Today’s consumers navigate a market filled with options. Smart ads track their habits and respond with bargains by the bushel. For years, customer choice has been touted by marketers as a supreme virtue, but when the possibilities approach endless, buyers’ ability to execute may be stifled by the sheer volume of variation.
An analysis by PMX Agency predicts the effect that abundantly displayed options may have on consumer decisions. The key to success lies in presentation, PMX concludes; specifically, how a product’s presentation will affect whether it’s considered a vehicle to meaningful, authentic experience, or part of the traffic jam that blocks it. The following are trends that PMX believes will win out in 2019.
Disruption of luxury footwear and apparel
Since Nike first released the Air Jordan, the subculture of collecting expensive sneakers and other high-fashion apparel has thrived. Sneaker fans fueled this year’s breakaway success of footwear and clothing resale sites like Stadium Goods and StockX, which introduced enthusiasts to luxury brands like Balenciaga. These shifting trends haven’t escaped the notice of investors, who now vie for a slice of the payout that comes with relevance. StockX recently received a $44 million investment, and in February, Stadium Goods was backed by LVMH Luxury Ventures.
Lacking innovation, the growth of subscription services stalls
Subscriptions benefit sellers by supplying a steady flow of revenue. But if offerings stagnate, and services fail to sustain the value that customers paid for, subscriptions drop off and growth grinds to a stop.
Online influence increasingly fuels digital commerce
The internet gives consumers a means to seek validity and ensure trust before they buy. Bloggers, social media stars, and other online personalities wield trust as a marketing strategy. Through sponsored reviews and brand deals, it’s not just their stamp of approval these influencers offer, but the ethos that captivates an audience.
Revival of department stores
Amid the golden age of e-commerce, department stores are forced to reevaluate their strengths, and experiment with ways to amplify them. Some retailers, like Macy’s, have already reaped the benefits of tinkering with new methods for improving customer experience. In the future, successful department stores will be those that maintain a diverse inventory of products, and take creative measures to make shopping in person the convenient, easy option.
Consumers want value in exchange for data
In the past, online advertisers wove in clever methods to dress up transaction as interaction, quietly siphoning data as consumers enjoyed their products. However, recent years have seen Facebook and other tech giants caught in scandals for abusing their access to user’s information. Customers have never been more aware of the value their data holds, and will expect care and reciprocity in return for it.