{"id":39808,"date":"2023-01-01T12:22:00","date_gmt":"2023-01-01T12:22:00","guid":{"rendered":"https:\/\/www.elixirr.com\/?p=39808"},"modified":"2026-04-17T13:11:03","modified_gmt":"2026-04-17T13:11:03","slug":"2023-trends-retail","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-us\/2023-trends-retail\/","title":{"rendered":"2023 trends: retail"},"content":{"rendered":"\n

We can now confidently say Europe and the United States have entered the endemic stage of the COVID-19 pandemic, and with limited impact on consumer behavior, this latest \u201cnew normal\u201d happens to make 2023 a year of interest for consumer goods.<\/p>\n\n\n\n

As we look to 2023, we\u2019ve asked our marketing expert and Partner David Wharram<\/a> and his team at Elixirr Digital<\/a> to weigh in on what we\u2019re likely to see in retail throughout the year. Which pandemic trends have prevailed and which have floundered? And what do we think the future of this industry holds for consumers like you and me?<\/p>\n\n\n\n

Here are David and the team\u2019s thoughts:<\/p>\n\n\n\n

A renaissance of intimate customer-brand relationships<\/strong><\/h2>\n\n\n\n

If you have been following consumer regulations, you will be acutely aware of how regulation regarding data ownership has impacted brands in the last 18 months. Consumer data is now owned by the digital storefront and cannot be shared with third party sellers. For example, if you sell products on Amazon\u2019s <\/a>platform, you can no longer ask Amazon to send over all the data on the customers you have sold your products to. That data is now owned by Amazon and simply cannot and will not be shared with you. This regulatory change is forcing brands to develop new ways to access their customers and their data. <\/p>\n\n\n\n

That\u2019s where direct-to-consumer (D2C) offerings enter. Customers can directly interact with brands they trust and in exchange brands gain full ownership of the data and content. These value drivers will only grow in importance over time. Notable examples of D2C models that arose almost unexpectedly during the pandemic were offered by Heinz<\/a> and Lays<\/a>. <\/p>\n\n\n\n

Heinz to Home<\/em><\/p>\n\n\n\n

\u201cHeinz to Home\u201d<\/a> is a subscription-based service offering both standard and personalized tins and bottles delivered directly to your door. Launched in 2020 with just 3 weeks of development, Heinz to Home owes its existence to the ingenuity of some stellar intrapreneurs. They recognized that more people were shopping online and sought deeper connections with their preferred vendors during the pandemic. In return for providing this service, Heinz has now regained complete control over the relationship with and data about their most valued customers. Additionally, there is fresh opportunity to upsell loyal customers with premium products with higher margins. For example, a personalized tin of beans is \u00a36. <\/p>\n\n\n\n

The case of Lays<\/em><\/p>\n\n\n\n

Lay\u2019s snack.com is another example of successful D2C. Snack.com<\/a> is a fully-owned site on which Lay\u2019s offers their entire product range \u2013 even their most obscure products. Customers looking for something very niche will <\/em>be able to find it here \u2013 a unique and valuable proposition. Furthermore, personalization is being incorporated across the platform, from products to digital experiences. On the site, customers are able to build their own product bundles, like a bundle of 30 different crisp packet types, which costs about $20 USD. Direct-to-consumer is certainly a trend that will continue to provide value to customers in a post-pandemic world.<\/p>\n\n\n\n

Digital communities<\/em><\/p>\n\n\n\n

Another way brands are reconnecting with their customers is through digital communities. These are branded online communities that bring people together around a common interest or product. By establishing digital communities, consumer brands own the \u201cwhole funnel\u201d in terms of data and gain valuable insights to better serve customer profiles. From virtual interactions insights can be gleaned, like how people research products, what questions they have during the purchase process, which are not yet ready to buy, how they go about researching products, and what questions they have throughout the purchase process. <\/p>\n\n\n\n

Digital communities work best when brands are genuinely connecting people around a common passion. Tate and Lyle<\/a> is a great example of a branded community building connections between people who love baking. But a digital community around insurance, for example, is less likely to have the same impact… So, our tip to you is: assess the relevance of a digital community for your brand. Digital communities don\u2019t work for everyone, but when they do, they are strong and create symbiotic opportunities between consumers and the brands they love.<\/p>\n\n\n\n

Let\u2019s get \u201cphygital\u201d<\/strong><\/h2>\n\n\n\n

Some predicted that with the pandemic-induced demand for digital experiences, consumers would be ready to immerse themselves in the worlds that the metaverse has to offer. This, unfortunately, has not proven itself to be true (to-date). The demand for digital during the pandemic has not translated materially post-pandemic. If you don\u2019t believe us, what do you think is the rationale behind Meta\u2019s recent cut of 10 thousand jobs<\/a> from their metaverse team? As technologists and retailers, we are being forced to ask ourselves: why is the metaverse not \u201ccutting it\u201d in the way we thought it would? Are we engaging in the metaverse because it\u2019s \u201cin\u201d or because there are actual sales and commercial opportunities linked to it?<\/p>\n\n\n\n

