hard
to find in Tokyo) and really cheap coffee.

Scout City Region
Pere Xargayó Barcelona Europe
Loyalty Pays
The economic crisis in Spain has changed

people’s way of shopping and you can see
a reduction in consumption as well as a
focus on cheaper products.
Lots of stores are opening and closing in Recently in Barcelona – especially amongst
short periods of time while the big franchises people aged between 20 and 50 years old
remain. An important trend for stores trying – responsible food purchasing has grown
to keep consumers coming back is the use in importance. These consumers want to
of loyalty cards. However, Barcelona is a big know the origin and the way food has been
tourist destination and lots of shoppers are produced. Consumption without packaging is
not from the city. also gaining strength in Catalonian society.
Generally, price comparison websites,
Shopping areas are clearly divided by types consumer forums and online reviews are
of store and target markets. Paseo de Gracia becoming key elements in purchase decisions
and Diagonal are focused on higher income for the middle class.
consumers with expensive, luxury stores of
recognised brands. Gracia and some parts of
Barri Gotic are dedicated on smaller stores n important
A
with alternative fashion and independent
designs, mainly for younger shoppers. Portal trend for stores
del Angel to Plaça Catalunya offers all the
franchise stores for the majority of Barcelona trying to keep
shoppers, while El Born is where you find
designer goods for high income shoppers. consumers coming
back is the use of
loyalty cards

B
Eco-Philosophy
● Pure Shopping
Ecoveritas is an environmentally friendly

store, selling exclusively organic products.
They opened in 2002 and now have more than
25 supermarkets in Catalonia. Their values
and philosophy are focused on health, taste,
respect for the environment and proximity.
Eco-friendly consumption is also being
pushed by bulk stores such as Granel, where
people buy all the products they need but
without any additional packaging or bags.
People bring their own containers and load it
in the shop. It also makes shopping a lot more
about the food itself, rather than about brands
A D
or appearance.
Savvy Points Small Convenience

● Smarket ● Custom Made ● Pure Shopping ● Smarket
Loyalty cards are a very familiar part of A lot of Lidl and Mercadona supermarkets
Spanish shopping. For example, Decathlon (a have appeared in Barcelona lately. These
very popular store in Barcelona) has its own small to medium sized supermarkets have
card, which regular shoppers can use to earn influenced many people who do not go to
a point for every €1 purchase. 250 points are hypermarkets anymore (which are often
awarded with a voucher and it is free to get a based further away from the city centre), but
card. Decathlon has now added a feature to its who buy everything in these shops which are
C
mobile app dedicated to the loyalty scheme: spread across the city and can often be found
it provides the consumer with information inside malls.
on the money saved with their last purchase.
Loyalty scheme users also no longer have to
keep all their receipts to save the points, the Augmented Experiences
app does this for them. ● Smarket ● Custom Made ● Buying Sensations
● Social Shopping
Dia is one of the most popular supermarkets

Socially Inspiring in Barcelona, with many branches across the
● Pure Shopping ● Custom Made ● Social Shopping city. Recently, a lot of supermarkets have
launched their own apps but Dia has one of the
Gracia and some parts of Barri Gotic are best. It allows you to find branches, browse the
well known for more independent and brochure and prices, create different shopping
alternative fashion stores. The retail spaces lists and share them with other contacts
are smaller but the clothes are more unique in (useful for families or when it is someone’s
comparison to the high street. Many of these birthday party, for example). Users can also
shops, such as Clink, have nice social media manage their coupons on the app. Another
pages, which give people constant inspiration. interesting app is WShopping AR from Smart A. Decathlon mobile app,
Shopping Barcelona. When downloaded, loyalty scheme made
it easier
users have to find the shop windows with B. Ecoveritas opened
pink footprints in Arenas shopping centre 25 environmentally
or Smart Shopping Barcelona posters on the friendly stores
C. Dia supermarket mobile
high street. If you point your phone at a shop app has some of the
or restaurant with such indicators, you can best practical features
D. Mercadona small-sized
access audiovisual contents, discounts and supermarkets for the
product information via your phone. city centre dwellers

Scout City Region
Benjamin Bouliere Berlin Europe
Conscious
Inspiration
Even though Berliners, like other Germans,
are still attached to traditional forms of
shopping such as the discount supermarket,
many new shopping trends are appearing.
A lot of people go in-store first before With a stable economy and an ageing
buying something online. They are looking population, German society as a whole but
for inspiration, fashion advice or technical Berlin specifically has a new face: customers
information in physical shops but even a good are more willing to spend money, mothers are
selection doesn’t guarantee successful sales showered with gifts and the young generation
to shop owners. is challenging brands to adopt a new language
and loyalty projects. Proud, a Berlin-based
German consumers are known to have a magazine which is known for its parties, for
preference for products made in their own example, invites brands such as Marlboro to
country. Berliners often take a step further be physically present at its events.
by looking for produce which is made in their
own city (e.g. Our/ Berlin Vodka). This often
goes hand in hand with eco-ethical shopping erliners often take
B
and a fondness for value-conscious products.
Upcycling and second-hand formats are a step further by
very trendy here and explain the many flea
markets, vintage shops and antique stores. looking for produce
However, the latest sensation in Berlin has
been a concept mall called ‘Bikini’ which which is made in
has an entire floor dedicated to temporary
showrooms for young local designers. their own city

A. Veganz store, a
panacea for the
vegan lifestyle
B. Temporary
showrooms
for young local
designers at the
concept mall Bikini
C. Aldi supermarket,
simple and effective
Interactive Screens grocery shopping
D. Kaufda, a practical
● Shop at First Sight ● Smarket ● Buying Sensations location-based app
to check stores
Alle Arcaden shopping centre now boasts over
ten interactive screens which help customers
during their shopping trip. The screens display
product advertising but also allow people to
find information and advice on the different
stores in the shopping centre. By scanning
the receipt of a product they just bought,
customers can also find out more about a
specific item and receive additional discounts
and personalised recommendations. The
screens also serve as an entertainment tool
for kids and allows people to extend their
parking visit if necessary.
B
Berlin Boxes
● Shop & Go ● Shop at First Sight
The last shopping sensation in Berlin has to be

this concept mall called Bikini which recently
opened an entire floor dedicated to temporary
showrooms for young local designers.
The mall carefully curates the selection of
boutiques, aiming at a style-conscious hipster
D
audience. There are precisely 20 of these pop-
up shops, called the Bikini Berlin Boxes. Shops
can stay for a maximum of one year though
most only stick around for a couple of months,
A
keeping the mall in constant flux. Location-Based Apps
● Smarket
Kaufda is an online and mobile application

Vegan Lifestyle Empire which shows smartphone users which shops
● Pure Shopping ● Buying Sensations are nearby based on their current location.
Even though the graphic design of the service
Ethical consumption is a growing trend is not attractive at all, a lot of young Berliners
in Germany but particularly in Berlin. To use this app to check which shops are still
many consumers, being vegan is more than open when it is late but also where they can
just a diet and they want to visit shops and buy specific things if they are not in their
restaurants which completely fit in with usual area.
their lifestyle. The vegan retailer Veganz just
C
opened several stores (a baker, a supermarket,
a restaurant and a shoe shop) in the same
building in Prenzlauerberg which has started
to resemble a small vegan shopping mall. The Discount Supermarket
staff never judge non-vegans who happen ● Custom Made
to visit the shops and are happy to give
nutritional advice, share surprising recipes or German discount supermarket Aldi is well-
offer vegan cooking lessons. known for their simple display and their low
prices on a limited selection of brands and
products. Whilst shopping here is not an
economic necessity for a lot of people, it still
fits the German consumer’s expectations
because the products are minimally packed
and the service at the cash desk is really fast.

Scout City Region
Patricia Nilsson Istanbul Europe
East Meets
West
Traditionally, Turkish communities shop
locally at their neighbourhood shops
(bakkal) or at great markets (pazar).
These large travelling pazars circulate
through different neighbourhoods with U
rbanisation,
farmers coming to sell vegetables, cheese,
eggs, olives or honey and modern vendors better education
coming to sell imported household articles or
clothes. Urbanisation, better education and and the increasing
the increasing economic role of women have
supported the growth of a young middle class economic role
population in Turkey. This group appreciates
the shopping malls – that are popping up of women have
like mushrooms around Istanbul and other
large cities of Turkey – and are increasingly supported the
interested in purchasing organic foods.
growth of a young
Like many other European cities, there is a
hipster culture in Istanbul where the young in middle class
particular value ‘independent’ fashion styles
and second hand clothes. In Istanbul, second population in
hand or vintage clothes are rather expensive
and instead the trendy people wear cheap Turkey
clothes that they buy from local markets. For
example, you can see people wearing ‘typical’
fake Dolce & Gabbana shirts. This, I believe,
is an example of how Turkey stands between
East and West – the Turkish consumer’s
interests in modern consumption trends
coming from the West while mixing it with
traditional elements from the East.

