New normal: Towards a sustainable customer experience

The world of retail is changing. This is the new mantra of retail professionals. The pandemic and the recent rise of the new generations, millennials and Gen Z, has led to the redefinition of a new normal, a situation of new normality that requires companies to undergo a major transformation. The challenge that brands will have to face in the upcoming years will play on their ability to meet the expectations of this new generation of customers, who are increasingly asking for a fluid and integrated experience and to participate in the co-creation of a value proposition tailored to their needs and values.?

Among these values is sustainability, a notion that is increasingly present in development plans of companies and institutions and that is creating new and increasingly innovative business models (second-hand, rent, circular economy). If to millennials, sustainability in its environmental and social dimensions is a key concept, for Gen Z not to affect the environment and people will be an essential requirement that will influence its purchasing decisions.

By 2025, Gen Y and Z will make up more than 60% of purchases in the luxury market. It is clear, therefore, how companies will have to turn their customer experience into a sustainable shopping experience.

A shopping experience is defined as the combination of the customer's expectations and the brand's set of values. If customers expect a low-impact experience, companies will have to transfer that sustainability content not only to the product and its packaging but also to the point of sale, which today is one of the few touchpoints that allows for an immersive experience.

Getting an entire supply chain to become sustainable is a challenge that can only be met with a network of skilled partners. Some of our customers have started the transition towards neutralising the climate impact of their retail network, supported by a tool we have developed to measure the amount of emissions per m2. We talk about this and much more in our Z-talks, webinars for future-proof companies.?

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