I am huge fan of the trendwatching.com publications. Now I have prepared a short summary of the upcoming most innovative consumer trends – I liked most – in 2016 according to the Trendwatching guys. These innovations show what consumers will want next… so beware!
“But readers who are serious about understanding the direction of consumerism across multiple dimensions will have already spotted that these trends don’t sit in splendid isolation. They are a handful of near-future fragments of the Bigger Picture – more on how to handle that below. But each one is also a killer opportunity to take to your team right now. Read, think, argue. Then get going, and make a start on new products, services and campaigns that consumers will love in 2016!” – Trendwatching.com
Enclosed you will find my three favorite trends including several “real world examples”.
First Trend: Status Tests for Status Seeker –> they are seeking for exclusivity!
Because in affluent consumer societies, status is the no.1 motivator driving much of what people do. In 2016, consumers will appreciate a new twist on a traditional form of cachet: exclusivity. That means status tests that force them to actively prove their worth to the brands they are interested in. Status tests do just that, by allowing consumers to prove skills, creativity, good taste. So it is up on you to find new, digital takes on that exclusivity.
How this could look like:
Lee Jeans: In October 2015, Lee Jeans launched a campaign across 32 cities in China to promote a range of heat-retaining denim. Consumers were encouraged to get outside (even in the cold) and explore their cities while tracking their movements with the Warmth Tracker from the WeChat app. Warmth Index points were accumulated when users scanned QR codes at scattered locations. By collecting points, users could earn Magma Fusion denim products and access to exclusive events.
1930 (a famous bar in Milan): Milan‘s iconic speakeasy bar 1930 is typically only open to a select few who know who to ask. In May 2015, the bar turned to Tinder to recreate its strict door policy in the digital world. 1930 set up a Tinder profile of a girl from 1930, asking potential entrants to “court me like they used to in the old days”. The profile had 4,000 matches in the first week, with applicants asked to “act like gentlemen” and pick up digital handkerchiefs. In what it described as the lowest conversion ever, the bar eventually let one winner enter its premises.
Second Trend: Contextual Omnipresence
Forget omnichannel… smart brands will focus on answering a more meaningful equation: innovative channels + nuanced contexts = right place + right time. Start by asking why customers might embrace you using a channel. Next, challenge whether existing channels really satisfy the deep needs and wants of your customers. Could you create any new ones? Finally, imagine entirely new contexts you could leverage (perhaps even those that customers aren’t yet consciously aware of).
Real world examples of contextual omnipresence:
Hotel Banks & Pimkie in-room “Mini Fashion Bar”: May 2015 saw Antwerp’s Hotel Banks unveil the Mini Fashion Bar: an initiative created in partnership with French fashion brand Pimkie. Rooms were stocked with a range of apparel and accessories, chosen according to the weather and activities in the local area. Guests could use clothes from the fashion bar and purchase items upon checkout. A dedicated fashion concierge could be contacted for additional sizes or different garments.
Telefónica Research: Bored mobile users engaged with timely content notifications. In September 2015, Barcelona-based Telefónica Research published a report showing researchers are able to tell from a smartphone user’s mobile activity whether the user is bored with an 83% accuracy rate. Participants were then sent notifications recommending content on Buzzfeed. Those users that had been identified as being in a “bored” state were more likely to read the suggested content (unsurprisingly!).
Third Trend Perspective Shifts:
Playfully reposition your product or service in order to offer perspective shifts that shock customers into a radically new appreciation of the value you’re offering. Consumers will be more open than ever to innovations that play with – and attempt to disrupt – their thinking around value. Just make it fun!
Real world examples of perspective shifts:
Transavia Airline: In April 2015, French budget airline Transavia reframed the value of their low-cost flights via a campaign that compared their ticket prices to casual spending decisions made in a grocery store. The airline created branded packets of chips, candy and cereal bars that doubled as tickets for a Transavia flight. The products were sold at participating Carrefour City shops, in Selecta vending machines at two Paris metro stations, and at an Mk2 cinema in Paris, and cost between eur 30 and eur 40. Customers who bought the products could use a code printed on the packet to secure a flight to Barcelona, Lisbon or Dublin.
Dutch AIDS Foundation: In July 2015, the Dutch aids Foundation ran a campaign that encouraged consumers to re-examine their own good fortune, and consider the good that their money can do for those less fortunate. The charity opened a pop-up store in Amsterdam selling “medication” for first world problems, including Snore Like A Fairy, Ability To See Unicorns, and Flowery Farts. The First World Problem Pills are 100% drug-free peppermints, and cost eur 4.95. All proceeds from sales were donated to the aids Fond charity to provide hiv medication for those in need.
Are these trends exciting or what?!! Thank you Trendwatching.com for these great insights and analyzes!
Complete article and source: http://trendwatching.com/trends/5-trends-for-2016