This year has proven that we\u2019re not yet ready to embrace a completely virtual reality, however we are seeing a desire to blend the digital and physical in one forum together \u2013 what some are calling \u201cphygital\u201d experiences. An excellent example of this type of hybrid experience is The Reformation Shop’s <\/a>seamless in-person and online experience. In London, shoppers can try on items they prefer in the physical store and then order everything online, right from the fitting room. Another example is the Target app<\/a> (the United States\u2019 7th<\/sup> largest retailer) which is enhancing shoppers\u2019 experiences through hybrid offerings. Guests can scan product barcodes while shopping and get product details, customer reviews and questions and access to exclusive discounts as if they were shopping online. If the shopper is not ready to purchase in the moment, they can save it to a list and have it shipped to their home.<\/p>\n\n\n\n

We are seeing augmented reality for the sake of augmented reality flop but finding ways to bring the best of brick-and-mortar to ecommerce and vice versa looks promising.<\/p>\n\n\n\n

Enough with NFTs\u2026at least until we consider sustainability<\/strong><\/h2>\n\n\n\n

Between 2020 and 2021, the non-fungible token (NFT) market grew dramatically \u2013 up 21,000%<\/a> over this period. NFTs were everywhere. But as we close out 2022, the hype has fizzled, and it will be interesting to see what sticks once the dust has settled. We think in time NFTs could find a home in consumer brands as early as 2023.<\/p>\n\n\n\n

Over this past year, we\u2019ve seen brands experiment with NFT use cases. A compelling retail example is luxury handbags. Imagine including an NFT with the purchase of a bag with a personal note from the person who stitched it. This is the type of high-quality personalization and thoughtfulness luxury clients value, creating strong emotional connections between the retailer and the next generation, luxury consumer. <\/p>\n\n\n\n

One of the biggest roadblocks to NFT adoption in retail is environmental consequences. Sadly, NFTs, as currently conceived, are one of the worst polluters. Minting a single NFT using a proof-of-work blockchain uses the same amount of electricity an average American household uses in about 47 days. Compare that to more traditional forms of marketing such as leaflets or even emails. It is fair to say that in 2023, brands must be mindful. Without proper due diligence, they can come across as hypocritical or paradoxical to the consumer, e.g. \u201cPlease download this NFT of our website to support and learn more about our sustainability performance.\u201d Thankfully, blockchain experts and communities are actively developing methods to reduce or eliminate the environmental impact that NFTs have, which is paramount.<\/p>\n\n\n\n

Consumer pressure to do right by the environment is mounting. Consumers have high expectations in terms of carbon emissions and less packaging for products. We will increasingly see the same thing for websites. A good example of this is Buster and Punch\u2019s<\/a> initiative to assess the carbon efficiency of their website and make their website carbon neutral. If developers can create a commercially and environmentally sustainable way to mint NFTs, we recommend that retailers seriously consider offering them to select consumers.<\/p>\n\n\n\n

TLDR: Our take on 2023\u2026<\/strong><\/h2>\n\n\n\n

No one can be 100% certain what 2023 will hold, but we are confident that being on the right side of the winds of change will lead to a successful year for any consumer brand. Building meaningful connections with your highest-value customers will always be a winning strategy. It\u2019s also important to remember that in a post-pandemic world, people are hungrier than ever for community \u2013 be that online or in-person. The most innovative brands must figure out a winning strategy to remedy customer needs and pains with a precise offering that marries familiarity and touch of modernity \u2013 whether it\u2019s sustainable NFTs, hybrid \u201cphygital\u201d experiences, or direct-to-consumer platforms.<\/p>\n\n\n\n

Want to supercharge your retail strategy next year? Get in touch<\/a> with David and our other experts today. <\/p>\n","protected":false},"excerpt":{"rendered":"

We can now confidently say Europe and the United States have entered the endemic stage of the COVID-19 pandemic, and with limited impact on consumer behavior, this latest \u201cnew normal\u201d…<\/p>\n","protected":false},"author":1,"featured_media":39818,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[338,288],"related_service":[54,358],"related_industry":[360,65],"class_list":["post-39808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-2023-trends","tag-retail-consumer-goods"],"acf":[],"yoast_head":"\n2023 trends: retail - Elixirr - USA<\/title>\n<meta name=\"description\" content=\"Want to supercharge your retail strategy for next year? 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https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-2048x1229.jpg 2048w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-87x52.jpg 87w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-319x191.jpg 319w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-479x287.jpg 479w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-567x340.jpg 567w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-767x460.jpg 767w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-1023x614.jpg 1023w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-1278x767.jpg 1278w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-1378x827.jpg 1378w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/12\/Retail-trends-2023-1640x984.jpg 1640w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/> <div class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/2023-trends-retail\/' class='wp-component-card__title'>\n <h2>\n 2023 trends: retail\n <\/h2>\n <\/a> <div class=\"wp-component-card__description\">\n We can now confidently say Europe and the United States have entered the endemic stage of the COVID-19 pandemic, and with limited impact on consumer behavior, this latest \u201cnew normal\u201d… <\/div>\n <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 01 January 2023 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Retail <\/div>\n <div class=\"wp-component-tags__tag\">\n Retail & Consumer Goods <\/div>\n <div class=\"wp-component-tags__tag\">\n Customer Experience <\/div>\n <div class=\"wp-component-tags__tag\">\n Customer Understanding <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 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<\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/39808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/comments?post=39808"}],"version-history":[{"count":2,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/39808\/revisions"}],"predecessor-version":[{"id":64387,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/39808\/revisions\/64387"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media\/39818"}],"wp:attachment":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media?parent=39808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/categories?post=39808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/tags?post=39808"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_service?post=39808"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_industry?post=39808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}