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macro retail trends 2014 -19

contents /methodology /x /#1 neo sceptics /case study /#2 the hand over /survey results /#3 5dimensional /case study /the highstreet /retail futures /appendix

methodology /

The journey began by collating PEST information from primary and secondary research sources. This allowed us to visualise patterns and trends that are arising, and from this, we constructed a cartogram for three distinct macro trends due to influence the outlook of retail in the next five years.


consumer trend- ‘x’ Socially, what has become accepted, has progressed dramatically beyond the differentiation of male and female. Coined ‘Gen X’, this consumer stems from a variety of occurrences, suggesting that these individuals no longer want to be defined by anything, such as gender, age or religion. As the wolld is becoming increasingly ambivalant about sexual orientation, gender and race, we seek brands that can target our interests and personalities. Due to the response to a vastly connected society, rife with social media and new innovation, we are now able to project our being in any way we choose.

neo- sceptics /#1

trend drivers FOREVER SCANDALOUS: We are entering a sceptical society due to the constant exposure to scandals surrounding politics and our economy. With the horse meat scandal now in the past, we are expectant to hear whats coming next.

SCEPTICISM: The dishonesty presented by the higher powers is forever making us question their authority and how much they’re telling us. Snowdon has shaken up our naive nation into a new age of sceptics.

GUILTY-FREE: We want a guilt free shopping experience, we want to know where our clothes are being made, how and by whom. We don’t want to be blamed or held accountable.

trend impacts

BRAND WINDOWS: We can now see into every aspect of a brand - there is nowhere to hide. Brands are seeing the importance of this, allowing us into their environments, giving us an insight into every step of the chain- transparency and traceabilty are key. MEAT THE TEAM: Lets take McDonalds for example; they’re letting us meet the team, and speak to the farmers. Okay, they might have been paid to big up the brand in all ways possible, but it’s removing that weight from our consumer shoulders, as we know that ‘Mike the Potato Farmer from Surrey, England’ isn’t being exploited. Oh, and the 100% British cows aren’t either.

SHOW ME WHAT IM EATING: An emerging trend sees restaurants opening up their kitchens, in order for us to see how our food is being prepared. OWN-GROWERS: 51% of us in the UK said we would consider growing our own produce, as well as the country wide encouragement to buy locally. This sees consumers return to traditional lifestyles. Then there’s the Whole Foods market too; the super-local-chain style store that have bloomed out of London suburbs to other UK areas such as Cheltenham and Glasgow. THE CREATIVE COMMUNE: Creativity is being sparked into the lives of many, as consumers take on a ‘do it yourself’ approach to living. Post throwaway culture, mass consumerism and fast fashion – quality, care and longevity has become core to culture, a blossoming feature to the make-do and mend ideals. This has come in forms of food, fashion, houses or furniture. This anticapitalistic idea has begun to slow things down, showing the importance of community and care, and less about sale and profit.

Honest now seems to be less about being honest with our bodies, and more about being honest with the world – the common good.

NO BULLSHIT: As a result, packaging will give us ‘no more bullshit.’ Simplicity will rule as brands try to ensure consumers there’s nothing to hide inside, whilst providing us with the best or ‘organic’ ingredients. The Real Food Farm in Baltimore captures this, ‘no fuss’ and ‘real’ are words they go by. Similaryly, Original Source shower are packed with natural (and mostly edible) stuff.

trends consequences

FRANK FOOD: Honesty will be key to brand identity, as Honest Burger of Brixton knows best, being renowned for their 100% british appeal, you now know where every part of your burger has come from. Honest now seems to be less about being honest with our bodies, and more about being honest with the world – the common good.

SELLING SCIENCE: In a wake of science, packaging has developed from the days of fictional fantasy. Out of bright colours and sales pitches, this ‘no bullshit’ approach is combined with factual evidence and scientific elements to produce something that symbolizes an equation or snippet from the periodic table.L’Oreal male skincare brand Kiel’s who are “dedicated to giving customers quality skin care and hair care products based on the most advanced science and utilizing unique, natural ingredients” is a prime example of this. Science has stepped out of one specific ‘lab’ group, and into every day culture, standing as ‘proof’ for those ‘sceptic’ consumers who may need reassurance they can still trust their favourite brands.

