The Next Place to Grow
Pockets of growth abound in every economy and marketplace, particularly in times of rapid technological change. New spaces matter more than ever nowadays.
AI is upending the shopping journey, but at the same time, AI is opening new touchpoints. AI shopping assistants stand between brands and consumers, but they are also a new avenue for brands to get in front of consumers.
The same is true of retail media. Consumers value on-site information and guidance, especially for deals. Precisely targeted engagement matters, but brands should deepen in-store engagement to build equity not just boost conversion.
Consumers also want brands to think differently. Lifestyles are changing, with more households in need of connection and support, so brands should deliver social capital as a benefit and step up social innovation.
The volatility that saturates the marketplace today is turning people away from the world at-large and more toward things focused on their own needs. People are looking to escape, so they are shifting attention and preferences to new spaces that can deliver shelter, indulgence and intimacy.
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