2011 Opportunities are Going Fast

Since store displays of Christmas items began showing up well before Halloween I thought I could start looking ahead to consumer trends in 2011, at least as they relate to customer experience issues.  One can’t be too early these days….

Global product and market research company, Mintel has compiled a list of 9 key consumer trends for 2011.  To keep this brief and thought provoking, I will focus on only three and highlight aspects of each.  As you read these trends, you may want to think about the customer experience opportunity each trend predicts for your business.  According to Alexandra Smith and Richard Cope the authors of the Mintel report:

“For brick and mortar retailers, discounting is a no-win battle against the internet. In the US, 35% of consumers say their choice of store is determined by special offers or discounts. In 2011, brands need to offer more than just retail, and be a venue, not just a shop. Exclusivity and environment may be key aspects to engage consumers with real life, not virtual, shopping experiences.

With smartphones becoming the dominant mobile force, Quick Response and app technology will provide portals into unique experiences and improve our quality of life. In the US, sales of smartphones grew 82% from 2008 to 2010. As consumers are empowered, 2011 will see people take a deeper interest in where they are. Geography and status can be redefined through retail, presenting brands with an opportunity for increased location based services, promotions and solutions.”

In an ever more digital era, automated technology machines are replacing people, creeping into new territories, including hospitals, libraries, pharmacies and the home. 2011 may see certain jobs permanently displaced by technology, including service jobs, not just manual or factory work.”

So looking ahead:

How will you integrate the human and the technological into your service experience?

What will it take for you to make your business an experience “venue” not just a store or office?

What location based solutions or services will you offer?

In the words of the advertising folks, “Hurry fast these opportunities won’t last long…”