MADE IN STORE: Bread & Butter trade show, showed the importance of ‘made in store’, with levis showcasing how jeans are made right in front of your very eyes. Whilst M&S are creating their ‘made in store’ snacks, and American Apparel houses their manufacturing and production in house.

trend futures TAKE IT BACK TO TAILORING: The importance of tailoring will return as consumers look to fit, comfort, cut and personal preferences when seeking new brands. We will see this take place in front of our own eyes, the production cycle will be there for all to see.That personal connection with our tailor and seamstress that has decreased with the rise of overseas manufacturing could make a comeback as the make comes back to the Brits. British brands Jaeger are already stepping out of Asia and back to the isles.

WAKE OF THE WORKSHOP: We will begin to see a rise of interest into the manufacturing process of clothing, 3d printed or not, this will be the wake of the workshop.Hermes silk allowed us to take a peak of just how they make their luscious neckpieces - quoting “It takes two years to make and two minutes to buy!” – with mission to share the knowledge and skill of the workforce, and makers in such industries.

case study- the albion /

The Albion Cafe 2-4 Boundary Street, Shoreditch, London E2 7DD

Chris - Designer, London UK. “I like the simplicity of the Café. Its fresh, bright and really comfortable. I love the nostalgia and homeliness it adds by having the fresh baked bread and vegetables around. I think the bestthing is being able to see what you order as the kitchen is open so you can seeyour food being prepared. Although its pretty pricey, they serve great coffee,breakfast and the atmosphere is mega chilled.”

what is it? Albion is a caff and small shop, with an in-house bakery and cake counter, where the vast majorityof the food and drink products are British.

the hand over /#2

trends drivers ACCESS ALL AREAS : We are always connected on the go, with WI-FI, powered by ‘the cloud’ in the majority of public places, allowing consumers to browse the internet at their leisure.

GOOGLISATION: As Super Brands like Amazon, Google and Facebook have access to endless amount of personal data on their consumers, they can sell on this onto businesses to help them get to know exactly who their consumer is and their interests rather than guessing. The late majority trust Google, and don’t second-guess when they are asked to handover personal information. These lead to opportunities for Google such as the creation of their Google target ads.

trend impacts

CUSTOMER SERVICE Vs INTRUSIVNESS British Airways are now launching a new scheme called ‘know me’ where they are now ‘Googling’ passengers as they get on and off the plane so they can greet them by name so they can create a more ‘personal’ customer service. Tesco also are scanning customer’s faces at their petrol Stations so they can detect their age and sex for advertisers. Slightly intrusive…

ALL IN ONE Google has lead to brands such as Amazon, Netflix and Spotify recommending other products to you based on your past interests. The new consumer is more demanding than ever, with big data brands can collate all the information about you as a consumer and suggest other products that they know you will like.

‘companies are using big data to understand more about what their customers or consumers want, what they are thinking and help them offer a more personalised products, services or experiences’ -john graham, emc

THE OPT OUT Consumers will begin to become increasingly curious and ‘creeped out’ by how much information brands will have on them. Already consumers are researching ways of opting out of Google target and Facebook ads, a well as taking it upon themselves to investigate how safe they really are. A guy recently found out that his TV was spying on him after he realised the adverts on TV were targeting him as they very similar to the things he had been researching online… NICE KNOWING YOU With businesses knowing everything about your shopping and spending habits and companies such as British Airways ‘Googling’ you to know you by name, more and more customers could feel incredibly violated by this, it could even mean that they will start to avoid bricks and mortar stores all together.

trend consequences

LAGGARD NAIVETY The naivety of the late majority means that programmes such as the Finger scanner on the Iphone are being accepted without hesitation. Consumers are handing over even more personal information without giving it a second thought. This is mainly due to the trust they have in corporate brands such as Apple and Google, which is why they are getting away with so much. HONEST HACKERS With all the data that is available these days it is no wonder that hacking has risen. But what these hackers are now doing is showing consumers how unsafe their data really is by hacking into companies and showing how easy it is. In December American retail giant Target had 40million of their consumer’s credit card details stolen making consumer realise how safe am I really?