A. Kanyon Shopping
Mall attracts
wealthy consumers
B. Bazar culture with
an organic twist
C. Aynalicesme
Caddesi is a family
run bakkal open
24/7
D. Simit street vendors
are enduring the
test of time
Local Bakkal
● Pure Shopping ● Smarket ● Made in…
Aynalicesme Caddesi in Beyoglu area is a

family run bakkal located in the centre of
Istanbul. The shop is open 24/7 and offers
A
most Turkish food staples, fresh vegetables,
small deli, cleaning and toiletries products,
as well as filter coffee, pet food or occasional
Controversial Malls imported foodstuffs. Customers can also top
● Buying Sensations ● Pure Shopping up their phone or public transport cards in the
bakkal. My flatmate once needed to get in
Levent is one of the main business districts touch with a man whom she sometimes ran
of Istanbul and is home to several middle into and talked to at this very bakkal. Her first
and upper middle class residents. Kanyon action was to go to the bakkal and ask them
Shopping Mall was opened in 2006 and is one where she could find this man. She left the
of several large shopping malls in the area of store with an address and phone number for
Levent. The centre attracts many residents the man she was looking for. The bakkals are
from the more wealthy Northern parts of the the stores of communities.
city, who come to shop, exercise at the gym,
watch movies at the cinemas or dine at the
many up-scale restaurants. There has been
much controversy regarding the very fast
B
spread of large shopping centres in the major
cities of Turkey. The Gezi protests, originated
in 2013, sprung partially out of a discontent
with the government’s plan to demolish Organic Bazaar Branding
the central Gezi Park and build a shopping ● Made in… ● Pure Shopping ● Shop & Go
mall in its place. The construction plans
for this specific shopping centre have now Turkey has a great bazar culture, and
been halted. consumers looking to buy more trendy
and local produce still like to shop at non-
D
permanent markets. These markets mostly
Hipster Jewellery Markets sell food stuffs, although occasionally
● Custom Made ● Made in… other merchandise such as t-shirts made
out of ecologic cotton, etc. A vendor at the Street Food Tradition
Istiklal is the main shopping street of market selling organic clothes explained ● Made in… ● Pure Shopping ● Shop & Go
Istanbul. Originally it was the place to go that “organic cotton is still new and mostly
for people looking for cheap basic clothing, for babies”. These organic markets are a mix The simit is one of the most common Turkish
but the market has evolved to sell cheap between old and new Turkey – traditional street foods and a popular breakfast food and
fashionable stuff too. For example, they have bazars and modern shopping trends such as snack. The sesame-crusted bagel-ish bread
a great section selling jewellery, like rings and ecologic produce. Not long ago, most Turkish has a long tradition and has been sold in
necklaces. You will find old women looking agriculture was organic by default and it is the Istanbul since the 16th century at least. The
for bargains but these days equal amounts term and brand ‘organic’ more than its actual vendors are all joined in the same workers
of fashonistas are trying to pick up some definition that is new for both consumers and union, which also controls prices. In December
cheap bling. These are a great alternatives sellers. 2013, there was a price hike-up from 1TL to
for young hipsters as vintage stores are often 1.40TL, which upset many vendors as it is
out of their budgets, even though they are the already more difficult to sell simits on the
target market. streets during winter time. This specific price
increase didn’t last long and prices are now
back to 1 TL.

Scout City Region
Emma Finamore London Europe
Deal Hunters
Shopping behaviour in London is

strongly defined by an individual’s
economic situation.
Less well-off people tend go to big shopping I think that’s a reflection of how even people
centres and large, cheap shops (e.g. Primark) who are accustomed to buying expensive
to buy clothes and the local high street or things are no longer embarrassed to bargain
market for groceries. Wealthier consumers hunt. Pop-up shops are so widespread
are more likely to visit small independent in London that they can hardly be called
boutiques, high-end shops in quieter areas innovative, but they have changed the
and farmer’s markets where they can shopping experience as people are now forced
buy artisan goods and organic fruit and to buy or do things more spontaneously if
vegetables. they don’t want to miss out.
Online shopping has had a big impact on the

way the middle classes choose to shop, they T hey are more
are more likely to do food shopping online
(e.g. Waitrose is a quality supermarket but has likely to do food
lots of deals which make it cheaper to order
online) or look for cheaper clothing from sites shopping online
like eBay and ASOS, while using social media
to pick up inspiration from like-minded peers.
Physical stores, especially flagship stores,

have since added additional services to keep
customers coming through the door like
personalising products. There has always
been a big vintage clothing market in London
but now the traditional jumble sale is taking
on a more trendy edge. For example, Westfield
Stratford organised a jumble with luxury
brands on sale at prices as low as £5.

High Street, Low-Price A. Beyond Retro, a
popular vintage
● Smarket ● Pure Shopping destination
B. Pop-up concept has
been reinvented by
The poor economic climate means a growing Boxpark
group of people have started using cheap high C. Topshop and YrStore
street shops like Primark which tend to have a collaboration offers
personalised fashion
wide range of branches across London. Shops products
like these are attractive because they are D. RedLaser mobile app
compares prices and
cheap but produce fairly fashionable clothing, finds good deals
a good alternative to Topshop or Urban
Outfitters for young people or families with
limited income. However, many young people
do feel guilty about buying from these shops
as such low prices are often linked to bad
working conditions for the people involved in
the production process.
B
Pop-Up Mall
● Shop & Go ● Buying Sensations
Though pop-up shopping isn’t exactly new

or innovative in London, Boxpark takes the
concept to another level with an entire pop-
up mall. The site is made up of a number of
shipping containers that different brands can
rent for short periods of time, and the goods
on offer currently range from headphones to
onesies to wine!
Beyond Retro
● Made in… ● Pure Shopping
London has always been known for vintage

clothing and East London’s Brick Lane is
probably its most famous area with a number
of small vintage shops and larger warehouses
like Beyond Retro. Unfortunately vintage,
and East London, has become so popular
with locals and tourists alike that it’s actually
become quite hard to find a great bargain.
C D
Extreme Bespoke Buying Individuality Price Comparison App

● Custom Made ● Shop at First Sight ● Custom Made ● Buying Sensations ● Smarket ● Shop & Go
● Buying Sensations ● Shop at First Sight
RedLaser is an app which allows consumers

Selfridges Oxford Street is currently Physical stores in London are increasingly to scan product barcodes and compare prices
teaming up with Boomf for a limited time trying to create personalised experiences and during their shopping trip. This is particularly
period. Boomf is a site which lets you print products for shoppers, which is what young handy in London where the range of shops is
your favourite Instagram pictures onto people in particular are expecting these so broad that it becomes a struggle to find the
marshmallows. They have now installed days. Topshop’s Oxford Street flagship store best deal. RedLaser not only compares prices
an indoor machine at Selfridges where is currently collaborating with the start-up but also suggests alternatives and accessories
customers can print their bespoke treats on YrStore, allowing customers to customise the for the products you have just bought. This
demand. They simply have to connect to their prints and designs of their T-shirts, tote bags combines online with offline shopping in a
Instagram, select the photos and collect the and phone cases using dedicated in-store practical way.
marshmallows only five minutes later. technology, only to have the result ready in
the next hour. It’s all about allowing people to
express their individuality.

Scout City Region
Zelia Pastore Milan Europe
Coupon
Fever
Milan is a trendsetter and other parts
of Italy are followers.
It is mainly in this retail capital where
shoppers have picked up a habit of mixing
I n recent years
online and in-store shopping. More people
collect information online and then buy
there has been a
offline or look for products in a physical shop
and then buy it online to get the best price.
boom in couponing
That said, traditional shopping behaviour
remains prominent in Milan as consumers
sites which are used
continue to shop at large department stores
such as Rinascente, Trony and Mondadori.
by brands as an
These stores offer a wide range of products
and give consumers the opportunity to try out
advertising medium
the items or ask the staff for advice. to generate visits,
Those with lower income also shop at
one of Milan’s many local markets, whilst
deliver products to
wealthier families go to single-brand stores
or small shops with tailored or hand-crafted
their target group
collections. The economic crisis has caused
a sharp decline in consumption and more
and stimulate
people are actively looking out for discounts.
In recent years there has been a boom in
demand.
couponing sites which are used by brands
as an advertising medium to generate visits,
deliver products to their target group and
stimulate demand. Barter is also spreading
as a trend, both for economic reasons and
because it has become a fashionable thing
to do.

B
Big Stores Allure A. Furla offers more
specialist and
● Pure Shopping ● Buying Sensations tailored collections
● Custom Made B. Shbang! barter
website, a trendy
way to save money
Large stores such as La Rinascente, Aldo and C. Group buying
Tezenis continue to have strong appeal in website Sportboom
offers deals for
Milan, both because of their wide range of sports activities
products on offer and because of the contact D. Street market, a
traditional way of
with staff. The customer service tends to shopping
be a lot better in this type of store as staff
are professionally trained to sell a specific
brand or product and can assist people for a
longer time. Young people also like to go to Trendy Swapping
department stores to have a fun day out, try ● Social Shopping ● Pure Shopping ● Custom Made
on clothes and take selfies.
Barter is currently a growing shopping trend
in Milan. People find it a trendy and innovative
way of purchasing items but for many people,
App For Crafts it is also a good way of saving money. Shbang!
● Pure Shopping ● Buying Sensations ● Smarket is one of the most popular barter websites
and allows users to swap shoes and bags by
The Fiera Dell’Artigianato is a craftsmanship posting photos of their unused items and
fair which takes place every year in Milan inviting other users to make an offer in return
before Christmas and is a very popular way for each item.
of gathering craftsmen from all over the
world to sell their (often Christmas-related)
products. Since a few years ago, the fair has
had its own mobile app which has made it Group Buying + Sports
possible to order items online after you have ● Social Shopping ● Custom Made
D
seen them at the fair and have them delivered
to your place. This is interesting as it takes The Sportboom website originated in Milan
a very traditional Italian way of shopping – but was soon made available in the rest of
the market – to a new level by making it a Italy as well. It is a coupon-like website which Street Market Power
multichannel shopping experience. offers group buying deals on all sorts of sport ● Made in… ● Pure Shopping
activities. Group buying has been around for a
while now but recently this form of shopping Every district in Milan has its own local street
has become less catch-all and instead market, which is open once a week. This is a
focuses on a specific type of sector, product more traditional form of shopping but families
or experience so people don’t have to receive with less spending power are still visiting
tons of notifications about things they aren’t these markets on a weekly basis to do their
interested in. grocery shopping.
La Dolce Vita
● Custom Made ● Buying Sensations
● Pure Shopping
Individuals and families with more spending

power usually shop in single-brand stores
such as Milan’s Furla shop. These boutique-
style retailers offer more specialist and
tailored collections. Due to their higher prices,
this type of shopping behaviour is in sharp
contrast with the shopping habits of people
with less spending power who mainly shop in
local street markets.
C

