2022 Retail Trends Worth Implementing: Part 2

Last month, we shared five retail trends to be aware of this year.

From payment flexibility to having a new vision for shipping and delivery, focusing on a healthy, effortless customer experience is vital.

In fact, according to a recent customer-focused report by Salesforce, 78% of customers are expecting businesses to improve. The global pandemic, environmental concerns, and efforts toward social justice reform all serve as catalysts for change.

In this post, we’ll share seven retail trends that connect to many of the hot-button issues facing our society, like sustainability.

We’ll also focus on leveraging existing constructs such as social commerce and technology like artificial intelligence (AI) and augmented reality (AR).

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1. Sustainability is significant.

Shoppers are getting more educated about sustainability and are expecting the brands they support to follow suit.

Here are some ways you can answer sustainability concerns:

Poll your shoppers: Find out what they care about most and look for ways to meet those needs. For example, if a large segment of your customer base wants recyclable packaging, look for ways to answer the request.
Examine your business: What ways can your business reduce its environmental impact? End-to-end sustainability, from the warehouse to the consumer, is becoming essential. It lets your shoppers know that you are a responsible brand seeking ways to protect your staff, use energy efficiently, and become more resilient.
Toot your own horn: Maybe your business is already engaged in initiatives for reuse, upcycling, recycling, and the like. But, do your customers know? Start a content campaign to let them know what actions you are taking to make the world a better place.

Not sure where to start? Hire a sustainability consultant or tap into events like the edie Sustainability Leaders Forum in London this March.

2. Don’t ignore voice assistants.

Voice assistants are everywhere — on smartphones, tablets, smart home devices, TVs…you name it. People are using them more and more to search and shop, with an expectation for voice shopping to hit $40 billion this year.

So, make sure your ecommerce site is optimized for use with voice assistants like Amazon Alexa, Hey Google, and Apple’s Siri. You can do this by:

Registering on Google My Business: Whether you have an online shop, brick and mortar store or both, this free resource can help shoppers find you. You can add photos, posts, special offers, and explain all about your business. Sign up here.
Including trigger words in your content: Words like how, why, free, where, and new are common when shoppers are searching for items. Incorporate them into the content on your ecommerce site such as product descriptions, as well as blog posts, FAQ pages, and on social media.
Answering shoppers’ questions: Structure your content to answer common questions with natural language that also uses trigger words. If a shopper asks, “Hey Google, where can I find the new Air Jordan 5 Racer Blue?” you need to answer that question in your content. It will improve your chances of being listed in the search results.

These are just a few strategies to consider. You’ll also need to make sure your site loads fast and performs well. Your SEO must be tight. There are also artificial intelligence (AI) voice search tools you can incorporate in your ecommerce store.

In short, you need a plan.

To hone the right approach, it’s best to work with your website team or hire a consultant to help you chart a course for leveraging voice assistant technology.

3. Don’t bypass the power of social commerce.

Are your goods available for purchase via social media? It’s definitely something to think about.

Social commerce is the phrase given to selling on social media platforms like Instagram and TikTok. There are tools and technology you can use to offer secure sales platforms, but to make it work you need to engage heavily with customers on social media to cultivate relationships.

If you have great images of your products or people enjoying your services, Instagram is perfect for visual marketing. If you have videos about how your products work, try YouTube.

It all boils down to your market and where they like to hang out online. Find the social media platforms that work best for your brand based on your loyal fans.

Consider these shopper-enhanced social commerce tools:

Facebook Shop: Did you know you can set up a Facebook store? You can also connect your existing store to Facebook to drive sales. Learn more here.
YouTube Browse and Buy: Google is working on a pilot program in select countries to enable people to purchase products featured in YouTube videos. Viewers can click on a shopping bag icon in the video that directs them to the product page on your ecommerce store.
Instagram Shopping: Instagram offers a way to engage with customers and offer your products for sale, securely. Learn how to implement Instagram Shopping and whether it is right for your business.
Pinterest Rich Pins and Buyable Pins: Pinterest offers enhanced pins that can lead shoppers to more information or enable them to buy from your store. Learn more about Product Pins.
TikTok Shopping: TikTok offers in-app shopping and continues to provide new ways for brands and marketers to reach shoppers in a meaningful way. Learn more about this social commerce revolution.

With social commerce you are shaping the purchase path, whether the shopper buys via social media or not. It’s a way to get even closer to consumers, by answering their questions and making it easy to get what they want.

4. Strive for a harmonious omnichannel shopping experience.

A smart business is one that offers multiple ways for your customers to interact with you. You might have an ecommerce site, a brick and mortar store, or a mobile selling location such as a portable kiosk or truck. You might have all of the above.

What about your social media pages, blog, or e-mail newsletter?

You can “touch” shoppers in so many ways. Just be sure to have a synergy between every customer touchpoint.

Here are four tips for creating a frictionless omnichannel experience:

1. Offer identical payment options on all channels.

Doing so takes the guesswork out of payments. Shoppers know that they can use the same payment methods whether they buy online or in-store.