‘as fashion and trends change more and more frequently, retailers will have to move fast to exploit the latest and greatest products. That will mean understanding more about what consumers want and designing or identifying products or services their consumers will want.’ -john graham, emc

trend futures

WE KNOW WHAT YOU NEED Univsersities are already using big data to predict which future candidates will pass or fail. This look into the future, will provide brands a greater understanding of their consumer’s needs before they know themselves, allowing them to stay ahead of the curve.

THE CORNER SHOP Back to where it all began, stores will look to simulate a ‘corner shop’ experience through their deeper level of understanding of their consumer base, due to the increased use of big data. This will provide the customer with a personal and tailored experience, creating greater brand loyalty.

5dimensional /#3

trend drivers CLICKS TO BRICKS With the rise of e-commerce, many retailers are underestimating the role of their bricks and mortar estates. Shopping habits of 18to 25-year-olds suggests that just over two thirds of them - some 68% - prefer to shop in stores for clothing and shoes. We want to understand the brand’s literacy on every level.

THE TAKEOVER With innovation of wearable technologies at the forefront of our futures, we are seeking to be part of new invention, meaning brands need to integrate these technologies within their brand identity. Remembering that augmented reality has the ability to heighten our senses, consumers will be more empowered than ever before.

EAT, SLEEP, WORK, REPEAT. There is an increase in the proportions of professional, managerial occupations, meaning consumers have less time than ever. This consumer wants to try a product, without having to physically do so.

trends impacts IF THE SHOE FITS A whole new ‘ try before you buy’ concept is revolutionising retail online and offline. The Ikea furniture app, allows you to pick an item of furniture and virtually place it within your home to see if it’s right, whilst virtual fitting rooms, such as provides consumers with a way to try on clothes, without actually doing so. Similarly, Rayban & M&S have incorporated this concept into their stores. PHYSICAL IS DIGITAL Are we putting more trust into all things virtual? Virtual Currency is paving the way to our future, BITCOIN is booming. Investors are piling into the digital currency, which is not issued by a central bank but is conjured into being by cryptographic software running on a network of volunteers’ computers. Similarly, ‘coin’ is one card that virtually stores all your cards so you only have to carry this one, with the ability to choose which one you pay with. THE AVATAR WILL SEE YOU NOW There is a greater need for seamless customer interaction as we have less time on our hands, we all hate waiting, and doctors surgeries are reacting to this with the utilization of an avatar that acts as a doctor, prioritizing treatment without the time wasting. Whilst reducing the need for surgery visits and receiving advice in their own homes. IXPERIENCE 5D isnt just about things more simple, its about enhancing the experience. imax cinema is an example of the importance of this, there is no frame, the pictures bigger than your field of view, yu’re no longer at the window, you’re outside among the stars. It grabs your senses, creating a fuflling virtual experience.

RETAIL IS DETAIL We no longer want a boring experience in our stores, we want to relate to a brand on every level, it’s the details that count. Abercrombie and Fitch, attract the teen market and in store spray perfume in changing rooms after every person has left, reinforcing that next time you smell this smell- you will be coming back. Similarly, slow music increased spend in supermarkets by 39.2% and since then, Nike has found introducing scent into their stores increased intention to purchase by 80%.

trend consequences

HUMAN Brands are seeing the importance of humanizing and personalising the virtual experience. Burberry’s ‘Kisses’ allow users to virtually send a kiss to any destination or individual you want, creating a personal connection to the brand As part of the Festival of Imagination taking place this month at Selfridges, fashion designer Gareth Pugh has worked with Inition to create a “multi-sensory experience” called Monolith. The installation uses an Oculus Rift virtual reality display embedded in an angular helmet to transport visitors through monochromatic cityscapes filled with strange shapes and silhouettes. This shows how the merging of the physical and digital worlds can increase consumer engagement with the brand.

