Consumer behavior trends in 2018

With AR, online shoppers will have a more realistic view of the item they are researching and may, consequently, be more likely to complete the purchase online, she says. She expects return rates for online businesses which offer AR tools to reduce as a result. Consumers will also actively begin to look for brands which have AR apps, she says, so they can experience products, like eyewear better from the comfort of their own living rooms, sharing what they find and gaining feedback from their peers online.

Another trend gaining in popularity, according to Angus, is on-demand solutions for our hectic and mobile lifestyles, with the take up of those solutions driven by our increasing desire to cut costs, save time and live more freely, while attempting to be as eco-friendly as possible.

Our love of personalisation is continuing to push customisation to new levels. Companies like Converse and Nike, for example, now invite consumers to take part in the creative process. While understanding and thus communicating the journey of a product is also a growing trend so consumers are more likely to trust the brand and be more comfortable with the end result. While a new wave of companies aims to provide consumers with genetic findings related to their general health, fitness and nutrition.

Euromonitor’s report doesn’t specifically advise what retailers should be doing to be successful in today’s demanding market but, reading between the lines, embracing technology, having a multi-channel retail environment and giving consumers the opportunity to connect with your brand, and perhaps even influence the creative design process, should set you on the right path.