#tenyearschallenge consumers change, brands change and retail changes

The arrival of 2019 has brought a new trending topic or hashtag: #tenyearschallenge.
Social media users have taken up the challenge to show their friends, contacts or followers how much has changed for them over the past ten years. However, time seems not to have just passed for people, just think of the crazes for sharing and selfies: ten years ago, the iPhone at the time was the 3GS, which had no front camera and used a 3G Internet connection with much different reaction times from the current 4G (even 5G in some cases). Online shopping was definitely not commonplace, if anything it was an experience or an adventure which most people were deeply sceptical of.
Thanks to advances in technology, everything has now changed in 2019. We can share anything using 4G, while any time is great to say “first, let me take a selfie!” and going shopping in store now seems a “vintage” habit.
Shopping has changed shape. We’re no longer happy returning home after a shopping spree loaded with bags: we want to share photos of stores, check prices and buy directly online.
While up until recently all this would have seemed like it could spell the end of Retail, advances in technology have instead proven to be a very important ally for any major brands that have been able to seize this opportunity. Thanks to the technological evolution, Brands have been able to understand consumers’ needs, habits and interests, reversing and therefore changing future prospects. It seems that technology and Retail need each other to be able to meet consumers’ needs. For example, let’s take two shopping giants: Zara and Amazon. The first, the quintessential fast fashion Retailer, opened its first temporary concept store in London a year ago now. Here, you can touch and look at the clothes, but you cannot buy them (unless via your smartphone) or try them on. The second, Amazon – the undisputed leader in online shopping – has opened its first brick-and-mortar stores. These experiential supermarkets combine the advantages of online shopping (speed and convenience) with those of in-store shopping (product choice and checks).

Things have changed in ten years and an alliance has been formed between the tangible and virtual worlds.
Consumers have learned to buy items of clothing, electronic devices and much more online, but they still love to choose the best apples in the crate at the supermarket.
However, considering where we started from ten years ago, there is every reason to think that this “limit” could also be surpassed and we cannot wait to see what changes the 2029 #tenyearschallenge will show us.
Want to know more? Read also Artificial intelligence in customer experience

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