Scout City Region
Nadia Abramova Moscow Europe
Hypermarket
Craze
Traditionally, Russians buy products
on markets which are very popular in
small towns.
However, huge hypermarkets have recently Amongst new developing trends there is
become the new top choice, providing cheap e-commerce and sustainable shopping.
prices and a wide range of products. In the big e-commerce is a new trend for the Russian
cities like Moscow, large malls are particularly market, with many start-ups launching
popular (i.e. Auchan). Megamalls are trying between 2010 and 2013. Some big
to be more and more universal and provide retailers such as Audiomania also recently
products for all demographic groups; they launched new generation of apps which
have started selling classic style clothing allow consumers to buy products online,
targeted at grandmothers and green products receive discounts in offline shops and share
for those who care about purchasing eco- experiences with other buyers. Sustainable
friendly. shopping and the desire for natural products
is a trend observed only in Moscow and St.
Petersburg. Farmers markets in Moscow are
M
egamalls becoming an essential part of the shopping
landscape and new specialised fairs are
are trying to be constantly opening, such as honey fairs. New
paying techniques, such as pay-by-phone
more and more (NFC) are also used there by some farmers
who like to experiment.
universal and
provide products
for all demographic
groups

Inconvenient Convenience A. Audiomania mobile app
includes interesting
● Smarket ● Custom Made information for the
audiophile
B. Consumers can find low
Currently the most popular way of shopping prices on e-commerce
is visiting huge hypermarkets like Auchan. giant Yandex.Market
People tend to allocate a particular day C. Street markets, still
a tradition in smaller
(usually Saturday) to go shopping for the week cities
ahead. Whilst providing low prices and the D. There is a growing
movement of local
opportunity to buy everything in one place, farmers and sustainable
B
hypermarkets have serious disadvantages products
including crowds of people and the
inconvenient location, usually based outside
of cities. For most people such shopping
doesn’t provide any pleasure. Growing Giant E-commerce Hit
● Pure Shopping ● Smarket ● Custom Made ● Smarket ● Custom Made ● Shop & Go
Yandex is the Russian equivalent of Google Lamoda is the leading Russian and CIS online
– the internet giant with many services and retailer, selling fashion goods and offering fast
a search engine. One of the most popular delivery and free trial before purchasing. Its
services is Yandex.Market, which allows users growth has been extremely fast – launched in
to choose the lowest price among all Russian 2011, it now has more than 20 million active
online and offline shops. In June 2014 Yandex customers. Lamoda is becoming more and
announced that this service will also receive more popular because it’s more convenient
payment from consumers and ship all goods than visiting traditional outlets where prices
to them for a small fee, which strengthened are higher (Lamoda doesn’t have to pay for
Yandex.Market as an e-commerce giant. This leasing an expensive trade square).
move will likely increase growth for all online
retail in Russia, because one of the main risks
for the entire sector was consumer’s distrust
in online shops, especially small ones.
Sustainable Branding
● Made in… ● Pure Shopping ● Shop & Go
Farmer’s fairs first opened in 2013 in Moscow.

Local governments strongly support such
A C
fairs, viewing them as an important way of
city branding, however due to high prices
this trend is observed only in the biggest
Audiomania App Keeping Traditions and wealthiest Russian cities. At these
● Pure Shopping ● Shop & Go ● Pure Shopping ● Made in… fairs citizens buy expensive but healthy
products from chosen farmers. Some fairs are
Audiomania is a top Russian retailer in Traditionally most Russians shopped in permanent, while others are seasonal or time-
acoustical systems. In order to distinguish markets, where many sellers from different limited. Overall, it is a part of the movement
itself from competitors, Audiomania launched villages are allowed to trade. Sometimes in big towards locality and sustainability, a protest
a new mobile app in May 2013, which allowed cities in autumn, there are Saturday markets against huge modern factories which produce
consumers to view and compare all products, (a street with lots of tents, where you can most of the food.
order online for a home demonstration or find buy things). When big retailers began to open
the nearest shop where you can see them. hypermarkets in Russian cities about ten
It also features a forum for audiophiles and years ago, the popularity of markets started
lists of new concerts in your city. Audiomania to shrink. However, markets still dominate in
was also one of the first retailers in Russia small cities where the population is less than
to implement trade-in (traditionally trade-in 50,000 people.
existed for automobile sales only).

Scout City Region
Camille Darroux Paris Europe
Locavore
Love
People are to shopping at larger stores
less than they used to, especially those
who belong to the ‘Bobo’ category.
This group buys organic and local products,
and these trends are slowly spreading to T he locavore trend
the masses, though larger stores are trying
to keep up. The locavore trend is really is really strong in
strong in Paris since people living in big
cities feel disconnected from tradition Paris since people
and nature. Eating food whose producer
they’ve met makes them feel closer to real living in big cities
life. People are also really into the ‘Made in
France’ movement, with brands such as Le feel disconnected
Slip Français leading the way. It seems like
department stores are mostly visited by from tradition and
tourists in Paris now.
nature. Eating food
Renting products is also becoming more
popular thanks to new start-ups such as Drivy whose producer
(car rental) or La Machine du Voisin (which
allows people to use someone else’s washing they’ve met makes
machine). In Paris, the Autolib service which
allows people to rent a car for a very short them feel closer
period of time is popular, and so is the Velib
service for bikes. A cat café recently opened to real life
in Paris as well and allows people to spend
time with a cat while having a drink, instead
of owning their own. I think there is a shift
towards services and experiences than just
owning things. People are becoming more
interested in easy, non-binding experiences.

B
Affordable Farm Fresh

● Made in… ● Pure Shopping ● Smarket
Le Panier Parisien is a service which offers

its customers farm-fresh produce at the
best prices. This is a popular example as
people love local products but sometimes
A
find them quite expensive. The service
travels by truck all week long around Paris
and some surrounding small villages to sell
Entirely French orders placed on site and deliver orders made
● Made in… ● Pure Shopping online. Delivery is free for orders from nine
euros. Because of its strong links with local
Parisian shoppers are really into the whole producers, Le Panier Parisien delivers a huge
D
‘Made in France’ movement, with brands variety of products like vegetables, meats and
such as Le Slip Français leading the way. Le fine wines.
Slip is an underwear and swimwear brand
selling items which are hundred percent made France Curated!
in France. The shop tailors to men, women ● Made in… ● Pure Shopping
● Custom Made
and children. Le Slip exists across France
but is most visibly present in Paris with 14
different boutiques. The retailer also has a A new store has recently opened in Paris to sell
good website which uses a map to show the fashion items which were exclusively produced
different factories where the clothes are made. in France. Bleu de France – unlike Le Slip
Français – only has one shop that was recently
opened in the center of Paris. The range of
products for sale proofs you can buy anything
My Little Paris C
made in France – from wooden keyboards to
● Custom Made ● Smarket ● Buying Sensations clothes. Bleu de France collects the best and
most innovative national design brands.
Website and mobile app My Little Paris –
which Parisians can use to find out about new
bars, restaurants or shops – is particularly Ephemeral Driving
good for fashion fans as it has a whole ● Shop & Go ● Smarket
section on private sales across the city. The
app personalise suggestions based on the Autolib is a Paris-only car rental service
user location. My Little Box is a subscription which is primarily used to rent a car over
service offered by My Little Paris at 16,90 short periods (a few minutes to one hour). The
euros per month. Subscribers receive a service is also accessible only via subscription.
monthly surprise box with a selection of People can either subscribe to the service
beauty products. for one day, one week, one month or one
year. They then have to pay five euros every
half hour when using the car. This service is
mostly used by people who wish to drive for
a short distance within the city (i.e. going to
the train station or to the store). There are
A. Le Slip Français, several stations in and around Paris where the
hundred per cent
French underwear
cars can be dropped off and charged as these
B. Le Panier Parisien are electric cars. The cars were designed by
delivers farm-fresh Italian company Pininfarina.
orders made online
and offline
C. Autolib, accessible
short car rental in Paris
D. Bleu de France,
everything in their
shop is exclusively
produced in France

Scout City Region
Max Eriksson Stockholm Europe
Sustainable
Desire
Sweden has miraculously made it through
the economic crisis with very little damage,
but people still have less in their wallets
than they used to.
Not long ago there used to be just two sales a
year in Swedish shops, but this is increasing a ot long ago there
N
lot and now everyone wants a bargain. Today
almost every store has a clothing rack that is used to be just
full of sale items or ‘last chance to buy’. Pop-up
sales have been a big success, where brands two sales a year in
rent different locations and have a big sale
with garments from previous seasons. Acne Swedish shops, but
and Whyred have taken this idea to another
level and opened permanent shops where they this is increasing
sell previous seasons at discount prices.
a lot and now
There is some backlash though and in
Stockholm second hand, vintage and more everyone wants
sustainable shopping have made a big
appearance, even non-Swedish vintage shops a bargain
like Beyond Retro from London has come to
Stockholm. We also see other imported trends
like street markets and sustainable crop
markets. Cashless payments are taking off
and you can see a lot of local markets and flee
market sellers using systems like Swish. I hear
almost all of my friends and family talk about
wanting to cut back on shopping and be more
sustainable, but I find that almost no one is
able to.

