A new report on the future of commerce predicted sweeping changes to how consumers shop in the next two decades.
For one thing, brick-and-mortar stores will need to leverage technology to offer things that online retailers can't, Euromonitor International wrote in its " Commerce 2040 " report issued last month.
That means stores could introduce "cold zones" where shoppers can try on winter coats, turf-like surfaces to test out athletic cleats, and other innovations that replicate the environments where shoppers will use products.
Stores will also employ facial-recognition technology that will identify customers as they enter the store and provide them with tailored shopping experiences, the report predicted.
"Physical outlets remain a critical part of todays shopping journey, both in terms of brand engagement or purchase execution and continue to play a role in 2040, though their functions will evolve," the report said.
In 2040, the report predicted:
- Consumers will be able to try on items in the environments they'll be used , like cold zones to try on winter coats and turf to try on cleats.
- Facial scanners will recognize customers as they enter the store, allowing for a tailored shopping experience.
- Virtual stylists will help consumers make choices based off what they already own.
- Payment will be made automatically upon exiting the store.
- Stores will have separate entrances for those picking up orders made online.
"Technological advances are increasingly detaching the purchase decision from a physical outlet," the report said. "Smart retailers will leverage technology to remove the hassles of shopping for mundane purchases while tapping into the innate curiosity to see, feel and experience specific products."
"The journey is no longer just about the end-pointthe purchase," the Euromonitor International report said. "The ideal journey provides value before, during and after the purchase, converting a transaction into a relationship."
SEE ALSO: 20 years from now, our homes will have mirrors that give us style tips to robots that help us with dinner
DON'T MISS: Gen Z has a completely different shopping preference from millennials and it's good news for retail