Apple, Inc.

2016 will be a year when many niche innovations in customer experience will become mainstream as consumers expect more out of their shopping experiences, forcing traditional retailers to step up or risk becoming irrelevant. Marketplace buzzwords and emerging trends, such as personalization and seamless mobile access, will become table-stake elements of the customer experience.

Here are ways retailers will take their customer experience to the next level:

Personalization

Shoptalk is out to break the mold of what constitutes a retail industry event and the clearest indication of that philosophy is a digital brochure that showcases an expanding roster of speakers and the image of a monkey sitting on a toilet. Seriously.
 

Kansas City, Mo. -- Taubman Centers and The Macerich Company announced an agreement to purchase Country Club Plaza located in Kansas City, Missouri, from Highwoods Properties. Taubman and Macerich will each have a 50% interest in the center, which will be jointly managed by both companies. The mixed-use retail and office property was purchased for $660 million cash, excluding transaction costs. Concurrent with or shortly after closing, a long-term, fixed-rate loan for 50%-60% of the purchase price is expected to be placed on the asset.

RANDOM NOTES: The North Face puts its passion for adventure and the great outdoors front and center in its new flagship in London. Designed to inspire customers to explore the world, the 4,300-sq.-ft. store features skylights, live greenery, tree trunks that extend through the ceiling windows, and such tech enhancements as a virtual reality experience that takes viewers on a journey through Nepal. Digital screens (“sky windows”) set in the ceiling have imagery that reflects outside weather conditions.

I remember something a retailer once said to me more than 25 years ago, long before digital mattered. It’s still true today: If the product’s not right, nothing matters. If the product is right, everything matters. That everything now includes staying ahead of the consumer digitally. We’ve gone from a generation that saw technology as a skill to one that doesn’t see it at all — it’s so natural it’s become instinct. This shopper lives in a world where digital doesn’t just define shopping habits — it defines the way shoppers live.

Last week, I looked at the top three trends that disrupted how retailers engage their customers during 2015. This week, I predict the top three trends that will set the course for customer engagement in 2016.

As Seen on TV

Executives from retail and restaurant chains grabbed some of the top spots in an annual ranking of the nation’s top CEOs.

Rite Aid chairman and CEO John Standley was rated the number one executive on ExecRank’s 2015 Top Mid Cap CEOs list. Taking the number two spot: Sally J. Smith, CEO and president of Buffalo Wild Wings. Gary Friedman, chairman and CEO of Restoration Hardware Holdings, took the third spot.