Imagine that you are walking in the city center of Rotterdam in the year 2020. A hungry feeling makes you decide to have lunch, so you use your mobile phone to see if there is any nice place to go. A personal profile shows you five restaurants and you decide to pick the one with best recommendations. During lunch you check the newest trends in the online stores and place them in your own shopping list, which results in the shortest route you can walk this afternoon. You pay by using your mobile phone and walk across the street to the first store. During shopping, recommendations of stores nearby pop-up on your screen based on your personal profile. Unfortunately, the article is not available anymore and you scan the product with your shopping app. This evening, the product will be sent home. Shopping in 2020 will be a total different experience than it is today.
As the story describes, shopping experiences will change over the coming years because of the change in needs and possibilities of consumers1,2,3. Consumers want to have the possibility to buy products every moment of the day and the Internet will be of importance in this change2,3. The introduction of applications on mobile phones facilitates this1, and will be the basis for the future shopping experience. Research shows that cross channel retail is an upcoming trend in the future retail industry1,2,4 (figure 1).
Figure 1. Change of consumer behavior on online and offline purchases. Blue: Online purchase; Brown: Offline purchase; Green: Cross channel4