Everything that companies do is becoming more visible. This puts companies under pressure to raise their profile responsibly. We are finding it increasingly important to consider why we buy something and how companies contribute to a better society.
The role of stores has changed from being a place of transaction to a place of attraction. A very attractive place where customers feel welcome. In the most extreme case, stores are places where no transactions take place at all.
The consumer is evolving from end user to co-producer. Strongly driven by technological developments, brands are increasingly involving the end user in the production process. Custom-building is common in the construction trade, but this trend is blowing over to almost every other retail branch.
Digitization is the driving force behind future growth and change. Besides new applications, this mainly concerns the ownership and use of data. Looking ahead to 2030, companies such as Microsoft, Apple, Alphabet and Meta will have even more influence on the ways in which supply and demand are brought together thanks to their data, reach and applications.
You don't shop, but everything you need is delivered automatically on a daily basis. Intelligent products that re-order themselves when they are running low. Smart refrigerators which make sure that they are always well stocked. A scenario that is possible thanks to technology and artificial intelligence.
In the future, consumers will buy more service contracts instead of products. You don't necessarily need to own a product to use it. Examples are automobile lease contracts or a Spotify subscription. Due to economic, social and practical motives, more and more consumers are open to paying for use instead of ownership.
The traditional cycle of production, consumption and throwing things away needs to be broken. Our throwaway society, where retail plays a major role, is not future-proof. The retail trade can make a major contribution to creating a sustainable, circular economy based on its knowledge about its customers, logistics and service. An economy where practically everything is recycled and garbage is the new raw material.
Speed and flexibility remain essential for the retail trade. Logistic service providers are therefore committed to efficient use of water, air and land. This provides retail companies with a vast range of delivery options. For example: delivery by drones, bicycle or bike courier, autonomous robots or self-driving cars.
Word-of-mouth advertising is gaining an ever-stronger foothold in marketing due to the influence of social media. Each client is a constantly switched-on media channel who is constantly influencing other people via social media about what they should buy and where. The result is an enormous increase in social media budgets.
Your brand is not reaching the desired target group
You don't have a compelling story that convinces customers
You do not stand out from the other players in your market
You have a strategic ambition that you cannot achieve with your current branding
You struggle to find employees or your current employees have no pride in their work
Your brand is missing out on the huge opportunities of digitization
Your brand no longer matches current market and customer needs
Your branding lacks individuality and recognizability
You lack sharp choices in where to go with your brand