If you have an omnichannel retail footprint, Splitit is optimized to handle your buy now, pay later payment option. With solutions like Splitit for Ecommerce, Splitit Plus, and Splitit InStore, you can customize your shopper’s experience.

And, best of all, we let your shoppers stay your shoppers—like it should be. Our BNPL service provides a superfast payment experience for the quickest, easiest checkout experience possible.

2. Make customer feedback a priority.

If you’re not already gathering feedback, you should be. You’ll get data that can help improve your bottom line. And, you’ll show customers that you care about their experience at every turn.

You can gather data from emails, surveys, focus groups, and digital channels. You can even invite them to test out products before they hit the market — Hasbro FunLab has been doing this for years!

3. Provide easy access to inventory data.

Walmart uses technology that invites shoppers to search for products online and see exactly what aisle it’s in at their local store. Amazon shows shoppers in-stock items and also products that are running low.

If you have physical products, invest in technology that helps your shoppers find what they need without hassle.

4. Know your customer.

Customer experience is key to making it all work. Gather data on their preferences, past purchases, and shopping behaviors. That way, when you connect, you won’t sound like a stranger. Check out the latest State of the Connected Customer report from Salesforce.

These ideas are just the tip of the iceberg. There is so much more you can do to engage your shoppers, no matter your budget.

5. Brick and mortar redesigns are in.

Although some shoppers are still wary of shopping in stores, you can do your best to make them feel safe when they decide to come back.

Launch options like:

Contact free payment terminals
Self checkouts
Socially-distanced shopping spaces
Mask and hand-sanitizing stations
Price check stations
Commercial air purifiers

Make it clear what measures you are taking to make the environment safe, such as using UV lights, air sanitizing sprays, and periodic cleaning of shopper spaces.

Be sure to place signage that explains your stance on keeping shoppers safe before they enter your store. You can repeat this information on your different channels as well to avoid confusion.

6. Don’t sleep on AR, AI, or machine learning.

Get educated on artificial intelligence (AI), augmented reality (AR), and machine learning. If used correctly, each can offer benefits and positively impact your customer’s journey.

What is AR?

It’s a 3D technology that creates a unique, visual experience. Most often it is accessed via smartphones, tablets, or any screen-based device. Some businesses may use special goggles to engage customers in AR.

While it can serve many functions, in retail, it’s a way to help your shopper visualize and experience your products or services in an environment of their choice before making a purchase.

For example, some retailers use AR in their apps to give you an idea of how shoes would look on your feet or make up on your face. Some show you how furniture would look in your home, by allowing you to place the furniture in different areas to see where it fits best.

You can also determine if the style and color are a good match, making your purchase more sure and reduce or eliminate buyers remorse. It’s try-before-you-buy technology that people can use at their own convenience. It puts the power in their hands.

What is AI and Machine Learning?

AI leverages the help of a robot or computer to complete tasks that mimic human intelligence. For example, a chatbot is a form of AI. It allows a shopper to interact with your brand even outside of customer service hours.

Machine learning goes hand-in-hand with AI. It’s like an offshoot of AI that involves using data and algorithms from AI tools to “learn” customer behavior.

Tools like Google Discover use AI and machine learning to study a person’s search history and produce a feed tailored to their interests. Yoast explains how to get your content featured.

But you can use AI in so many ways to benefit your retail business. Check out these two Amazon use cases to get an idea of how the ecommerce giant uses AI.

Here are some resources to help you learn more:

If you have the budget, one of the best things you can do is hire a consultant to help you determine where you can use AR, AI, and machine learning in your business. Even if you can’t implement these technologies now, it’s a good investment for the future.

7. Don’t forsake DEI

Diversity, equity and inclusion (DEI) should be a top concern going forward. It impacts your employees and shoppers. Representation is a must, and it can transform your business from the inside out.

For example, retailers like Peloton, Ulta, and Old Navy are featuring collections to honor Black History Month this year. There are so many ways you can include and support people from all walks of life in your retail business.

If your business has not taken time to build a DEI strategy, it’s time to get to work.

Here are a few things to consider as you craft your initiatives and DEI goals:

Hire a DEI consultant: An expert can help you streamline your efforts. You can start with an assessment of your work culture and you can even poll your customers. It’s valuable to understand how your business fares with representation.
Enlist DEI content writers: Update your marketing content by working with professionals who specialize in writing about diversity, equity and inclusion. They can help augment your existing content strategy with their knowledge.
Implement DEI training: Hands-on training can be a great way to integrate your message into your work culture. It can be a launchpad for creating the standards and practices you want your business to be known for.
Create an internal DEI handbook: Having a specific handbook or a dedicated section in your existing employee resources eliminates confusion about where your company stands.

No matter how you begin the DEI conversation, include all stakeholders. Gathering feedback from all of the populations you serve will prove valuable as you forge ahead.

Final Thoughts

Now, and perhaps more than ever, businesses must dig deeper. Staying aligned with what shoppers want is essential — and it goes beyond the endless aisle or breaking decision fatigue.

We encourage you to make time to educate yourself and your teams on the retail trends in this post. Find ways to implement them that make sense for your business and shopper base.

You’ll never regret keeping your finger on the pulse of what’s next in retail.