Research: TRENDS – CONSUMER BEHAVIOR – TECHNOLOGY 

Consumers are more and more both welcoming and resisting technology’s growing omnipresence in the life. For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles. Trends don’t happen in isolation and are not preordained. 

I found some trends of 2014 about consumer behavior:

1)     Multiplicity: We are increasingly expecting things to do more that involves interacting with all our senses, offers us a range of touch points to play with, and involves us entirely in new experiences. There is a growing desire for multiplicity and experiences are expected to offer more. We’ve grown used to sensory experiences being enhanced, but now we’re seeing the clashing, blurring and even confusing of senses

-->The desire of multiplicity is a link with the problem that we said in class: In Sokos there is a lot of different brands but not a lot of choices.

2)     Hyper Efficiency: We are seeking and discovering ever-smarter and more efficient ways to solve age old issues–such as keeping fit, lack of space and limited resources. The results are sleeker, quicker and use things that have previously been ignored.

3)     The New Industrial Revolution: Science is no longer a closed world, just for geeks. Digital and technological advances are enabling us to create in new ways–leading to new creative forms and helping us see a new appreciation of the digital as a thing of beauty.

4)     Escape: In a world of austerity and grown up responsibility, we are seeing the increasing desire to let go, to let loose. People are demanding more from every type of experience.

5)     Mindfulness: In a world full of buzz and surface interactions, people are seeking more depth and meaning. They are craving time away from the stimulus of the internet, making their leisure time more about self-development, and taking their own ethical responsibilities seriously.

         -->Maybe go in a department store to spend time with friends or other can be a solution for that. So the department store has to create a great ambiance for people who are coming to buy something special and others who just want to spend time.

6)     Super-personalized: Personalization has been taken out of the hands and tastes of consumers. This is not just bespoke you select – it is also bespoke that selects you. Advances in technology mean that products are able to read consumers and give them what they want – sometimes without even being asked. People like the feeling to be unique. 

http://www.forbes.com/sites/onmarketing/2014/02/04/six-trends-that-will-shape-consumer-behavior-this-year/

The consumer experience continues to change rapidly. It's getting more digital, more mobile. Companies have to be careful and take care about all the trends every time to adapt and satisfied their customers, and I think it’s can be useful for Sokos to target the good product with the good customer. 

Customer experience via social networks and e-commerce: We are in the era of Web 2.0, social networking, information via the Internet and e-commerce: customers are informed before buying point sale, they share their shopping experience on social networks, they are better informed, and advertising is not enough to promote the product.

/Claire Serris