Seamless customer journeys was a prominent theme in both Europe and the US this year. Ole Johan Lindøe, Vice President of Digital Commerce at Columbus, explains that many are referring to it as the breakdown of channels, or moving from omnichannel to “everywhere commerce.”

Research from Zalando shows that the average customer interacts with over 20 touchpoints before purchasing a product. Ole Johan highlights that this is a significant number and it means a lot of the customer journey is beyond the retailer’s control.

 Retailers need to be consistently present, active, and make sure their brand is represented across all touchpoints.

Ole Johan says another key trend follows from this behaviour: building communities and fostering loyalty. A lot of the conversation from industry leaders focused on the fact that it’s not just about introducing loyalty schemes and expecting loyalty. Retailers need to engage their potential customers in a community-focused way and actively involve them.

Once again, Ole Johan points to Norrøna and Polarn O. Pyret as standout examples of brands that have successfully integrated loyalty programs with community engagement. Norrøna's loyalty program offers members exclusive access to product testing, special events, and the opportunity to earn cash points on purchases. Similarly, Polarn O. Pyret’s PO.P+ loyalty program provides members with benefits like discounts and early access to promotions.

There was also a lot of discussion around Gen Z’s customer journey behaviour. Gen Z spends a significant amount of time in physical stores, but they’re not always making a purchase while there. In fact, they often use stores to experience the brand or product.   "This could be learning how to use it, feeling it, or experiencing it in other ways. It’s part of their lifestyle, a way to meet people and socialise outside of social media,"  says Ole Johan.

This trend is most prominent in fashion and lifestyle brands. However, even DIY stores and hardware retailers are noticing this shift.

There’s an increasing need for retailers to guide their customers on how to use products. 

It’s about understanding what your target group values and how they use your products in the context of the experience."