The Future of Retail, Ecommerce, and Consumer Experiences

In the rapidly evolving world of retail and ecommerce, one thing is clear: change is happening at an unprecedented pace. Whether it's luxury beauty, convenience stores, global giants like Unilever, or even online dating, the forces shaping consumer behavior are constantly shifting. But amidst all this transformation, certain trends emerge across industries, showing where the future of retail, ecommerce, and consumer engagement is headed. To help navigate these changes, we've gathered insights from a range of industry leaders, from Satyaki Banerjee, Group COO of LUXIASA and co-founder of LEAP Commerce, to Danielle Peirce, CEO of 7-Eleven at DFI Retail Group, Aseem Puri, CEO of Unilever International, and Papri Dev, Vice President of Communications for Tinder APAC. Here's what we learned…

Omnichannel is the New Normal

If there’s one thing all of these leaders agree on, it’s that omnichannel strategies are the future. Whether you're in luxury beauty, convenience retail, or even online dating, the lines between online and offline experiences are rapidly blurring. Satyaki, for example, has led the transformation of the company into a true omnichannel player, combining physical retail presence with robust digital channels across Asia. His mantra? "Do the boring things right," which includes ensuring scalable processes, local market expertise, and the seamless integration of physical and digital spaces.

Similarly, Danielle champions the idea of a seamless omnichannel experience. In her vision, the convenience store isn’t just about grabbing a snack on the go - it’s a digital-first, customer-centric environment where loyalty programs and real-time ordering create a more personalized experience. From Hong Kong’s gamified 7-Eleven app to digital transactions and facial recognition in China, convenience retail is becoming increasingly tech-savvy, and Peirce is leading that charge. It’s not just about being everywhere physically; it's about being where the customer is, digitally too.

Consumer Expectations are Skyrocketing

It’s no secret that consumer expectations are higher than ever. Aseem calls the future consumer “highly impatient and demanding,” and it’s hard to argue with that. As global commerce accelerates, consumers expect instant fulfillment, vast product selections, and - thanks to the power of social media and globalization - brands that they encounter online, even if they’re on the other side of the world. This has forced companies like Unilever International to rethink their strategies, moving toward direct-to-consumer platforms and expanding their reach in underserved markets. In essence, if you're not meeting consumer needs on a global scale, you're falling behind.

The demand for speed and convenience is particularly apparent in markets like India and Southeast Asia, where Unilever has experimented with innovative partnerships, such as offering employee benefits through D2C platforms. And it’s not just about delivery times - brands must build deeper emotional connections with consumers. This is especially true for younger generations who are driven by values and experiences, not just products.

Danielle echoes this sentiment, noting that the rise of fresh, ready-to-eat food in convenience stores is directly linked to consumer desire for quality and convenience. It’s no longer enough to just sell a product; it needs to connect with consumers' lifestyles, offering something they can use on-the-go that fits their broader values.

The Power of Personalization and AI

One of the biggest themes that emerged across the interviews was the transformative potential of AI and personalization. Whether you're choosing a skincare product or picking a date, AI is changing how brands engage with consumers. Take Tinder, for example. Under the leadership of Papri, Tinder has integrated AI-powered tools like the photo selector to help users present their best selves while navigating the online dating world. It’s about enhancing the experience without overshadowing the human element. Papri notes that while AI can help users curate their profiles, it’s still up to the individual to make the real connections.

Similarly, brands like LUXIASA and Unilever are embracing digital and data-driven strategies to better understand and predict consumer behavior. LUXIASA, for instance, has expanded its reach by adapting to various local markets and platforms, while Unilever is experimenting with CRM tools to strengthen its customer relationships. The takeaway? AI is enabling hyper-targeted, personalized experiences, making consumers feel seen and heard in a way that was never possible before.

Adaptability: The Key to Survival

As the retail landscape changes, adaptability is more important than ever. Satyaki stresses the importance of local teams being equipped with the right tools to execute market-specific strategies. This ability to localize is particularly critical in diverse regions like Asia-Pacific, where each country has its own unique preferences and shopping behaviors. LUXIASA's success, Satyaki believes, comes down to its ability to stay flexible and adapt to the needs of each market - whether that’s introducing products that cater to local tastes or partnering with brands that align with regional values.

Danielle, too, highlights the importance of local adaptability at 7-Eleven, where franchisees have the autonomy to make decisions based on regional consumer preferences. It’s about striking the right balance between global consistency and local relevance, which has helped 7-Eleven become a retail staple across multiple markets.

The Future of the Consumer: Values, Experiences, and Fluid Connections

Looking ahead, we see a future where consumers aren't just looking for products - they’re looking for brands that align with their values and lifestyles. Aseem notes that while convenience and speed are important, the future consumer is also deeply concerned with ethical considerations and emotional connections. It’s not just about getting products into customers’ hands quickly; it’s about creating a deeper sense of connection, whether through sustainability practices, shared values, or personalized experiences.

For Papri, this shift is particularly evident in the dating world. Gen Z, Tinder’s core user group, is moving away from traditional relationship norms and is more interested in fluid, flexible connections. In a world where social interactions are increasingly digital, authenticity and safety have become central to fostering trust. Tinder's focus on inclusivity and transparency - backed by a suite of safety features like ID verification - reflects the evolving expectations of younger generations who are navigating both online and real-life (IRL) connections.

Looking Ahead: The Integration of Offline and Online Worlds

The future of retail and ecommerce is an integrated one. We're no longer talking about online or offline as separate entities - they’re increasingly overlapping in ways that make traditional distinctions irrelevant. Whether you’re buying skincare from a luxury brand, picking up a quick meal from 7-Eleven, or meeting someone new on Tinder, the lines between digital and physical experiences will continue to blur. What’s clear is that the future is omnichannel, customer-centric, and deeply personalized.

So, as we look ahead, the most successful brands will be those that can seamlessly merge the digital and physical worlds, keep pace with consumer expectations, and leverage AI to create deeply personalized, authentic experiences. Whether it’s in luxury beauty, convenience retail, or even online dating, one thing is certain: the consumer of tomorrow will demand speed, convenience, personalization, and a strong emotional connection to the brands they choose. And those who can provide that will be the ones leading the charge in the next phase of digital transformation.

Written by Natalie Nasr, Head of Strategic Marketing, FUTR Group a partner of The Marketing Society 

Published 16 December 2024

What’s next…? Explore the Future at FUTR

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