Technology and sustainability will increasingly influence shoppers’ spending habits over the next five to 10 years, according to new research commissioned by Coca-Cola Enterprises (CCE).
The store of the future report, carried out by IGD, predicted that the smartphone will become the future ‘remote control’ of consumption, enabling customers to purchase and interact with brands both in the home and in-store. Shoppers will increasingly be able to compare prices between online and in-store, while social media will grow in importance as shoppers seek advice before purchasing more than ever.
Sustainability will become more important as shoppers demand information on provenance, traceability, and environmental and social impact. The report also predicts that shoppers will demand more personalisation, expecting communication, promotions and deals to be tailored to their individual values and needed.
The findings are based on extensive research and interviews across the grocery industry.
Joanne Denney-Finch, chief executive, IGD, said: “There’s no single model for the store of the future. Each retailer will adopt a different approach, tailored by location, the demographic mix of the customer base and the particular needs each store attempts to meet.”
The report identifies three scenarios for the future store - the connected store, the Green store and the shopper-centric store, none of which are mutually exclusive.