A
A. ‘Shopping Free
Year’ movement as a
reaction to modern
consumerism
B. Coop supermarket
app provides
discounts alerts and
product notifications
C. Local farmers market
Bondens Egen
Marknad pops up
around Stockholm
D. Rag Bag helps
shoppers donate
unwanted clothes to
charity organisations
Anti-Shopping Movements
● Pure Shopping ● Shop & Go
B
The ‘Shopping Free Year’ and the ‘Shopping
Free Day’ are two different movements that
have generated a lot of popularity in Sweden
as a reaction to the modern consumerist Coop Beacon
society that we live in. People have found that ● Smarket ● Custom Made ● Buying Sensations
you don’t have to consume to be happy, that
you have to stop and think about what you Coop supermarket has installed a trial run for
are doing and buying and, especially, why. a beacon in some of their shops in Stockholm.
The ‘Shopping Free Day’, is a full day where The beacon works so that if you have the Coop
you don’t buy anything for 24 hours and supermarket app on your phone and have it
the ‘Shopping Free Year’ is a full year where running while you are in the shop or close by,
you buy nothing other than what you you will get notifications sent to your phone
D
absolutely need. about different items and discounts.
Second Hand Site The Rag Bag

● Social Shopping ● Shop & Go ● Smarket ● Pure Shopping ● Smarket
Blocket.se is the Swedish version of eBay, a The Rag Bag has been created by the Swedish
site where anyone can sell anything, from menswear brand Uniforms for the Dedicated.
concert tickets to used clothes, a place where The bag is a way for the consumer to help
you can find apartments for rent or buy a mother earth and people in need, both at
used car. Blocket has been around for more once. When buying a new garment you bring
than ten years but is steadily growing and it home in your Rag Bag which is given to you
more and more people find what they are in the store. Once home, take out your new
C
looking for. Since most of the things that are garment, flip the bag inside out and put an old
sold on Blocket are second hand it is a more piece of clothing in, close the bag and stick in
sustainable way of shopping and the prices a mail box, the address for different charities
are lower since you cut out the middle man Local Pop-up are already prewritten on the bag. The Rag
(the stores). ● Made in… ● Shop & Go ● Pure Shopping Bag will be found in different clothing shops
around Stockholm.
Bondens Egen Marknad is a traditional local
produce market and it pops up in different
Rewind Sales locations throughout the year in Sweden,
● Custom Made ● Pure Shopping including four locations in Stockholm, where Peep at Björn Borg
local farmers and hunters sell their home ● Custom Made ● Shop at First Sight
● Social Shopping
A couple of years ago Acne Archive opened made produce. Here you can find anything,
its doors, a shop run by Acne carrying only from deer sausage to cheese and home grown
previous seasons of the brand, unique pieces vegetables. Bondens Egen Marknad has grown The Swedish fashion/underwear brand Björn
from the showroom at Acne, fashion show steadily since its start and has become very Borg launched a short campaign called ‘Peep
pieces and store made or altered pieces. Acne popular as a lot of Swedes are growing more at Björn Borg’ where you could – while in
Archive is an outlet that tries to be something aware of climate change and are getting more the changing room in the flagship store in
else and does so very well. The prices are and more concerned about constant news on Stockholm – choose to capture the reflection
around half the price of the regular Acne shop food safety and how much pesticide is going in the mirror and share via the Björn Borg
and you are very likely to find some rare gems into growing our veggies. website and Facebook page.
in the store. The shop has not got its own
website so you have to visit the store regularly
to find out what was in their weekly shipment.

Scout City Region
Daniel Restrepo Bogota Latin America
Close
Encounters
Traditionally, people would do most
of their shopping at the local market.
These markets supplied a wide range of
goods and as the prices were not fixed, hilst the shopping
W
people used to barter all the time. Most
people had their preferred shop or seller who relationship has
had being selling things to them and their
families for generations, which meant that evolved from a
the relationship between the seller and buyer
was a very close one, almost to the point of more personal
friendship. These traditional markets are
still seen in little villages in the countryside encounter to a
but they have changed and have almost
disappeared in big cities. The few traditional simpler commercial
markets still standing in Bogotá are mainly
focused on selling flowers and fresh produce. contact, post
Everything else is sold by big, often purchase services
multinational companies in shopping malls.
Using online and mobile is still quite cutting are improving
edge in Bogotá. Credit cards are only available
to those on high incomes and Colombians
have always been very concerned about
online security. 3G was introduced not long
ago and the price of smartphones is still
quite high for the average citizen. Whilst
the shopping relationship has evolved from
a more personal encounter to a simpler
commercial contact, post purchase services
are improving. In contrast to the previous
lack of any warranty or after sale support,
most multinational companies now offer
very good post purchase services.

A. Mini Cooper has a strong
presence in Facebook
From Farm to City
B. Fresh food, good prices and ● Made in… ● Smarket
bargaining at small farmers ● Pure Shopping
markets
C. El tomacorriente mobile app for
bicycle lovers In contrast to the traditional markets where
D. Personalised shopping and fresh produce is sold directly from small
entertainment options for
Bogota Exclusiva app users farmers and prices are set by a bargain
E. Zara mobile app has been very process, big shops in the city like Surtifruver,
innovative and successful with
customers buy products at low prices and big quantities
D
from small farmers and sell them at higher,
fixed prices. They offer a great service for
people living in the city who want fresh and
A good-quality products but don’t have time
to travel long distances to the traditional Bogotá Exclusiva
markets to choose products and barter over ● Custom Made ● Smarket ● Social Shopping
prices.
The Bogotá Exclusiva app is a customisable
shopping guide which lets people using
various filters (e.g. location, city area,
price, etc.) to find out where they can go
shopping or where they can go out for
food, art or drinks. The app learns from the
Networked Mini Cooper user searches so the results are constantly
● Social Shopping ● Custom Made personalised to what they want. Many shops,
independent designers and galleries have
Mini Cooper is currently challenging the way their own administrator which keeps up
people buy cars in Bogotá by selling cars to date their page on the app at all times,
via social media. Advertisements appear on making the tool more effective than sites like
Facebook (in the news feed and in the side TripAdvisor where only a third party source
columns) with a link to the option to purchase adds information. The app lets you save your
a Mini. In addition, Mini Cooper is offering big favourites and share activity on social media.
C
promotions through Groupon. On a specific
day, they offered Mini Coopers at a 20%
discount. The promotion was so successful
that they sold two cars within a couple Bicycle Shops
of hours. ● Pure Shopping ● Smarket
A relatively new and exciting trend in Bogotá

E
is the emergence of bicycle shops. Due to the
high levels of traffic and resulting pollution in
Bogotá, people are looking for faster and more
eco-friendly ways of moving around the city. Retail Apps
A few years ago, the Mayor of Bogotá started ● Smarket ● Custom Made
the construction of lanes exclusively for
bikes, which increased the number of people Zara is one of the first shops in Bogotá to
using bikes to travel to work. Consequently, launch an app. They are known for their
lots of bicycle shops have opened such as El innovative designs and logistics, however
tomacorriente and the most innovative shops nobody here expected them to also be
launching mobile apps that allow users to innovative in technology. Their app has
B
identify their closest bike shop or guide them been very successful in their branding and
from A to B using the special lanes. Through marketing campaign, providing updates
these apps, bike shops are advertising their on new collections, promotions, new store
Fresh Deals products and their services are attracting openings and offering location sensitive
● Pure Shopping ● Made in… more customers every day. services. The latest addition to the app allows
customers to buy things online via their
Boyacá is perhaps the most traditional part phones at any time of the day, which has been
of Colombia and most of the people in this a great help to those shoppers who didn’t have
area are still small farmers. Of the many the time to make it to the shop before closing
towns of Boyacá, Villa de Leyva is one of time. It also offers the opportunity to buy
the most popular markets for agricultural clothes from the comfort of your home and
produce. Every Saturday, farmers from the the option to return unsuitable items.
surrounding areas come to Villa de Leyva
with their products (mainly fruit, meat, herbs
and spices) in order to sell them at the local
market. Shoppers aim to buy enough food
to feed their families for a full week and they
look to get good and fresh products at the
lowest possible price by bargaining.

Scout City Region
Sofia Bonessa Buenos Aires Latin America
Consumer
Power
In Buenos Aires, people typically shop
at really big markets or shopping malls.
For women, discount days at the malls Traditional shopping behaviours are
are very popular, for example ‘Women’s constantly changing due to advances in
Wednesday’ is run by a credit card company technology, for example people now know
and offers discounts on well-known brands. more about the product that they want to
Shoppers also buy a few items in small buy. It’s becoming an everyday thing to
supermarkets – typically known as Chinese Google the item you are buying and compare
stores – or small vegetable and grocery it to others, or even watch reviews about
markets around the city because they are a it on YouTube. Of course, this behaviour is
little less expensive and there is always one manifested in people who have access to the
near your house. Internet. The most cutting-edge innovation
in Buenos Aires seems to be the incorporation
for the first time of new self-service checkouts
I t’s becoming an in supermarkets. In the case of shopping
for clothing, the appearance of showrooms
everyday thing to from independent designers who offer their
own apartments to receive their clients is
Google the item particularly innovative as they don’t want to
spend money on traditional advertising, they
you are buying use social media pages such as Facebook to
advertise their designs.
and compare it
to others, or even
watch reviews
about it on
YouTube