Life in virtual reality could soon get a whole lot tastier.

trend futures TOUCHY-FEELY Computer giant claims future gadgets will include haptic feedback technology allowing you to virtually feel clothes before buying them. This could revolutionise retail, computers that allow us to ‘feel’ an item of clothing on screen could mean a whole new level of product engagement for retailers and consumers. TINGLING TASTEBUDS Life in virtual reality could soon get a whole lot tastier, and now a digital simulator can transmit the taste of virtual food and drink to the tongue. With the possibility of many health benefits, providing a satisfaction with no physical side effects, retail could provide consumers with a guilt-free experience.

A PLAYFUL GENERATION Interaction between our smartphones/ipads and the instore environment could be a new phenomenon, with Apps such as ‘Blippar’ allowing us to interact with brand logos through augmented reality, and Ibutterfly, an app that focuses upon catching virtual butterflies instore to ‘catch’ promotions and offers. SMELLY COMMUNICATION Is the future about sending smelly communication? The O-phone, allows us to do just that, still in the making, this gadget attaches itself to the bottom of your phone and will allow you to record smells and send them to your friends. This is an exciting concept for brands who can market to all the senses, ‘smell this leather jacket, I’m going to have to buy it’.

case study- the ophone /


It’s a device that connects to a phone. Smells are generated by the oPhone accessory after being selected and sent from your smartphone, like a smelly, wordless text message.

the highstreet

We thought it would be important to look at the current state of each of the 3 retail sectors. The high street was chosen as we think that our trends would benefit it the most. According to new figures published by the British Retail Consortium (BRC), footfall for the high street in December 2013 was 2.4 per cent lower than in the corresponding month in 2012.

retail futures /

Brands will seek to entice consumers into a friendly, local environment that will make them feel right at home. Education in retail will become prominent, with individuals being given the opportunity to feel part of the community and learn from others. Retail will be a place to learn about the brands product offering, manufacturing process and production. This trend will centre itself around true craftsmanship, intricate details and open arms.

learn from the locals

we know what you need

The advantage to big data; it reveals everything about you and this predicts your purchasing decisions. For Brands, this means the ultimate personalised experience for their consumer base as stores cater to individuals. It could be revolutionary, only if handled with care.

sensory sales

A sensory sensation; brands in the future will focus upon merging all this physical and digital. Stores will seek to appeal to all five senses as advanced technologies allow endless possibilites. This creates a whole new meaning to ‘try before you buy’ and consumer engagement. Haptic feedback technology will allow users to feel textures through a screen, meaning you can test an item just in your own home.

appendix /

list of illustrations Fig 1. Lohr, T. 2014. ‘Andrej pejic’. [image online] Available at: http://www.designscene. net/2010/11/andrej-pejic-thomas-lohr-i-d.html [Accessed: 16 Feb 2014].

Fig 18. ‘Open Kitchen’. 2013. [image online] Available at: portland-vegetarian-cuisine-00418000080660/ [Accessed: 16 Feb 2014].

Fig 2. TIME MAGAZINE. 2014. gay marriage. [image online] Available at: http://www.homorazzi. com/wp-content/uploads/2013/03/time-magazine-gay-marriage.jpg [Accessed: 16 Feb 2014].

Fig 19. Original source. 2014. Original Source lemon tea tree. [image online] Available at: http:// [Accessed: 16 Feb 2014].

