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    "result": {"data":{"contentfulComposePage":{"title":"The New Customer Journey","seo":{"title":null,"description":"Shopper behaviours have changed but will we notice the impact this holiday season?"},"content":{"author":"Shanae Vander Togt","publishDate":"Oct 24, 2019","updatedAt":"Jan 18, 2022","content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Shopper behaviours have changed but will we notice the impact this holiday season? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"It may seem too early to start thinking about it, but the holiday season is upon us and retailers and REITs are in full swing preparing for consumers and the next wave of purchasing behaviour.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"We have previously discussed the evolution of the shopping mall and how it has changed over the years, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"both in purpose and in physical space\",\"marks\":[{\"type\":\"underline\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\". This is largely in part due to the changing consumer behaviour trends in conjunction with the rise of digital.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Consulting firm McKinsey has gone so far as to \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"redefine the traditional shopper journey\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey\"}},{\"nodeType\":\"text\",\"value\":\" to fit the online-trending version we see today, yet the latest data from the International Council of Shopping Centres (ICSC) shows that \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"90% of US adults plan to shop in-store\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://chainstoreage.com/icsc-its-beginning-look-lot-brick-and-mortar-holiday\"}},{\"nodeType\":\"text\",\"value\":\" for gifts this holiday season.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Shoppers are also starting their holiday shopping earlier in the year in order to take advantage of more deals, rather than waiting until November and December to finish all shopping.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"Yg3IWkGr8pllexRNIBrLm\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While the underlying factor is a much larger market slice than it has been in years past, it appears as though brick and mortar purchases are clawing their way back.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The ICSC study also found that 97% of shoppers plan to shop with a retailer that has a physical presence, and a further 82% of shoppers who pick up an online purchase in-store are likely to make an additional purchase while there. This incentivizes programs like Buy Online, Pick Up In-store (BOPIS) and other tactics like in-store only coupons to continue and encourage shoppers to come into the brick-and-mortar location.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Many shoppers over the holidays will also venture to malls and shopping centres in order to do bulk shopping (i.e. pick-up multiple presents or supplies in close proximity to each other) or to explore options in order to choose a gift.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"“Our annual Holiday Shopping Intentions Survey once again shows that consumers are not only optimistic about the upcoming holiday season, but also continue to favor physical stores when shopping for gifts,” said Tom McGee, president and CEO of ICSC. “Consumers expect convenience and experience when shopping, which means that those retailers with a good omnichannel strategy will likely see success this holiday season.”\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The findings would suggest that customer confidence continues to have staying power with brick and mortar, and shows that the slope might not be as slippery as once thought. In general, it may not be that an extreme trend towards all online or all in-store is a realistic endpoint for this new customer journey. Rather, a blend of online and in-store seems to be holding for current shopper behaviour.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"And that’s a happy holiday for us all, isn’t it?\",\"marks\":[],\"data\":{}}],\"data\":{}}]}","references":[{"contentful_id":"Yg3IWkGr8pllexRNIBrLm","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/Yg3IWkGr8pllexRNIBrLm/e26b18b4dca5d08cf5d7e77a394a8dd7/shopping_mall_holiday_decorations.jpeg","contentType":"image/jpeg"}}]},"image":{"file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/Yg3IWkGr8pllexRNIBrLm/e26b18b4dca5d08cf5d7e77a394a8dd7/shopping_mall_holiday_decorations.jpeg"}},"pdf":null,"relatedPosts":[{"title":"Welcome to the Digital World","slug":"welcome-to-the-digital-world","content":{"__typename":"ContentfulBlogPost","author":"Mappedin","publishDate":"Aug 14, 2018","updatedAt":"Jan 12, 2022","tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How are REITs and mall property owners adapting to a digitally-changing world?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The digitally-changing world is making it difficult for the traditional mall model to survive. Shoppers are no longer satisfied with an array of stores - they also want experiences to keep them entertained - and coming back. Online competition, from giants such as Amazon are putting new pressures on REITs, mall owners and retailers to create a physical world that mirrors the digital experience, making digital transformation a top priority for retail owner/operators and merchants. According to recent data 69% of retail executives say they \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://jda.com/knowledge-center/press-release/jda-pwc-survey-says-retail-ceos-making-digital-transformation-their-highest-investment-priority\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"plan to increase their investment\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" in emerging technology.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Is brick and mortar retail at risk? We think not.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to the International Council of Shopping Centers (ICSC), in 2016 there were 300% more malls in America than in 1970. But the closing of shopping centers can’t be blamed on the online shopping revolution. Mall operators are simply facing challenges that have more to do with oversupply and inability to adapt to consumer’s changing behaviours. \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.forbes.com/sites/tompopomaronis/2017/06/30/survival-in-todays-retail-environment-means-merging-physical-and-digital/#1e99165c16e9\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"90% of retail purchases\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" in America today still happen in a brick and mortar store. Those properties that do adapt and embrace a digitally-enhanced customer experience are not only surviving, they are thriving.