Coupon Life
Using coupons for online shopping is almost a

tradition in Buenos Aires nowadays, especially
for young people. It gives you the facility of
buying every kind of product, from household
items and clothing to services like a spa day,
weekend holidays, restaurant lunches and
D
more. In the case of Groupon, the vouchers
A
you buy have great discounts and allow you
to pay half on buying and half on arrival at the
restaurant, or wherever you are going.
Dot Baires Concierge Services
● Buying Sensations ● Custom Made ● Pure Shopping
This is the best example of a traditional Shop Hop BA is a custom shopping tour
shopping mall for high/middle class society. service for tourists and wealthier locals. More
Not only has a wide variety of quality brands affluent people would use this type of service
of clothes, but also a lot of technology stores, if they wanted to find an important gift and
car dealerships and other interesting facilities didn’t know where to find more original shops
such as Hoyt cinemas, popular hairdresser or designers. For USD40 per hour, an expert
chain Cerini and a playground for children. will take you to private appointments with
Dot Baires has well-designed outdoor and local designers and to quality vintage shops.
indoor spaces that invite you to explore the You can also choose to go without the expert
entire place which, by the way, is extremely and pay USD60 to receive a tailored itinerary
big. This makes the shopping mall not just (which also includes private appointments
a nice shopping promenade but also a great with designers). The itinerary matches the
meeting point for friends. customer’s budget and personal style.
C
Designer Showrooms
● Shop at First Sight ● Custom Made
● Social Shopping
This is a clear example of the innovation

in clothes shopping and illustrates how
showrooms are increasingly recognised in the
fashion world of Buenos Aires. Victoria Hache
is a young independent shoe designer and like
B E
many other brands of independent clothes
and furniture designers, she advertises
through her Facebook page. Her store is
Open Everyday located in an apartment in the Recoleta Organic Markets
● Smarket ● Disruptive Retail neighbourhood and to see her products ● Pure Shopping
you have to make an appointment with her
The small supermarkets run by the Chinese through her Facebook page, as Victoria always Nowadays, thanks to the Internet and the
community are the typical convenient stores serves her clients personally. Her shoes are media, people are better informed about the
where people, from almost every social class, distinguished by their good quality, originality adverse effects of agrochemicals on crops,
go to buy those few items you forget to buy or and reasonable prices – that’s why not only our planet and our health. As a result, it is
suddenly run out of (like toiletries, fruit and famous people buy her products but also the becoming more and more popular to buy
vegetables, meat and cheese, candles, etc.) middle classes. organic products in special fairs, where you
when other shops are closed. They are well- can buy them at a reasonable price. This type
known for being open every day of the year, of markets sell seasonal products and usually
which is great for customers who need to buy A. Dot Baires shopping mall offer suitable food for celiac, vegans and
offers quality brands,
something at the last minute, or for example technology stores and
vegetarian people. These fairs are normally
on Christmas eve if you run out of anything entertainment made up of many producers who get together
there’s always a store open of this kind near B. Convenient stores run by to sell their products. Some of the fairs are
the Chinese community
your home. are open all hours placed in warehouses or in parks and each day
C. Shoe designer Victoria they are in a different place.
Hache introduces a
personalised service and
showroom
D. Shop Hop BA, a
customised shopping
tour service for the
wealthier and tourists
E. Organic markets around
the city are becoming a
more popular choice

Scout City Region
María José de Alba García Mexico City Latin America
Comfortable
Experiences
Consumers in Mexico City with lower
incomes usually do their shopping in
local shops or markets.
Whilst those who are better-off tend to visit We have seen an increase in the number
American-style supermarkets, hypermarkets of online stores and digital tools available,
and malls. Markets have traditionally been for example more campaigns now feature
a practical retail solution, simply allowing QR codes and apps like Donde Ir and Hello
consumers to buy the basics. However, a Food also share recommendations based
growing number of trendy markets are now on your location.
attracting higher-income consumer groups
too. For example, the Mercado Roma is a
great gastronomic market where people can C
urrent retail
buy speciality ingredients. Current retail
innovations in Mexico City are mainly focused innovations in
around making the shopping experience more
comfortable, such as the Starbuck’s drive-thru Mexico City are
shops or malls like Reforma which combine
shopping, housing and other facilities like mainly focused
gyms and bank branches.
around making
Online shopping is on the rise but fails to
reach the same popularity levels as in Brazil or the shopping
outside Latin America. Many people go online
to research their purchases but at the actual experience more
point of purchase, they will only use the
internet for a limited amount of products and comfortable
services (e.g. travel) – this is usually due to a
lack of trust in making online transactions.

A. Reforma, a
large mall with
apartments and
offices for the
busy urbanites
B. Group buying
site ClickOnero
offer great deals
on products and
leisure
C. Linio, the ‘Amazon’
for Latin American
consumers
C
D. Mercado Roma,
from trendy
gourmet food to
artisan producers
Conquering LATAM
● Smarket ● Custom Made ● Disruptive Retail
Linio is a Mexico City-based e-commerce

which is quickly expanding across Latin
America and positioning itself as the Amazon
for Latin American consumers. Linio is
A
available online but also has its mobile app
– both of which allow consumers to order
products from a wide range of categories and
A Way of Life also gives the option to its customers to pay
● Smarket ● Buying Sensations by card or cash on delivery.
Reforma – a new shopping centre located in

one of the main avenues in Mexico City – is
a large mall where you can find the usual
variety of shops and restaurants, some banks
and gyms; but in the same building there are
apartments and offices as well. It claims to be
B
a small city built in 173,000m2. For the people
who work and/or live there it is very accessible
to do shopping. This is a clever solution for
a big over populated city like Mexico,
it makes life and shopping very practical Smart Experiences
and comfortable. ● Custom Made ● Smarket ● Buying Sensations
Mexico City has seen an increase in the

number of e-commerce sites and shopping
High-End Experience apps available. In particular, the group buying
D
● Buying Sensations ● Smarket concept has become very popular and many
people are using sites like ClickOnero to find
City Market is a high-end supermarket which great deals for products and things to do. It is
is part of the larger Comercial Mexicana chain. a great way for brands and services to attract Artisan Markets
With only five stores across Mexico City, people to certain experiences which they ● Buying Sensations ● Shop & Go ● Made in…
City Market is a more sophisticated grocery normally wouldn’t have researched.
concept which is mainly aimed at the higher Mexico City currently has a lot of new, trendy
socio-economic groups. Despite being hit by markets and bazaars popping up in strategic
the financial downturn, City Market is now places, mainly during the weekends. These
again a very popular retail proposition. Their Location Based markets go beyond the traditional markets,
stores are very nice and so include an area ● Smarket ● Custom Made ● Made in… which usually have on offer the basics, and
with coffee shop, bar and a couple of small instead allow people to find speciality and
restaurants which sell salads, oven pizza Mexico City now has a wide range of apps gourmet food from artisan producers, food
and Spanish pinchos. To further enhance which recommend places and shops, often trucks, craft drinks, jewellery and clothes
the shopping experience, City Market have based on someone’s current location. This from local designers, etc. Some of these
their own shopping app and organise in-store is changing the way people shop as they markets are temporary but others, such as the
cooking events. are now more aware of what is going on in Mercado Roma, are permanent. The Mercado
their area. Urban DF is an app which gives Roma is a high-end gastronomic market
users news and updates on Mexico City and where chefs and artisan producers sell their
recommends restaurants and shops. Time specialist ingredients.
Out Mexico and Donde Ir (translated as
‘Where to go?’) are a handy guide to local
bars, restaurants and retailers. Hello Food
tracks where you currently are and shows you
which restaurants you can go to or order from
in the same area – they also share relevant
discounts or deals.

Scout City Region
Renata Acioli Rio de Janeiro Latin America
Relax and
Shop!
In Brazil, malls are the most popular way
to shop.
According to the Brazilian Association of Brazilian consumers are more connected
Shopping Centers, the number of malls grew with technology than just a few years ago.
by 30% from 2006 to 2012. Malls aren’t They research more, seek recommendations,
necessarily restricted to just one socio- use social media websites to complain and
economic sector but they usually aim to are generally more demanding. Brands are
attract the rich and the middle class by also using social media to create stronger
having a mix of boutiques and standard relationships with customers.
department stores. There are also more ways
to purchase now and it’s very common for
the middle classes to pay for products in alls are airy
M
instalments using special schemes where the
shop has its own credit card for this. with natural light.
Rio is a seaside city and Cariocas (people from They are also about
Rio) are more relaxed. The malls are colourful,
fresh, some of them have open areas and, entertainment.
as the city is hot, you normally see people
walking with sandals or Havaianas inside In Rio, it’s a place
the malls. In the past they used to be like a
closed box, with no natural light so customers to relax, walk,
would lose sense of time, but this concept
is now outdated and today more malls are eat, see beautiful
airy with natural light. They are also about
entertainment. In Rio, it’s a place to relax, exhibitions, watch
walk, eat, see beautiful exhibitions, watch
shows, theatre and movies. shows, theatre
and movies

Creativity Flair
● Buying Sensations ● Shop at First Sight
Creativity and design are present in all malls

in Rio. The experience begins outside, with
gardens and architectural design. Inside there
is lots of natural light, attractive food squares
and beautiful features and adornments in
the ceiling.
Google Wallet
● Smarket ● Pure Shopping
Google decided to include Brazil in Google

Wallet, the means of digital payment. The
app is not available for Brazilian stores yet,
A
however, you can create an account and use it
to make online transactions. A lot of Brazilians
are doing this already and is expected to be
Green World used when it arrives in shops. According to
D
● Pure Shopping ● Custom Made IDC (International Data Corporation), last
year smartphone sales in Brazil surpassed
Malls are full of health food stores. The store standard mobile phones.
Mundo Verde is the largest network of stores Culture Malls
specialising in natural, organic and wellbeing. ● Buying Sensations ● Made in… ● Shop at First Sight
This is one of the most successful and offers
natural products and organic snacks. It’s not In Rio, we can see the culture in art
just to get thin, but to have good health. To be exhibitions inside the malls. The city’s
a wellbeing worldwide brand is their mission. history and culture, like Carnival party, are
They offer a varied mix of products, intended some of the themes, but we can find also
for different audiences and anyone who art projects, book festivals, theatre and
simply cares for health, beauty and wellbeing. shows. These are creative ways to offer more
entertainment. For example, in specialised
malls for the home and decoration there is
always an architecture or design exhibition,
Discount Cards C
and in the case of more generic shopping
● Custom Made ● Smarket malls dedicated to the family and kids you
will often find movie characters. Some of the
Some stores – such as Casas Bahia, malls have their own venues to house shows,
Americanas and Ponto Frio – sell their Facebook Mall both national and international. For example,
products in up to 24 instalments. Clothing ● Social Shopping ● Smarket in Barra da Tijuca, we have Citibank Hall
stores like C&A also offers 12 instalments. inside the Via Parque Shopping.
These stores also offer their own credit cards Meu Shopping describes itself as a shopping
with discounts and more instalments. Given Mall within Facebook. Meu Shopping lets
that people in Brazil have to pay for essential Brazilian brands open an online store inside
services like schools and hospitals these this Facebook space and make their products
schemes help to make a real difference. open to customers in the network. It is an
interesting system because it brings people
in one place to both well-known and up and
coming brands. As many young companies
are from Rio this is a good place for them to
A. Mundo Verde chain reach out to the public in other areas.
store dedicated to
natural, organic and
wellbeing products
B. Google Wallet, a solution
for cashless transactions
C. Meu Shopping, a
shopping mall within
Facebook
D. Cultural experiences in
shopping malls

