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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
8 ANNUAL REPORT 2014Deutsche EuroShop SHOPPING S o how will we shop tomor- row? What will people want in the future? What will their needs and desires be? How does communication need to be devised to ensure its success on the market? How can retailers ap- peal to shoppers’ senses, how can their desire to shop be aroused? Will customers continue coming to pe- ruse retailers’ shelves or does online shopping’s swift ascent herald the end of bricks-and-mortar retailing? Trends, forecasts and expert opinions on the future are ten a penny. Yet past mistakes made by renowned experts show just how unreliable predictions of this nature generally are. In 1995, for instance, cally change people’s day-to-day lives, these eight alternate scenar- ios reveal that there is not just one – right – way to reach the customer of tomorrow. There will be critical consumers who couldn’t care less about status-oriented brands. For them, only value for money will count. Others, value-oriented cus- tomers, will demand new business models because they would rather rent products than buy them. Still Bill Gates claimed that the Internet was just a passing fad. Unlike trends and forecasts, sce- narios do not predict any one, right future. EHI chose this approach be- cause it describes other conceivable situations in the future based on an intermingling of the most impor- tant key factors. Consumers’ values are just as much a part of this as their media usage, shopping behaviours and brand loyalty. Scenarios are not a strategy, rather the result of a team effort. Working together with leading marketing experts from the areas of retailing, media, and service provid- ers, EHI has come up with visions of the future which bring the living others, cyber window shoppers, be- gin and spend much of their shop- ping journey in the digital world be- fore finally stepping foot into a store where they then seek out advice from digital information systems. Sensual shoppers, on the other hand, love their brand and theat- rical stagings on the sales floor. In this “Kiss me, touch me, seduce me” scenario, competitive prices leave these customers cold. They warm up to interactive shopping expe- riences, however, in bricks-and- mortar stores in particular but also online. Their shopping experience revolves around sensual stimuli – feeling, smelling and trying prod- ucts out. Brand victims love their environments of tomorrow’s con- sumers to life and has deduced what consequences these will have on re- tail communications between now and 2025. While 2025 might sound like some far-off age of cyberspace where bricks-and-mortar stores can only be found in a museum, it is actually just eleven years away. And despite the fact that we all agree that digitalisation will dramati- The Internet is ubiquitous and just how signifi- cantly it changes our everyday lives is something we experience first-hand on a daily basis: a quick look at our smartphones tells us whether or not our train is running on schedule, while scanning the QR code on a bottle of red wine helps us find out more about a vintner and lets us access cou- pons which we can then redeem at the check-out. We have been straddling these two worlds – both online and offline – for some time now. Our day- to-day communications and shopping activities are being shifted online and the Internet is be- coming an integral part of our everyday lives. » Cyber browsers, pleasure shoppers, brand victims, bargain hunters… consumer behaviour and living environments are becoming increasingly important. How will we shop tomorrow? Types of shoppers in 2025