Top 3 Retail CX Trends for 2022
The future of retail is more human and more digital. Customer experiences continue to be a brand’s most valuable currency in 2022, with a values-driven CX approach shaping the trends for the industry as we head in this new year.
The relationship between brands and their customers has radically changed, creating an amazing opportunity for retail brands to really understand their customers. The companies that learn and adapt quickly to the constantly changing landscape will succeed — now and in the future.
So how can you build on this momentum as consumers' expectations continue to evolve?
Below are three trends that will help retail brands secure a CX-led competitive advantage in 2022.
Mobile-First Technologies Will Increasingly Enter Physical Settings
The future of retail is digital-first. Consumers are becoming more and more comfortable with the use of digital for everything in their lives, and because of that you’ll see top brands embracing a more touchless environment. You’ll see more mobile-first technologies such as RFID, mobile apps and mobile-driven touchless displays be an important next step to ensure customer safety, convenience and comfort while in brick-and-mortar environments.
With 38 percent of consumers planning to use a mix of both online and in-person shopping in the future, this provides opportunities for retailers to get the most out of their data and insights, as the digital and physical worlds intertwine and become seamless.
An Evolution of Product Companies Into Lifestyle Brands Through Values-Driven Experiences
In today’s competitive retail environment, there’s often little differentiation between products. As a result, brands need to set themselves apart with exceptional customer experiences. Customers are no longer focused only on the product; rather, they want to buy into the values and lifestyle they want and the people they want to become.
COVID-19 has pushed brands to accelerate the evolution in their use of digital technologies by more than five years. Digital now becomes front and center, including leveraging data to truly understand customers and their entire journey, agile content delivery, identifying innovative technology solutions to drive engaging customer experience, and overhauling legacy technology platforms to support this evolution.
Delivering unique, highly personalized experiences that inspire an emotional connection with customers can drive up brand loyalty — and the bottom line.
Everyone is a Direct Competitor in the Experience Economy
Consumer attention spans are shorter (you have about eight seconds) and the choices are infinite. Brands are fighting for a piece of the customer’s attention, and they’re comparing your brand against the best digital experiences from the most customer-centric brands today, like Netflix and Uber.
In 2022, retail brands will be focused on the convergence of technologies to create the CX everyone is looking for. Brands need to start looking outside the metaphorical box for inspiration, with customer needs serving as the North Star.
Values-driven experiences are the ultimate differentiator and will help shape the retail landscape in 2022. Customers are selecting the brands they interact with based on the comprehensive experience and how that experience genuinely makes them feel. The retail leaders that deliver human-centric and exceptional CX by implementing the technology that allows for personalization and scalability will ultimately succeed and remain relevant.
Scott Wassmer is general manager, Americas, at Appnovation, a full service digital consultancy specializing in the design, development and support of engaging user experiences.
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