Scout City Region
Tom Powell Los Angeles North America
Exclusive and
Ephemeral
Outdoor shopping centres remain
high-traffic destinations in LA, though
increasingly they seem to be attracting
more tourists than locals.
Without a robust public transportation LA is currently experiencing a local revolution.
infrastructure like New York or Washington Whether shoppers are hunting for home
D.C., it is difficult for Angelonos to visit their goods, organic produce or clothing, exclusivity
favourite stores during peak traffic times. The is king. Etsy is a one-stop shop for vintage and
ease of shopping online has lifted this burden one-of-a-kind pieces, and Angelenos will flock
completely. Retailers like ASOS, Nasty Gal and to seasonal events such as the Echo Park Craft
Reformation have built massively successful Fair, the Parachute Market and Unique LA to
businesses without physical storefronts at find vintage and handmade goods.
all. Venture-backed commerce company
Beachmint, based in Santa Monica, has
created a host of destination websites tailored L A is currently
to women who love shopping for affordable
luxury from the comfort of their couch. experiencing a local
On the social media front, Instagram and revolution. Whether
Pinterest have accelerated demand for the
beautifully curated life. LA is home to a shoppers are
number of popular, widely influential lifestyle
blogs: DesignLoveFest, Oh Joy! and Justina hunting for home
Blakenely, to name a few. These blogs link
to the products featured on their sites and goods, organic
offer ‘Pin it’ buttons on photos so readers can
collect images for their own mood boards. produce or clothing,
exclusivity is king

Radical Transparency
● Pure Shopping
Everlane is an online fashion store and LA

start-up that seeks ‘radical transparency’. This
is what makes it a truly modern idea – not
only does it desire to cut out the middle man,
thus saving the customer money, it seeks
to be completely transparent. A visit to their
A
website will allow the customer to click on
C
any of their factories around the world and
read stories about them. These are incredibly
informative – they list the exact number of
Inspirational Lifestyle Blogs Tourist Mall Experience employees working there, the year it was
● Shop at First Sight ● Shop & Go ● Buying Sensations founded, how they came to work there, what
materials are used and information about
Oh Joy! is one of the most popular LA based The Grove, The Americana at Brand and the owners. Their website is clear, clean and
lifestyle blogs. The blog by graphic designer the Third Street Promenade are high-traffic upfront with how the customer is saving
Joy Cho and her team discuss not only design, destinations, although they are increasingly money (e.g. cutting out many of the middle
fashion and food but also Joy’s personal life used more as tourist locations. These retail man fees).
and adventures. Many people in LA use blogs areas offer an all-encompassing shopping
like this to gather lifestyle inspiration and link experience. Bands play live in the middle of
content to their Pinterest pages. the street at The Grove on a regular basis.
Food trucks can also be found, which offer
a different experience to the mainstream
restaurants such as a The Cheesecake Factory.
Celebrity Curation
● Custom Made ● Social Shopping ● Disruptive Retail
Quarterly is an LA start-up, which seeks to

go one-step further than Twitter and offer
a tangible interaction between us and our
favourite influential people. Customers receive
an individually curated gift package by a
chosen designer. These designers include
actors, fashion designers and many more.
They describe it as ‘like a magazine, but
B D
instead of words on a page you receive actual
items’. Prices start from around US$30, and
the package is delivered every three months.
Traditional Supermarkets Customers can expect a blend of items – Ethical and Organic Delivery
● Smarket ● Pure Shopping original, exclusive and consumer items – that ● Pure Shopping ● Made in… ● Smarket
are ‘timeless, practical and exciting’. Each
Stores such as Ralphs, Vons, Trader Joes and product will reflect the person who curated it FarmBoxLA is a company that seeks to bring
Whole Foods are located all over the Los and help you understand them more. Certain ethical and organic farmer’s market food to
Angeles area and are easily accessible in items will not be able to be bought anywhere your door. Aimed at the customer who hasn’t
many suburbs and neighbourhoods. These else. Current curators include: Pharell got time to make it to their local farmer’s
stores span the whole spectrum of customer – Williams, Bill Nye and Rosario Dawson. A great market at the weekend, FarmBox partners
from Ralphs, which is on the cheaper side, all modern business! with a number of farms in the LA region that
the way through to Whole Foods, which is by support ethical production. Good Eggs is a
far the most expensive out of the group. All of new company with bases in LA, San Francisco,
these stores sell mainstream food brands as Brooklyn and New Orleans that seeks to grow
well as their own make of foods. Whole Foods, and sustain local food systems worldwide.
however, will sell more organically grown Customers order on the website and choose
produce, which is a pull for the young adult which farmers and produce they desire, and
customer. Good Eggs delivers straight to the door. Hassle
free, ethically aware, and supporting new
A. Oh Joy! is one of the emerging ideas – the perfect combination for
most popular LA based the modern shopper.
lifestyle blogs
B. Vons chain stores
of healthy food and
products
C. The Americana at
Brand shopping
mall for LA tourists
Good Eggs delivers to
your door sustainable
food from local farmers

Scout City Region
Eugene Carral Miami North America
Creative
Renaissance
Outdoor shopping centres remain
high-traffic destinations in LA, though
increasingly they seem to be attracting
more tourists than locals.
Miami’s shopping behavior is really dictated With the exception of those of an older age
by where you live in the metropolis. If you live group who are not as technologically savvy,
in one of the more urban areas like Downtown, the move toward online shopping has become
Midtown or Brickell, you are going to find tremendous in Miami. While some people
many more people gravitating toward what’s will still leave their homes for a deal, many
close by, which are smaller specialty shops would prefer the convenience of not having to
that are all relatively new. In the suburban engage in Miami’s nightmare traffic landscape
areas outside the hustle and bustle of the – almost everyone does their research online
city, you will find people willing to make the in some way with the most popular site used
commute to larger stores, malls and wholesale in our area is Yelp.com.
stores for their shopping needs.
Miami is currently in the midst of a any would prefer

M
renaissance both industrially and
demographically, what once was niche fine the convenience
art, music or cultural experiences in parts of
town now have become more mainstream, of not having to
embodied in boutique stores such as
Wynwood and Design District. With the engage in Miami’s
market for environmentally aware consumers
growing, sustainable fashion has also been nightmare traffic
emerging a lot more in Miami and organic
cotton is a big trend in reducing carbon landscape
footprints when shopping.

Fashion ‘Conscious’
H&M is a prime example of a retailer

using the term ‘conscious’ as an invitation
for consumers who are interested in the
environment to learn more about the
merchandise that includes this wording.
My friend who works at H&M stated that
he receives numerous inquiries about the
A
term and what H&M is doing in an effort to
reduce negative impacts to the environment.
Knowing that the items they are buying are
Drink Delivery environmentally-friendly, yet fashionable
● Smarket ● Custom Made and affordable tips the scales for many of
these consumers to purchase these items
In some larger cities, this concept of liquor instead of those made with inferior fabrics.
delivery had already been established. Furthermore, the consumer gets even more
However, this concept was relatively new to excited about the purchase when he informs
Miami outside of the large condo development them about the garment collecting initiative
areas. Recently, one of my friends sent me that the store implements as a reward for
a link to Thirsty app that allows you to input turning in old clothing.
your address to search in your area for nearby
merchants. You can then browse through their
inventory of liquor, make your selections (a
minimum of US$40 is required) and submit
your information and method of payment.
You are guaranteed the liquor at your home
within the hour, there is no delivery fee and
many of the offerings are actually cheaper C
than they are at local liquor stores.
Rewards First
B
By far, the better your store’s reward policy,
the more likely you will be to get my business.
I tend to research a store’s reward policy
before making decisions on shopping there.
D
For example, for work clothes, I have several
different places I could patron to get the
typical set of dress shirts, slacks or suits.
Buzz Kill However, of all the places that offer slim fit Experience vs Practicality
● Custom Made ● Pure Shopping ● Social Shopping shirts, slacks and suits, the only one that gives ● Buying Sensations ● Shop at First Sight
me money for shopping there is Kohl’s. During ● Pure Shopping
The turnover with some businesses in Miami certain periods, for every US$50 you spend,
is frighteningly fast if you don’t generate you receive US$10. This sort of perk makes In Miami, you have a wide range of
buzz or, worse, if you generate bad buzz. me more interested in spending money there. households with vastly different earning
Websites like Yelp help consumers share ideas For example, I began buying my bedding and capacities. Miami has moved away from
about what is the better option. For instance, housewares items there because of the value. the enormous malls with chain stores and
my friends gathered recently to determine concrete parking lots in favour of the higher
whether we should check out a new restaurant end open-air malls with boutique shops. If you
down south that specializes in Cuban/Asian have the money, you can come to the heart
fusion (Finka) or go back to a tried and trusted of the Biscayne area Mary Brickell Village to
restaurant that we’ve been to in the past, enjoy a day of shopping at high-end stores
but haven’t frequented recently. While both and have yourself a nice lunch in a fine dining
restaurants have three and half stars in their establishment. However, if you live away
reviews, one particular negative comment from the high rises and are raising a family in
tipped the scales for the majority of the group. suburbia, you’ll likely find yourself shopping
in a Target where your one stop will get you
A. Thirsty mobile app, finds everything you need under one roof keeping
liquor stores in your
area and delivers within
you within budget and on time if you have a
an hour hectic schedule.
B. Yelp reviews helps to
make better choices
C. Rewarding shopping at
Kohl’s department stores
D. Target, one stop store to
get everything you need
within your budget

