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I think in the next 5 to 10 years
retailers are going to be making more and more use
of the information that's available about
who shopping in their store, how they're shopping in their store,
what's driving shopper engagement and connecting with the shopper.
And so when people go into the store in the future
it's going to be easier for them to find the products that they're looking for,
to have pricing that they see at least as competitive—
it may not be the lowest price, but it's going to be competitive—
and really connect with what the shopper's needs and desires are
with what's physically in the store.
I don't think that the future is going to be necessarily
digital signs everywhere and
kiosks and so forth.
I think if you look at the primary drivers of the shoppers'
behavior and satisfaction of the store,
they want the store to have the right product that they're looking for
in stock at a competitive price.
And I think we will have the information in the future
to allow retailers to deliver on that promise.
So for the clients
I think that the opportunity for them
is to really understand the consumer's decision process
and what would be an effective assortment of products to have in the store
and how to make sure that they maximize the affordance of the product that's presented.
What I mean by affordance is
communicating the benefits and value of those products of those products
to the consumer so that the consumer knows what's in the store,
knows how those products can satisfy their needs,
and find a product that's going to be satisfactory
and is going to create loyalty.
So again, it's really about understanding the shopper
and the connection between the products and the benefits they're providing
and the end consumer.