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Here are \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.vamsitalkstech.com/cloud/a-framework-for-retail-digital-transformation-22/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"four things\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" retailers and retail property owners should keep in mind while undergoing a digital transformation.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Develop a customer-focused digital strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Accelerate investments in new technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Use data to drive operations\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Drive a digital customer experience\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is your strategy for adapting to a digitally-changing world? Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail” for in-depth insight into retail’s converging worlds of physical and digital.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable -- indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.502824858757062,"src":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&h=319&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=720&h=479&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=960&h=639&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=1440&h=958&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"The Marriage of Digital and Physical","slug":"digital-and-physical-retail","content":{"__typename":"ContentfulBlogPost","author":"Mappedin","publishDate":"Sep 10, 2019","updatedAt":"Jan 18, 2022","tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How traditional brick-and-mortar retailers are reinventing themselves to create memorable and differentiated mall experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Today’s mall-goers, especially digitally savvy millennials, expect more from their in-store experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The online shopping world is perceived by many to be a threat to traditional brick and mortar retail. The evidence is there. While Amazon is growing by leaps and bounds, traditional large brand name retailers - Sears, JC Penney and most recently Toys R Us - are closing stores, going into receivership and are struggling to survive. It is estimated that up to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://saudigazette.com.sa/article/521271/BUSINESS/Loop-of-reinvention-to-shape-the-future-of-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"40% of retail businesses\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" will die over the next ten years.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"And yet, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.retailtechnologyreview.com/articles/2017/10/17/why-90-percent-of-sales-still-happen-in-brick-and-mortar-stores/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"90% of retail transactions\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" still occur in store and two-thirds of consumers who made purchases online used an in-store location before or after the transaction. So, brick and mortar retail still has a very important role to play in the consumer shopping experience, it just may be a different role than the one of days gone by. To not only survive but thrive, brick and mortar stores need to reinvent themselves and create new customer experiences through the adoption of new technologies and advanced data analytics.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to global consulting firm \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mckinsey.com/industries/capital-projects-and-infrastructure/our-insights/meeting-millennials-where-they-shop-shaping-the-future-of-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"McKinsey\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", progressive shopping malls are following these five trends to create experiences focused on appealing to today’s digitally-savvy millennials:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Entertainment\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Food and Drink\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retail\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Transportation\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The marriage of physical and digital retail has the potential to create an omni-channel experience that is valued by shoppers and sets traditional retail apart from its online competitors. “Consumers still want to touch and feel the goods they’re buying, which is why the omni-channel strategy is ultimately the solution to long-term viability,” says \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.reit.com/news/reit-magazine/july-august-2017/retail-reits-adaptation-mode\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Chris Weilminster\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", President of the Mixed-Use Division of Federal Realty Investment Trust.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Brick and mortar shopping malls looking to reinvent their customer experience should consider implementing some or all of these \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.linkedin.com/pulse/7-reasons-why-shopping-malls-should-use-technology-2017-sharma/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"seven technologies\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\":\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Virtual inventory discovery\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mobile check out\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Indoor navigation to retail touchpoints\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Customer engagement technologies such as digital signage and personal shoppers\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retail analytics and inventory management\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Omni-channel customer data gatherings\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Keen to learn more about the marriage of brick and mortar and digital? We have the answers. Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable -- indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5001306506401881,"src":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"Retail Predictions in 2022 and Beyond","slug":"retail-predictions-in-2022-and-beyond","content":{"__typename":"ContentfulBlogPost","author":"Lucy Bragg","publishDate":"Jan 7, 2022","updatedAt":"Jan 21, 2022","tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Over the last two years, consumer behaviour has shifted dramatically. \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Customer expectations have evolved\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/retail/3-lessons-for-retail-this-holiday-season/\"}},{\"nodeType\":\"text\",\"value\":\", e-commerce has grown, and retailers have been forced to pivot strategies and embrace digital transformation during these uncertain times. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While much remains unknown heading into 2022, the pandemic has continued to accelerate trends seen across the retail industry, many of which will continue to make an impact in the upcoming years. Let’s delve into what the future of retail might look like.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"More Retailers Embracing an Omnichannel Strategy\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"From launching online stores and apps, to selling products on Instagram and Tiktok, retailers have been experimenting with different ways to meet the evolving needs of customers. Most notably, brick-and-mortar retailers have been digitizing their operations during the pandemic to offer new channels for purchasing. By adopting an omnichannel strategy and combining the benefits of physical and digital shopping experiences, retailers have been able to achieve more brand visibility, drive traffic and sales, and reach consumers at every touchpoint of the buyer experience. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"2DtTUpraeoNt0w0aVMkSq5\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Whether consumers are purchasing online from their computer, through their mobile device, or in a physical store, they expect a seamless and consistent shopping experience. In fact, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"90% of customers expect their interactions to be consistent across all channels\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://breadstack.io/omnichannel-marketing-stats/\"}},{\"nodeType\":\"text\",\"value\":\". We’ve also seen how much consumers value flexible omnichannel experiences like buying online and picking up in-store, or using AR and VR to preview a product in-store or online before purchasing. Thus, heading into 2022, we predict that more retailers will embrace omnichannel strategies to better target their consumers from all angles.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Buy Now, Pay Later Moving In-Store\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Buy now, pay later (BNPL) payment plans have become increasingly popular over the course of the pandemic, and this trend won’t be ending anytime soon. For instance, Over Black Friday 2021, BNPL services soared, with \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"PayPal’s Pay in 4 service jumping by 400% compared to the previous year\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.businessinsider.com/paypal-buy-now-pay-later-spending-soars-black-friday-2021-12\"}},{\"nodeType\":\"text\",\"value\":\". Many of these services are interest-free, provided you keep up with the scheduled payments, offering a more convenient and flexible way to purchase expensive items during these inflationary times. Not to mention, BNPL promotes instant gratification by enabling consumers to buy now, receive the product, and pay for it later in a number of installments.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While BNPL is typically offered online, its impact has prompted large retailers such as Walmart and Target to offer these payment services in physical stores. Now, it’s only a matter of time before more retailers incorporate this flexible payment option into their stores, creating a seamless experience between online and offline payment offerings.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The Metaverse Prompting Next-Generation Retail \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The retail industry has learnt a lot over the last two years; most notably to remain flexible and ready to embrace change. With the surge of e-commerce and digital transformation prompted by the pandemic, we must ask ourselves: what’s next? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"That’s where the Metaverse comes in. This concept is defined most simply as a shared 3D virtual world where people can socialize, work, and play. With \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Facebook rebranding itself as Meta\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.nytimes.com/2021/10/28/technology/facebook-meta-name-change.html\"}},{\"nodeType\":\"text\",\"value\":\", Mark Zuckerberg explains that the Metaverse will be the inevitable future of the internet and human connectivity. He describes this world as a much higher level of virtual reality (VR) and augmented reality (AR), where everything people do in the real world is replicated virtually. There are virtual avatars, digital social interactions, and all kinds of activities. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"3AhtOrBU4rv0KejNyyMLJ6\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"In the retail space, this would enable consumers to engage with products in real-time using their own personalized virtual avatar. For instance, a virtual storefront in the Metaverse would allow users to enter the store, walk around, see products, and even make a real purchase. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"What does this mean for retail in 2022? While we won’t be experiencing the full extent of the Metaverse anytime soon, we predict that retailers will start to think about ways to get involved with this type of technology, and at the very least, continue to incorporate virtual and augmented reality into their business strategies. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Ready to Take on 2022? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Retail is ever-changing as companies continue to unite digital and physical worlds for consumers. It’s clear that moving forward, offering a compelling omnichannel experience is key, along with offering convenient, flexible payment options both online and offline. Moreover, while we don’t know the full extent of what the Metaverse will bring, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"the use of AR and VR technology is on the rise with consumers\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://resources.mappedin.com/blog/4-predictions-for-retail-in-2021\"}},{\"nodeType\":\"text\",\"value\":\". \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"If you’re looking to capitalize on these trends and modernize your in-store and online experience this upcoming year, visit our \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"website\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/verticals/retail/\"}},{\"nodeType\":\"text\",\"value\":\" or \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"contact us\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/contact-us/\"}},{\"nodeType\":\"text\",\"value\":\" today! We’d love to show you how digital indoor mapping can transform your consumer experience in the \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"retail space\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/industries/retail/\"}},{\"nodeType\":\"text\",\"value\":\".\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}}],"tags":{"category":{"slug":"use-cases","name":"Use Cases"},"topic":{"slug":"retail","name":"Retail"}}}}},"pageContext":{"slug":"new-digital-customer-journey"}},
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