Scout City Region
Nathanaël Corre Montreal North America
Local
Connection
There are two main profiles for traditional
shopping in the Montreal area.
First, the city dweller who uses public A noteworthy change in shopping is that more
transport, walks or cycles and shops at and more fashion stores have a Facebook
local supermarkets, boutiques or fruit and page (even when they don’t have a website)
vegetable markets. Second, the suburbs and newsletter lists, so they can invite people
dweller who drives everywhere and shops to so-called VIP parties where customers
at malls and chain stores. From fruit and are treated to fashion-counsellor advice or
vegetables to fashion items there is a rather get free beauty treatment along with some
strong and explicit trend to market local canapés. Buying from one’s own networks and
products as Made in Québec. There are several local platforms for second hand classified ads
popular yearly events that promote local like Kijiji have become a big thing too. Another
design and creation such as Braderie de la shopping trend that I have recently noticed in
Mode Québécoise, Souk @ SAT and Le Salon Montreal’s Mile End is clothes swap parties; it’s
des Métiers d’Art de Montréal. a social gathering where people bring clothes
they don’t want and if two people want the
same item, they take turns performing a
F rom fruit and fashion parade with the item and participants
will vote on who it fits best and should keep it.
vegetables to
fashion items there
is a rather strong
and explicit trend
to market local
products as Made
in Québec

High Street Feel
● Buying Sensations ● Smarket
Quartier DIX30 in the suburban city of

Brossard is not a regular mall. The aim here
is to give the visitors the same feeling as
shopping on the high street in downtown
Montreal while having easy access by car. It
is an open air mall that gathers retail shops
along with cafés, restaurants, hotels, services,
A
cinemas, a 300-condominium complex,
nearby new residential developments and a
couple of nursing homes. It opened in 2006
Underground Shopping and embodies a new generation of suburban
● Buying Sensations ● Smarket malls. This one is located on the South shore
of Montreal. Another major one is Centropolis
The so-called ‘underground city’ is a large in Laval (North shore).
interconnected malls complex linking metro
stations in the city centre. It started in 1966
when the metro opened and was designed to
combine the need for a comfortable escape Optimum Weekends
from the cold weather in winter with high ● Custom Made ● Pure Shopping
street shopping. Although promoted as an
important tourist attraction by most Montreal Pharmaprix drugstore offers a fidelity reward
travel guidebooks, many Montrealers don’t card called Optimum that accumulates points.
even realise they’re in it while they commute; These points can be redeemed as a discount
it is thus a sort of organic entity where on new purchases any time, but on given
shopping activities are seamlessly merged with weekends the points acquired when buying
commuting, giving marketers a large scale of are 20 times bigger than usual, thus offering a
D
opportunities to put their products forward. bigger credit on the next purchase. That builds
a solid relationship between the store and
its customers who get used to waiting to be
notified about such opportunities. Popular Apps
● Custom Made ● Pure Shopping
There are a number of apps that are popular in

the Montreal area, in particular Pages Jaunes
Canada, Shopwise Canada and Red Flag Deals.
Pages Jaunes Canada lets you search for any
business in your area. You can call straight
from the app, get directions and reviews.
One great feature is that it will give you the
current prices in a gas station and show you
where the cheapest one is on a map according
to where you are. Shopwise Canada allows
users to search and browse for bargains close
to where they are and show their location on
B C
a map. Red Flag Deals easy to use interface
enables users to search and browse for deals
– they only have to click on ‘Get The Deal’ to
Clothes Swap Party Health and Organic receive an email bearing the deal.
● Pure Shopping ● Social Shopping ● Shop & Go ● Custom Made ● Pure Shopping
Montreal’s Mile End is known as an influential Organic food store chain Rachelle-Bery has
bohemian, arts and craft neighbourhood, enjoyed an amazing growth since it opened its
sometimes compared to Brooklyn as first shop in 1984 in Montreal at the corner of
trendsetting. Some creative friends I have rue Rachel and rue Berri. It recently opened a
over there organise clothes swap parties. What 10,000 sq. ft. store in Boucherville, 60% bigger
makes it interesting are the rules. It’s a social than its city centre sister branches and meant
gathering where people bring clothes that to be in-between a local and a destination A. ‘Underground City’, a
mall complex connecting
they don’t think they’ll wear anymore. They supermarket. An interesting fact is that metro stations
pile them all together in a stack. Everybody is one quarter of the employees are qualified B. Montreal’s bohemian
neighbourhood Mile
welcome to search the stack and make a small advisers (i.e. naturopaths, herbalists, etc.). End is witnessing cool
personal stack of the items they’re interested clothes swap parties
in. If two persons are interested in the same C. Rachelle-Bery healthy
and organic chain stores
items (and have equal personal stacks) they provide expert advice
have to take turns performing a fashion D. Pages Jaunes, one of
the most popular apps
parade with the item and the participants will to find local business
vote on who it fits best and should keep it. information

Scout City Region
Pieter Colpaert New York North America
Dissolving
Boundaries
Most Americans are used to shopping in
massive supermarkets and big shopping
malls.
New Yorkers go shopping in smaller local
supermarkets and individual, often flagship clothing store
A
stores. Younger people and especially people
with busy professional schedules do their is no longer just
grocery shopping online. Websites like
FreshDirect or soap.com can usually get your clothing store,
goods to you in less than 24 hours. In many
cases they offer free delivery and are even in most stores
cheaper than the supermarkets in Manhattan,
which often have ridiculously high prices due you’ll also be able
to their location. However, at the same time,
farmers markets with fresh produce have to buy books,
gained a lot of popularity in the last few years,
especially in more gentrified neighborhoods. music, accessories,
Pop-up stores and events are more popular perfume, gadgets,
than ever, especially with established stores
opening up pop-up shops for flash sales or jewellery…
concept stores. This trend is even followed
by restaurants and bars, with open-air pop-
up locations in summer. One of the most
remarkable things in the last few years is
that the barrier between shops seems to have
disappeared. A clothing store is no longer just
a clothing store, in most stores you’ll also
be able to buy books, music, accessories,
perfume, gadgets, jewellery, and more and
more stores now include the ‘experience’
element.

Daily Deal Inspirations A. Urban Outfitters’
concept store Space
● Made in… ● Custom Made Ninety 8, a place for
multiple experiences
B. Fresh and organic
LivingSocial is a website where you can buy grocery chain stores
products as well as ‘things to do’ for your city. Whole Foods keeps
It helps you to save a lot of money on things up a luxury image
C. Amor Y Amargo bar
such as spa, gym, theatre, comedy, sports shows consumers how
and wellness but it also sells other items like to make bitter cocktails
D. Story concept store
decoration, electronics etc. One innovative organises by themes
item is the Daily Gem, a flash sale where you their items for sale
A
can get an item at an additional discount for
just a few hours. It is also quite innovative
because it deals not only with chain stores
Experience Store but mostly with smaller, local places, and you Diversified Book Experiences
● Buying Sensations ● Shop & Go are able to find deals very close to your exact ● Shop & Go ● Custom Made ● Buying Sensations
location. They also sell a lot of coupons, where
Space Ninety 8 is an Urban Outfitters concept you pay US$20 for example, but get to spend Strand Bookstore sells new, used, rare and
store in Williamsburg which offers the classic U$50 – which is a good way for certain, local antiquarian books. They are innovative as a
Urban Outfitters clothing, accessories and stores to bring new clientele into their stores bookstore because they have several tables
gadgets from different hip brands and instead of selling actual, physical goods. organised according to themes, tables with
largely focuses on a young demographic. books curated by authors or celebrities and
However, it also has a larger than normal hand-written recommendations by their staff.
record and book selection and a section called To battle online sales, they also have tables
The Marketplace, which offers clothes and where they display books that are ‘cheaper
accessories by Brooklyn based artists and than Amazon’ or ‘cheaper than e-books’. They
fashion designers. It has a basement which also sell a wide range of merchandise with
functions as a pop-up shop for different their Strand logo – backpacks, tote bags,
brands, a bar and restaurant, and the top floor bookmarks, pens, notebooks, etc. – and
is completed with a rooftop space. This all some literary novelty gifts. To add to the
functions within the trend of making shopping ‘experience’, they offer not only the standard
more like an experience – being more than lectures and Q&A’s but also special activities
just a clothing store, but a brand with an like literary speed dating and literary-
image that includes all these things. themed mixers.
C
Bitter Love
● Custom Made ● Buying Sensations
● Pure Shopping ● Made in…
Amor Y Amargo is a bitters bar in the East

Village, very small and cosy. The bartenders
who work here are extremely savvy about
their drinks and make custom cocktails with
their special bitters. It also has a store where
you can buy supplies to make your own
B D
cocktails, books, as well as their specialty
bitters. They also offer classes where you can
learn to mix your own drinks, but also get a
Fresh Luxury taste of the history and background of their Concept Store
● Pure Shopping ● Buying Sensations bitters. It is another example of the synergy ● Shop & Go ● Buying Sensations
that stores/bars/restaurants try to provide:
Whole Foods is a store that has built an image you get the full experience, where you get Story is a concept store in Chelsea. It is a
of providing local, organic, ethical food and to try out the product, buy it, learn to make boutique store with a lot of random and
goods. They detail their efforts of supporting it yourself and get to know the background/ quirky gift items. What makes it unique is
sustainable agriculture and giving fair prices history behind it. that it has rotating products: the items they
to farmers with informational posters and tags have for sale are organised around a certain
in the store. It keeps up its image as a luxury theme which changes every four to six weeks.
store with fresh, organic and specialty foods, Interactive Fashion They describe themselves as: “Story is a
informing the costumers of the background of ● Shop at First Sight ● Smarket retail space that has the point of view of a
their produce to compete with online retailers magazine, changes like a gallery and sells
like FreshDirect. They also have a buffet Kate Spade ran an interactive storefront things like a store”.
where you can buy prepared food (per lbs) – display in 2013, partnering with eBay. At
which is very popular and also a smart way of four locations in New York, they had large
marketing the produce they sell. touchscreen displays previewing clothes by
using model photos. Shoppers could purchase
items right on the sidewalk and have their
items delivered within one hour.

