What’s New and What’s Next About Retail Execution Demands

Lastly, we talk with customers about other very interesting high tech assets which if used right, could make our technology (Repsly) even smarter — like sensors that track inventory levels, and algorithms that predict when something might sell out, and interrupt or guide teams to the right places. Some brands are even playing around with augmented reality (AR) to help train their teams or to create cooler shopping experiences for customers, or ensure trade promotions are built to spec.

CGT: What’s next on this front? What do you think will be top of mind in six months?

Will: In the next six months, brands are going to focus heavily on improving the in-store experience because, after all, 75% of all sales happen there. With so many options out there, they know they need to create a shopping environment that grabs attention and makes it super easy to buy their products. This could mean better in-store displays, separate shopping for pickers, more interactive setups, dabbling in additional retail media spaces and experiences, or better leveraging their first-party customer data when customers are in-store to help drive stronger in-store offers and experiences.

Sustainability and authenticity will also be very top of mind with CPGs because of Gen X-ers — and really also the Alphas are coming right up and are a heavy influencer on their parents’ (ahem, me) decision-making. Brands are very likely thinking about how they can make their brand experiences and identity truly authentic and green-friendly, and their in-store executions will need to back it up — a.k.a., they’ll have to think greener, like using less wasteful packaging or setting up displays that are more eco-friendly. 

Those generations are weirdly smart, and I say that in the nicest way possible: They see wastefulness and inauthenticity a mile away — and those brands that recognize and reflect back their moral “high ground” will succeed longer term with those generations (and their parents!).