"Anyone who wants to keep up with technological change and benefit from it must act with foresight and have the drive to implement new opportunities. The future of shopping is already underway and is evolving ever faster through continuous technological impulses," summarises Silke Pfeiffer, Director Multimedia und Data Consumer Goods Fairs at Messe Frankfurt, reflecting on expert statements on the industry portal Conzoom Solutions. On the industry hub of the consumer goods fairs at Messe Frankfurt, experts provide valuable insights into the trends, technologies, and concepts that are revolutionising modern retail – as in an increasingly digitalised world, online and offline experiences are merging ever more strongly.
This includes hybrid shopping behaviours as well as innovative retail concepts that combine technology and creativity – such as Future Retail Stores, Concept Stores, Augmented Reality (AR), or the Metaverse. As interactive formats have an impact on various levels and engage customers in multiple ways, a deep understanding of buying behaviour, decision-making processes, and emotional attachment is essential for forward-thinking retailers.
New technologies and visionary concepts
The Future Retail Store format combines physical presence with innovative technologies, offering retailers new opportunities for product presentation. Customers can discover a wide variety of products and variations, explore them interactively, and try them on individually. For example, products can be viewed in 3D on screens, experienced immersively in Virtual Reality, or tried on virtually using Smart Mirrors. Elements such as dynamic lighting or an exciting store design create an engaging shopping experience, while features like cashier-free self-checkout and AI-powered product recommendations make the shopping process seamless and personalised.
"The so-called 'Future Stores' on London’s Oxford Street, a pioneering, technology-driven, and highly immersive concept store where various brands are presented as pop-ups, impressively demonstrates how interactive and personalised elements encourage visitors to stay longer and create emotional connections – an ideal foundation for purchasing decisions," explains Silke Pfeiffer. To promote the implementation of innovative and future-oriented concepts, numerous initiatives in Germany (e.g. the Rid Foundation in collaboration with Fraunhofer IIS) and at the European level (e.g. Horizon Europe and the European Innovation Council) are specifically supporting research and development in the area of Future Retail. The goal of these initiatives is to scientifically accompany selected retail companies in implementing digitalised business models and innovative concepts. In particular, owner-managed, medium-sized retailers are to be strengthened and made future-proof through the opportunities offered by digitalisation, according to the "Future Retail Store" project by Fraunhofer IIS.
Concept stores place even greater emphasis on the psychology of shopping, creating unique retail experiences through careful staging. These specially designed stores bring together various product categories under an overarching concept or brand world. Storytelling plays a central role: products are not only displayed but embedded within a well-thought-out narrative, visually staged, or made individually experienceable through personalisation. "By emotionally engaging customers, a deeper connection is formed with the store concept and the presented brand worlds, which can long-term and sustainably influence their purchasing decisions," explains Silke Pfeiffer. Exclusive consulting services, interactive activities, and creative visual merchandising can further enhance this sense of exclusivity.
Retail in transition: Why innovation is crucial now
By using AR and the Metaverse, retailers can unlock new dimensions of shopping that go beyond traditional presentation methods. AR enhances the physical world with digital elements, while metaverses create an entirely virtual world. Customers have the opportunity to experience products in 3D without having to enter a physical store. The possibilities are virtually limitless, such as experiences like virtual fashion shows. According to Statista Advertising & Media Market Insights, global revenue in the e-commerce sector through the Metaverse is expected to reach nearly €200 billion by 2030, while the gaming sector will see almost €150 billion. Sectors like health & fitness, the workplace, and education are also playing an increasingly important role.
The consensus among the experts on the industry portal Conzoom Solutions is clear, says Silke Pfeiffer: "Retailers must not only adopt these forward-thinking concepts but also creatively develop and reinterpret them in new ways. Especially Generation Z and Generation Alpha, who are accustomed to visually appealing, interactive, and target-group-specific content through social media, expect a seamless connection between digital experiences and their shopping behaviour."
Background information on Conzoom Solutions
Conzoom Solutions is the industry hub of the consumer goods fairs at Messe Frankfurt, specifically for the international consumer goods trade. It provides the latest news on the consumer goods market, insights from experts, as well as trends and product presentations. As an industry partner for retail, Conzoom Solutions offers an overview of industry events, connections to international manufacturers, and information on ordering options.
Background information on Messe Frankfurt
Press agency: euromarcom public relations GmbH, team@euromarcom.de, www.euromarcom.de, LinkedIn