Scout City Region
Emily Iseman Toronto North America
Small is Big
Traditional shopping happens in a

variety of ways in downtown Toronto.
From large and established stores A prominent trend in Toronto at the moment
concentrated in retail districts or malls to is all of the small scale merchandising that
more local and independent businesses goes on. Sometimes cafes will retail a small
based outside of the city centre. The more assortment of pantry items – even locally
affluent tend to travel further for particular made crafts – and established retail stores will
goods, whilst people who rely on public host pop-up markets to expose local brands or
transportation shop more locally at smaller throw events in-store, like a DIY tutorial night
businesses or the nearby large discount that also promotes merchandise.
retailers. These traditional shopping
behaviours are not getting pushed out, but
they are being overtaken in certain parts I n certain parts
of the city by independent, locally owned
businesses, pop-up shops, and weekly of the city and
markets. In certain parts of the city and for
certain types of shoppers, boutiques and for certain types
online purchasing are making big department
stores obsolete. of shoppers,
Local and ethical shopping are significant boutiques and
trends in Toronto. There is a heavy culture of
social consciousness so there is a big market online purchasing
for sustainable goods, retailers engaged in fair
trade and goods made by local sellers. There are making big
are also several local pop-ups every week:
farmers, craft and vintage markets. department stores
obsolete

Personal and Organic
● Made in… ● Pure Shopping
● Custom Made ● Shop & Go
Stasis Preserves is a typical neighbourhood

specialty food shop in Toronto. The store is
stocked with a small but deliberate selection
of high-end food goods. Almost all of the
products are either produced locally or are
from domestic farms and dairies. There is an
A
emphasis on organic and ethical products.
The staff on hand are highly educated in
food production and their suppliers, and will
Big Box Experience regularly engage with the clientele about the
D
● Buying Sensations ● Shop & Go information surrounding any particular item.
Some of the selling involves merchandising
The Eaton’s Centre and Loblaws are the typical special featured items in the centre of the
big box shopping experiences in Toronto. The store, offering samples for the clientele to Passionate Connoisseurs
Eaton’s Centre displays international brands try or making personal recommendations ● Buying Sensations ● Pure Shopping
in a large, centralised shopping centre and ● Custom Made ● Smarket
based on rapport, which is integral to a
Loblaws is a large Canadian owned chain neighbourhood business in the retention of a
grocery store. Frequented by all demographics, regular customer base. The Likely General is a small, independent
both have a big selection and competitive shop that sells an array of artful items,
pricing compared to smaller retailers and they with an emphasis on locally produced and
are usually more centralised, as opposed to designed goods. The aim of this store is to
embedded in residential neighbourhoods. I cater to lots of different shopping needs; a
would estimate that limited thought is put into pair of friends come in together, one might
the social and environmental consequences buy a soap and candle, the other leaves with
of shopping in these types of places, nor the home furnishings and a few small press
effect on the local economy. They tend to be greeting cards. It is important for the shop
extremely well kept to provide people with a owner to be passionate about all items for
sterile and predictable shopping experience. sale, to be able to inform potential buyers of
their value, production and effect on society
as well as endorse the merits of products with
little visibility or advertising to their name.
This particular shop has a back section where
they throw events, lead DIY tutorials and
launch products. Classes are held about once
or twice a month and can teach attendees a
wide variety of (often random) skills (i.e. silk
screening for paper print and making candles
tutorials). They are very intimate and low key
as they can only accommodate up to 8-12
people. Usually people have to pay a small fee
to take part but they get to take home their
B C
own creations.
Pop-up + Entertainment Search and Shop

● Shop & Go ● Pure Shopping ● Smarket ● Custom Made
● Buying Sensations ● Custom Made
Developed in Toronto, GroceryCo is an app

The Night Market is an ongoing group pop- which gathers the content of websites like
up event, thrown in different places around Metro, Loblaws, Food Basics, No Frills and
the downtown neighbourhoods. It features Sobeys to collect all the ongoing sales in
vendors of all sorts: craft, vintage, artisanal their regularly updated mobile database.
food, etc. These are largely online based This makes it possible for users to search for A. The Eaton’s Centre
and Loblaws,
businesses, without enough capital and specific items and find out about the best the typical big
local market to have a storefront, and so deals available in Toronto. Users can also box shopping
supplement online sales with pop-up events. search for specific stores only or for stores experiences
B. Stores and
Usually advertised through social media and in their nearby area to narrow down the entertainment in
attended as more of a recreational event than search results. one place at Night
Market pop-up event
a necessary shopping trip, they often include C. GroceryCo mobile
some form of entertainment like live music. app provides
Here, buyers can be exposed to and become information on
supermarkets the
familiar with small brands, and talk directly best deals
to the people behind the goods – a lot of this D. Eclectic store Likely
General organises
shopping experience and selling relies on word tutorial and DIY
of mouth. classes events

Thanks to
Our Contributors:
Amazon, Google, Microsoft,
Kantar Retail, Linio, Order Dynamics,
Walmart, Punta Carretas, Al Yasra Group,
We Are Pop up, Perry Court Farm
Future Foundation for the contribution

to our Scout Network
The Mindshare
Global Network:
Julian Ireland, Sam Reid, Nicky Owen,
Rabih Soueidi, Marco Quartucci,
Zeenah Vilcassim, Hector Neil-Mee,
Amy Keaney, Tom Morgan, Eleni Danika,
Julia Brizi della Rosa, Kirsty Toomer,
Karen Saba, Mai Mackey, Yousef Muna,
Yasemin Worrall, Mary-Ann Swanepoel,
Hadi Jawad, Rollo Millership, Davide Melli,
Adam Palczewski, Josefina Kaplan,
Romina Furci, Florencia Trigo, Ariel Pelliza,
Barbara Degastaldi, Adriana Vigil,
Juan Manuel Alvilares, Fernanda Gutierrez,
Soledad Alejandra Granelli, Victoria Iviglia
And the Mindshare

Culture Vulture team:
Global and Europe North America
Victoria Cook Mark Potts
Rita Ibarra Alexis Fragale
Latin America Asia-Pacific

Matias Galimberti Deepika Nikhilender
Ana Stramucci
We would love to hear what you think

and what more you would like to know.
So, please do contact us at:
culturevulture@mindshareworld.com

MINDSHARE WORLDWIDE
Central Saint Giles
1 St Giles High St
London WC2H 8AR
United Kingdom
T +44 (0)20 7969 4040

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CULTURE VULTURE

CULTURE VULTURE EDITION 6 – SHOPPING 1

2 CULTURE VULTURE EDITION 6 – SHOPPING

World APAC Europe Latin America North America

CULTURE VULTURE EDITION 6 – SHOPPING 3

Culture informs media and media

4 CULTURE VULTURE EDITION 6 – SHOPPING

CULTURE VULTURE EDITION 6 – SHOPPING 5

Personalisation from beginning

CULTURE VULTURE EDITION 6 – SHOPPING 7

Personalised and dynamic pricing Implications for brands

Loyalty cards are also being used by retailers

8 CULTURE VULTURE EDITION 6 – SHOPPING

Nordstrom’s Top Pins different shop or company because of poor

Metro&Moi Portal and

Morrisons Match & More 42% feel positive

personalisation ‘is The Economist Intelligence Unit Report, 2013

CULTURE VULTURE EDITION 6 – SHOPPING 9

Shoppers are looking for

he power and ubiquity of Extra moments Multichannel experiences

CULTURE VULTURE EDITION 6 – SHOPPING 11

Rich entertainment Implications for brands

12 CULTURE VULTURE EDITION 6 – SHOPPING

Hellman’s Recipe Cart

 indle Fire HDX Tablet

 anadian Olympic Team

EMI/Mosaic EventTrack 2014

CULTURE VULTURE EDITION 6 – SHOPPING 13

Looking for deals can

CULTURE VULTURE EDITION 6 – SHOPPING 15

 eople love the

16 CULTURE VULTURE EDITION 6 – SHOPPING

Coca-Cola’s dancing game

Coca-Cola Chok App

 uane Reade Ingress app

Domino's Pizza Hero app In 2015 it is predicted

Argos’ Get Set For Bubbles’

 ipp-Ex’s Social Book by

CULTURE VULTURE EDITION 6 – SHOPPING 17

The temptation of attractive

isual experience has Design in everyday products Augmented reality

CULTURE VULTURE EDITION 6 – SHOPPING 19

Virtual mirrors and screens Implications for brands

20 CULTURE VULTURE EDITION 6 – SHOPPING

54% of internet users

have posted original

 oogle Glass apps Chrystal

L’Oreal Make Up Genius

300 hours of video are elsewhere online.

every minute. 52% of consumers are more likely to make

Forrester Research, 2014

CULTURE VULTURE EDITION 6 – SHOPPING 21

Shopping choices driven by trust

CULTURE VULTURE EDITION 6 – SHOPPING 23

Transparency and real stories Implications for brands

Inspiration & Innovation

24 CULTURE VULTURE EDITION 6 – SHOPPING

Trader Joe Philosophy 52% made at least one purchase in the

Jumbo Dutch Supermarkets

 over Girl ‘Get Your Game

Wonga loans written-off

The OpenLabel Project

Expectations of corporate responsibility

Hellman’s Recipe Cart

indle Fire HDX Tablet

anadian Olympic Team

eople love the

Coca-Cola’s dancing game

uane Reade Ingress app

Argos’ Get Set For Bubbles’

ipp-Ex’s Social Book by

oogle Glass apps Chrystal

Jumbo Dutch Supermarkets

over Girl ‘Get Your Game

Nordstrom’s Point of Sales

Bitcoin virtual money Globally, as many

Amazon, same day shipping

Best Buy pick up in store

Ebay physical experience

Adidas giant shoe-box

lobetrotter Cologne store

I kebukuro Parco Wearable

ouse of Frasier’s Find Your

Benefit’s Glam Up & Away

to organic –– P roduct testing and review site for

tylehive shopping social

rowdstorm social shopping

pril Fair in Sevilla, music,

odCloth online/app vintage

WRAP (Waste and Resources Action Programme),