Fig 3. genderless baby. 2013. [image online] Available at: genetics/gender-child-baby-society-boy-girl-110531.htm [Accessed: 16 Feb 2014]. Fig 4. The ‘Cronut’. 2013. [image online] Available at: Uhyqr_xOyaI/AAAAAAAABrY/7RQblmm6wtA/s1600/hhhhhh.jpg [Accessed: 16 Feb 2014]. Fig 5. toys r us. 2013. Genderless toy store stockholm. [image online] Available at: http://www. [Accessed: 16 Feb 2014] . Fig 6. blurred. 2013. [image online] Available at: glitchy-imagery-for-pattern-lovers [Accessed: 16 Feb 2014]. Fig 7. Norrie May- welby- first genderless person. 2014. [image online] Available at: http://www. [Accessed: 16 Feb 2014]. Fig 8. ‘Just Don’t Do it’. 2013. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 9. ‘You need to get your own look’. 2013. [image online] Available at: http://aledknowsbest. com/post/44308752805/in-light-of-the-horse-meat-scandal-its-probably [Accessed: 16 Feb 2014]. Fig 10. ‘Woman holding edward snowdon sign in front of face’. 2013. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 11. Mcdonalds Canada. 2013. ‘pink goop’. [image online] Available at: com/watch?v=Ua5PaSqKD6k [Accessed: 16 Feb 2014]. Fig 12. ‘million mask march’. 2013. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 13. ‘Cambodian sweat shop protest’. 2013. [image online] Available at: http://britishempress. [Accessed: 16 Feb 2014]. Fig 14. ‘cattle’. 2014. [image online] Available at: Pix/pictures/2008/03/11/0311_cattle_460x276.jpg [Accessed: 16 Feb 2014]. Fig 15. ‘Grow your own’. 2014. [image online] Available at: http://habitaniaworkrooms.tumblr. com/page/6 [Accessed: 16 Feb 2014]. Fig 16. artisan. 2014. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 17. ‘DiY candle holder’. 2014. [image online] Available at: make-candle-holders-from-dry-twigs.html [Accessed: 16 Feb 2014].

Fig 20. Honest burgers. 2013. ‘Honest Burger’. [image online] Available at: http://scottgrummett. com/blog/ [Accessed: 16 Feb 2014]. Fig 21. Kiehls 2013/ [image online] available at: Fig 22. bagpipe maker. 2014. [image online] Available at: Craftsmanship [Accessed: 16 Feb 2014]. Fig 23. copper and silk. 2014. copper and silk. [image online] Available at: http://www.pinterest. com/copperandsilk/ [Accessed: 16 Feb 2014]. Fig 24. Henry Herbert. 2014. ‘inside a tailors workshop’. [image online] Available at: http://www. [Accessed: 16 Feb 2014]. Fig 25. The Cambridge Satchel company. 2013. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 26. The albion caff. 2014. [images online] Available at: [Accessed: 17 Feb 2014]. Fig 27. stay connected. 2013. [image online] Available at: html [Accessed: 16 Feb 2014]. Fig 28. get wifi here. 2014. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 29. google hotspots. 2013. [image online] Available at: [Accessed: 16 Feb 2014]. Fig 30. The digital age. 2013. [image online] Available at: au/2011/04/the-digital-age/ [Accessed: 16 Feb 2014]. Fig 31. Amazon logo. 2014 [Image online] Available at : Fig 32. Netflix logo. 2014 [image online] Available at :

Fig 33. British airways. 2013. Google Passengers. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 48. Ikea app. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 34. Spotify. 2013. Recommended for you. [image online] Available at: http://news.spotify. com/uk/2013/10/01/spotify-follow-button/ [Accessed: 17 Feb 2014].

Fig 49. Ikea furniture app. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 35. Spotify. 2013. Recommended for you. [image online] Available at: http://news.spotify. com/uk/2013/10/01/spotify-follow-button/ [Accessed: 17 Feb 2014].

Fig 50. Rayban virtual fitting room. 2013. [image online] Available at: tumblr_m60md1gCRe1qcuhvho3_1280.png [Accessed: 17 Feb 2014].

Fig 36. telegraph. 2013. Amazon drone. [image online] Available at: technology/amazon/10488104/Amazon-drones-nine-ways-it-could-go-horribly-wrong.html [Accessed: 17 Feb 2014].

Fig 51. Smartphones. 2013. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 52. virtual fitting room. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 37. Tesco. 2013. Tesco Face scanner. [image online] Available at: http://www.thegrocer. [Accessed: 17 Feb 2014].

