In 2020 and into 2021, technology was a crucial enabler that allowed life to continue as normal as possible in the midst of a global pandemic. With increased digital reliance, however, has come more consumer control than ever before with people exercising increased power over the experiences they pursue and those they reject.
For brands, this means continuing the quick adoption of digital platforms. These brands will find 2022 to be a transition year where they put into place the tools necessary to give consumers the types of experiences they’ve come to expect.
Brandon Ashcraft, VP Engineering & Chief Architect
Cloud adoption will accelerate, differentiate.
From a technology standpoint, expect an acceleration of cloud adoption, which will be at the top of many companies’ priority list in 2022. Expect to see greater competitive division between people who do it successfully and those who stumble or fail to execute.
Additionally, businesses will focus on “feeding” ML and AI. When it comes to developing machine learning and artificial intelligence, consistent and readily available sources of data are critical. The more sources and streams, the better the experience will be.
The result of lining up these new tools and platforms is greater personalization for customers. The ability to create and deploy the immersive, personal experiences customers crave will determine who wins and loses as platform use becomes every bit as important - or more important - than in-store experience.
Mike Welsh, Chief Creative Officer
To collect and keep data, membership (not “loyalty”) will be the goal.
In the not-too-distant future, not owning your own data will cease being a thing. Outsourcing data will continue to be less common, so companies are going to create or enhance programs to keep their data pond fully stocked.
We usually refer to these initiatives as loyalty programs. I think the most successful companies will be the ones who focus less on getting that one extra trip through the turnstile and more on creating consistently great experiences that make consumers want to join and use regularly so your business can gleen the insights necessary to inspire true loyalty, not just influence short term transactions.
The digital transformation of the in-store experience will accelerate.
The convenience store of the future will look more like an Apple Store and less like a bodega. In 2022, changes in the retail market will drive progress toward the store of the future, both substantial and incremental.
The amount of “shovel-ready” programs in the new infrastructure legislation means more workers grabbing some combination of iced tea, water, coffee, or energy drink on the way to the job site and more customers returning to the physical, in-store experience. In the short term, technology and personalization have the ability to guide them toward their preferred items, and even alert them when there is only one of their preferred drinks left in the cooler.
In the more distant future, the application of facial recognition to the in-store experience could have transformative capabilities, like micro-personalization - the ability to guide people through stores in ways unique to their wants, needs, and habits.
There is so much available data to help anticipate what each individual wants, instead of serving what you’ve been told they want, and these emerging technologies will be critical in removing barriers and creating those personalized experiences.
None of this will be easy, and it won’t happen overnight, but look for more innovative, forward-thinking companies to dive in and get started.
Gaurav Devdutt, Head of Product Engineering
E-commerce live streams will boom.
Have you ever wondered what it would be like to create a Home Shopping Network that features only your brand, highlights only your products, leverages high-value influencers, and have the entire thing sent directly to your customers’ preferred device?
Good news! That’s basically what is happening as e-commerce livestreams gain popularity.
Top influencers are going to be at your favorite store on a Tuesday,live streaming their shopping experience and driving immediate online sales from their fans and followers. It might be on Instagram, Tik-Tok, YouTube, or even a brand’s own platform, like the Nike app.
There are a number of ways this can be executed, and 2022 is going to be the year we see those strategies come to life.
Do you want to make sure your business is ready and able to create digital tools and experiences that meet your customers’ high expectations?
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