2015 brings changing commuter habits
With a new year upon us it’s time to pay serious attention to changing commuter habits and increased levels of connectivity, and the innovative opportunities to engage audiences that these are bringing.
Consumers now expect the same levels of convenience they experience online when travelling in the real world, and with the array of smart devices they command, why shouldn’t they?
Perhaps the most eye-catching innovation for the new breed of time-pressed commuter is the click-and-collect services that began rolling out in 2014. The next twelve months could see these truly arrive at the centre of everyday retail, moving beyond selling basic groceries and into fashion and premium products (like gifts).
Market research firm Mintel, which recently published its Consumer Trends 2015 report, predicts that 17% of all online retail sales (2.2% of all retail sales) will run through click and collect services in 2015. Not bad, considering the concept only launched last year. The expectation is that these increasingly accessible services will spark even more of a craving for instant access to expertise and advice on tap amongst commuters.
As this all takes shape, brands will be finding bigger and better ways to stand out in and around transport hubs with these services. Look out for the increasing numbers of brand ‘touch points’ that will engage them with commuters to sell premium lifestyle goods, financial services and even medical advice in 2015.