Fig 53. virtual wallet. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 38. Tv spying on you. 2014. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 54. A&F perfume. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 39. Local shop. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 55. burberry kisses. 2013. [image online] Available at: article-2340229-1A47CC2A000005DC-164_306x238.jpg [Accessed: 17 Feb 2014].

Fig 40. Morrisons local. 2014. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 56. Burberry kisses. 2014. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 41. Augmented reality in education. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 57. Kisses envelope. 2013. [image online] Available at: originals/13/a5/90/13a5908ffefe88271c8f94b5859c94be.jpg [Accessed: 17 Feb 2014].

Fig. 42. Ebay pop up stores. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 58. Smelling rosehip oil. 2013. [image online] Available at: rosehip-oil/ [Accessed: 17 Feb 2014].

Fig 43. google glass. 2013. [image online] Available at: qa-google-glass-designer-isabelle-olsson [Accessed: 17 Feb 2014]. Fig 44. online to offline. 2013. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 45. wearable tech fashion. 2013. [image online] Available at: news-2/america/ [Accessed: 17 Feb 2014]. Fig 46. BITCOIN. 2013. [image online] Available cle2/0,2817,2417741,00.asp [Accessed: 17 Feb 2014].


Fig 47.’Coin’. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 59. blippar. n.p. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 60. blippar. n.p. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 61. Haptic Feedback tech. 2013. [image online] Available at: jpg [Accessed: 17 Feb 2014]. Fig 62. Ibutterfly app. 2013. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 63.Taste simulator. 2013. [image online] Available at: [Accessed: 17 Feb 2014].

Fig 64. Vapor communication. 2013. the ophone. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 65. Vapor communication. 2013. the ophone. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 66. The UK highstreet 2013. [image online] Available at: archive/02611/newPic_5602_jpg_2611068b.jpg [Accessed: 17th Feb 2014] Fig 67. allotment. n.d. [image online] Available at: gardens/gardenfinder/garden.aspx?id=20984&h=533&w=800&sz=122&tbnid=PENqsGxqJrcdLM&tbnh=183&tbnw=275&zoom=1&usg=__i65TrdxbM3bVCbIAIV0V_8XumuU= [Accessed: 17 Feb 2014]. Fig 68. cooking classes. 2013. [image online] Available at: UFrP_rH4YHI/AAAAAAAAFHk/XEk8iO9qCCI/s1600/cooking%2Bclass%2Bwill-23.jpg [Accessed: 17 Feb 2014]. Fig 69. cooking lessons. 2013. [image online] Available at: blog/2010/12/paris-cooking-lessons/ [Accessed: 17 Feb 2014]. Fig. 70. interiors. n.d. critisian corvin. [image online] Available at: http://www.homeadore. com/2013/01/22/lacrimi-si-sfinti-cristian-corvin/ [Accessed: 17 Feb 2014]. Fig 71. roman and williams. 2013. [image online] Available at: http://www.ohhellofriendblog. com/2010/10/inspiration-roman-and-williams.html [Accessed: 17 Feb 2014]. Fig 72. work shop. 2013. [image online] Available at: post/67675722531 [Accessed: 17 Feb 2014]. Fig. 73. big data. 2013. [image online] Available at: W1siZiIsImltYWdlcy8yMDEyMTIxOFQxMDQ1MzAtMzgzNi9zaHV0dGVyc3RvY2tfNzIwNjk0NTEuanBnIl0sWyJwIiwidGh1bWIiLCI1MzZ4MzAwIl1d/shutterstock_72069451.jpg [Accessed: 17 Feb 2014]. Fig 74. digital coathanger. n.p. [image online] Available at: uploads/2012/05/c-and-a-facebook-clothes-hangers-1-537x402.jpg [Accessed: 17 Feb 2014]. Fig 75. panasonic tablet. n.p. panasonic. [image online] Available at: business/toughpad/images/usingRetail.jpg [Accessed: 17 Feb 2014]. Fig 76.tarama. 2013. tarama face scanner. [image online] Available at: http://www.artelektronik. com/images/otomasyon/yuz_tanima/yuz-tarama-face-scanner.jpg [Accessed: 17 Feb 2014]. Fig 77. a vision of the future. 2014. [image online] Available at: slideshow/2012/03/19/frog-design-gadgets-2025-vision-future/#slide=9 [Accessed: 17 Feb 2014]. Fig 78. any surface to a touchscreen. 2013. [image online] Available at: http://www.entrepreneur. com/article/227932 [Accessed: 17 Feb 2014].

