The foresightedness of futurologist Jempi Moens

Trend watcher Jean-Pierre ‘Jempi’ Moens sees what we will see in the future. In 2016, he already had a foresight of our industry. Time to see if his predictions have come true. And to discover what awaits us in the coming years. Anouk Hol speaks to Jempi again.

“Jempi, the last time we spoke, you said consumers would increasingly move from shopper to “enjoyer”. You were right about that. What has driven this development?”

“The enjoyer attaches more and more value to an experience. Consumers want a total experience and are willing to pay more at a business owner with a passion for the product. In the coming years, this will increasingly shift to hybrid enjoyer. By this, I mean that the experience between online and offline is enhanced. Consumers in physical stores will increasingly be actively involved in the online range. Many stores are already responding to this. Bever, for example. Their staff is trained for this new type of consumer and has enormous product knowledge. In store, consumers receive assistance to make a choice. If the hiking boots of my choice are no longer available in my size, the employee orders them online and has them delivered to my front door. So in effect, I’m shopping online, but I still benefit from personal service.”

“And it’s that combination of the attractive in-store product presentations - where displays play a major role and which elevate the experience to a higher level, the personal service, but still online shopping - that makes the hybrid enjoyer very happy. But what about the environment and climate? We notice that more and more companies are making sustainable displays a condition, both in terms of production and materials.”

“More and more companies are taking responsibility for a better climate and a more sustainable world. From clothing brand Patagonia that makes customers think about whether they really need a second jacket with the slogan ‘Don’t buy this jacket if you already have one’, to beverage giant Coca-Cola that calls on customers to only buy products that help reduce waste. These companies are leading the way in combativeness. I expect many organisations to follow their example. Brand activism will grow in the coming years”

“Last year was dominated by COVID-19 for many of us. The demand for sustainable products was already high, but we’ve noticed that this has increased even more during this period. How has COVID-19 affected the industry?”

“There’s a lot of fear and uncertainty in the world right now. That’s why consumers look for feel-good moments when they’re out shopping. They attach increasing importance to trust, transparency and clear origin of products. Regional products and local shopping will grow explosively in the coming years.”

“That’s a great development, but what does this mean for the position of physical stores?”

“The physical store is experiencing a rebirth. Make your store exciting or attractive and the public will pour in. The secret is attention.”

“That’s great to hear, because that’s where Holbox comes into play. Because attractive, unique product presentations make our folding masters happy!”

“Absolutely. More and more companies are also discovering that it’s the physical store where they can introduce customers to (the people behind) the brand or formula. A store like CoolBlue is a true master of that. People with expertise are ready to help consumers find the washing machine that suits them. And it works. Other stores, such as supermarkets, should also do this more often. Store staff now often know nothing about the products they sell. I think that’s a missed opportunity. I’m sure you add more value when you have a motivated employee with lots of product knowledge in the bread department. I also see opportunities in intensive collaboration with local entrepreneurs. Let them make a nice set-up with eye-catching displays and give them a prominent place in the store! As a couleur locale, it gives a supermarket or shopping centre not only a more varied product range, but also the social inspiration and neighbourhood function like in the old days.”

“What other developments are in store in the coming years?”

“Because the enjoyer focuses on experience, stores must have a human factor or a personality. Preferably with a touch of nostalgia. Why do you think we’re all playing records again and second-hand shops are popping up everywhere? Runners occupy a clear market position. Look at Rituals, for example: you immediately know you’re going to be very spoiled. From the scent to the stories behind the products, this store is an oasis of wellness. Generic stores, such as V&D, Miss Etam and Kijkshop, on the other hand, have rapidly disappeared from our towns and cities in recent years. They were not able to clearly explain to consumers what their unique advantage was.” “

You hear more and more about new technologies, how will they play a role in the coming years, and more importantly, how can this be applied in the field of displays?”

“Consumers have gone off mass communication and now prefer to be waited on hand and foot. Technologies such as artificial intelligence (AI) are a tool in that respect. AI helps to perfectly link up with that one customer. The virtual full-length mirror, for instance. It makes shopping more fun, more accessible and more functional. Or what about cosmetic companies that advise their customers after a skin scan which make-up or care products suit them best? That’s definitely not science fiction anymore. The same goes for Location-Based Services (LBS), which uses your smartphone’s GPS receiver or location data on the mobile network. Consumers are kept informed of their favourite products and store stocks via their smartphone, based on their interests and purchasing behaviour. For example, they receive a notification that their favourite branded jeans in the right size are in stock at the clothing store around the corner. They then simply indicate whether they would like to pick it up themselves or would rather have it delivered home. Volvo experiments are also underway, where ordered items are delivered in the boot. I think that’s brilliant. The technology knows where your car is and puts the items in the boot, after which it closes. These kinds of technologies are really going to be part of our lives. In terms of displays, I expect they will also become more interactive/digital (with integrated display technology). Various brands and retailers already use advanced forms of displaying, for example, Nespresso has 1000 robots in use that interactively inform consumers about products.” 

About Jempi Moens

Jempi Moens is a psychologist and the owner of Fresh Forward. For nearly 20 years now, this creative consultancy has been involved in vision and strategy development for organisations and companies that want to know how they can make a difference. Jempi also founded the LUNAR institute, a training institute that focuses on inquisitive leaders who love change and progress. Jempi’s book about the humanisation of organisations will be published shortly. For more information, visit www.freshforward.com