World Retail Congress 2024: Standout Themes
World Retail Congress 2024 in Paris (April 16-18) gathered leaders from brands and retailers including Carrefour, Claire’s, Myer, REI and Sephora. We decode the key engagement tactics, from brands becoming product-free community facilitators to staff-supporting service design, meeting Gen Zers on key attitudinal markers and Paris Olympics store makeovers.
Activating Gen Z’s Attitudinal Sweet Spots
Supporting Community Away From Commerce
Staff-Supporting Service Design
Parisian Stores Upgrade to Delight Olympics Crowds
With 70% of global Gen Zers saying brands try too hard and 50% claiming brands don’t get them (see Key Stats), identifying and supporting young consumers’ interests and concerns is challenging but essential. Shifting attitudes towards gender, neurodivergence, the representation of girls in gaming and co-creation were all signposted as key.
With 70% of global Gen Zers saying brands try too hard and 50% claiming brands don’t get them (see Key Stats), identifying and supporting young consumers’ interests and concerns is challenging but essential. Shifting attitudes towards gender, neurodivergence, the representation of girls in gaming and co-creation were all signposted as key.
Summary
Activating Gen Z’s Attitudinal Sweet Spots | With 70% of global Gen Zers saying brands try too hard and 50% claiming brands don’t get them (see Key Stats), identifying and supporting young consumers’ interests and concerns is challenging but essential. Shifting attitudes towards gender, neurodivergence, the representation of girls in gaming and co-creation were all signposted as key. |
Supporting Community Away From Commerce | Globally, 76.6% of consumers wish that their favourite brand had a community, and 68.7% prefer to buy from brands with an online community (see Key Stats). Confident brands go further, taking themselves out of community conversations and instead facilitating civic advocacy, peer-to-peer connections, group coaching and connections with strangers. |
Staff-Supporting Service Design | Several retailers shared the customer service gains made using smart behind-the-scenes tech in-store. Innovations include handheld devices for store teams to voice-record customer feedback, one-second palm payments, in-store customer mobile support, plus understanding Africa’s mobile-first consumers. |
Parisian Stores Upgrade to Delight Olympics Crowds | With three million visitors expected to arrive in Paris for the Olympics and Paralympics (July 26 to September 8), spending an estimated €4bn ($4.28bn) in the city (see Key Stats), two of the event’s official brand partners, French retailers Carrefour and Sephora, revealed in-store upgrades timed to maximise the influx. |
World Retail Congress 2024: Standout Themes
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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