Fig 79.electrovibration technology. 2014. [image online] Available at: tech/3241-how-electrovibration-technology-will-add-texture-to-touchscreens/ [Accessed: 17 Feb 2014]. Fig 80. senseg. 2014. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 81. silk. 2013. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 82. tech fashion. n.d. [image online] Available at: [Accessed: 17 Feb 2014]. Fig 83. Touchscreen store Gatwick airport. 2013. [image online] Available at: news/business-19151696 [Accessed: 17 Feb 2014].

online questionaire how much do you share?

EXPERT INTERVIEW - JOHN GRAYHAM EMC 1. How does big data benefit your company? (or a company in general) Companies are using big data to understand more about what their customers or consumers want, what they are thinking and help them offer a more personalised products, services or experiences. My customer, a credit card company, uses big data services to analyse its customer spend history, what they purchased and how long they take to repay, to offer special interest rates, or cash back incentives to encourage certain clients to use their cards more. They also offer points/rewards/ loyalty schemes that can be accumu- lated towards flights, holidays, discounts with certain retailers etc.All designed to maintain clients and encourage use of their credit card over other competitors 2. Can consumers learn anything from big data? how can it work for the con- sumer in the future? Consumers will hopefully receive a more personalised service giving them access to deals on their favourite products or services at the right time. Eg the last thing you want is a deal on a new car when you just bought one. It’s all about understanding more about what consumers want and when they might want it. Timing is really important. 3. Do you think that the process of big data is intrusive to your customers? Big data can be seen as very intrusive and if not handled with care and sen- sitivity can switch a consumer off from using a companies product or ser- vice. Too much spam mail or post just turns people off. I think it’s all about timing. Eg Getting the right offer to the right person at the right time. I4. Where do you see the future of big data going? (i.e in retail, how can re- tailers benefit from it?) As fashion and trends change more and more frequently, retailers will have to move fast to exploit the latest and greatest products. That will mean un- derstanding more about what consumers want and designing or identifying products or services their consumers will want. It will be about making it a more fun experience.. 5. Do you think that big data is encouraging hackers? (don’t worry if you can’t answer this!)

Yes, any source if private and confidential and commercial information (bank, credit, national insurance, health records, product secrets etc) are targets for organised crime of all types. As governments and companies hold more information about individuals the more time and money they will have to spend protecting it. The same goes for what is known as ‘sovereign threat’ where foreign governments are ‘spying’ on other countries, politicians, companies etc to steal valuable information to give them an edge politically and commercially. For example the recent Wikileaks expo- sures showing the US government hacking the private phone calls of foreign leaders etc... 6. Is your consumers data ever safe? or does it always come with risks? (i.e google Target, in december they got hacked into and 40million consumers credit card details were stolen) You can never say private information is 100% secure from hackers. Hackers are made up of a multitude of different sources eg rogue individuals just out to prove they can break someone’s security, organised crime, looking to profit from stealing identities and private information etc for financial gain to governments etc. As technology closes holes in technology, the ‘hackers’ are not far behind finding gaps in the system. In addition to security, the next big issue is availability of IT systems. As governments, companies and private individuals rely my and more on technology in their day-to-day lives, when those systems fail, it causes more impact to society in gen- eral. Banks like RBS, Lloyd’s etc have been in the press recently when their systems failed stopping their clients use their credit cards in shops, restaurants etc. a recent survey of BBC worldwide journalists cited the next global threat/ disaster will come from failing IT systems - might be worth a look...

The future lab final