Shopping in the future will be smarter and easier. In 2030, even public space will have become a consumer zone.
Online, offline, mobile. The customers of tomorrow want a shopping experience which is as seamless, and even limitless, as possible posits the renowned Zukunftsinstitut in Frankfurt, Germany, in its study entitled “Salestrends”. Even today, the boundaries between the real and digital consumer worlds are noticeably blurred. By 2030, the entire world will be one big shopping centre where people can shop at any time, instantly and everywhere. It doesn’t matter whether the desired article is in a shop window, advertised on a billboard or a video wall or is located somewhere in the real world – in the future, anyone who is inclined to buy will quite simply be able to take aim with his smartphone, confirm the purchase with a click or a movement of the hand and the object of his desire will automatically be delivered to his house.
On the other side, technologies which have finally come of age, such as mobile location-based services or “augmented reality”, offer a personalised shopping experience: in shops, customers are shown entirely personalised prices which are determined by their loyalty discount, or they are informed as to whether a certain product is suitable for them as diabetes or allergy sufferers or competitive athletes. When passing by a shop, it will automatically send a voucher or a product recommendation to their smart device. This device might be a smartphone, data glasses, a watch, a bracelet or other so-called “wearables”.