More than 80 percent of shoppers will expect hyper-curated in-store shopping experiences created just for them that simplify choice and flexibility by 2030. This was a key finding from the recently published Future of Shopping study from Synchrony a consumer financial services company and Women in Retail Leadership Circle partner.

While providing a range of product options to customers has always been a hallmark of best-in-class retail brands, the explosion of choice and increased opportunity has led to a heightened need for more curation and customization, Synchrony said in its report. In fact, according to Synchrony’s survey of 1,000 U.S.-based consumers, 62 percent of shoppers believe their shopping experience would be simpler if stores offered fewer merchandise choices. What’s more, 55 percent expressed an intent to use on-site personalization services if they were available.

Another key finding from the report was that while shoppers have always cared about convenience, today’s consumers are more concerned with the flexibility, access and speed of their shopping experience. The act of shopping has become and will continue to move away from being an isolated activity, instead being embedded into other activities such as scrolling through social media, gaming or going for a walk. In fact, 64 percent of shoppers surveyed believe that in the future, shopping will not be an isolated activity, but instead brands will reach them through separate but linked activities (e.g., social media activity linked to geo-location recommendations while out on a walk, metaverse brand interaction directs shopper to nearest physical location with tailored recommendations.)

The research also determined that retailers that prioritize an experience-driven shopping strategy will prevail if they continue to innovate and differentiate themselves with new technologies. Moving forward, the focus will be on developing more connected experiences across channels and brands. Outstanding customer service and brand ambassadors are key to helping consumers gain insights and drive loyalty.

“Our study found that shopping doesn’t happen in isolation, but rather with connected ecosystems driven by unique technologies that play a critical role for retailers seeking to meet these consumer demands,” said Florin Arghirescu, Synchrony’s senior vice president and chief product officer. “Synchrony is working with partners to offer curated, convenient consumer experiences, whether that’s enabling choice and flexibility in financing in-store or online or mobile wallet provisioning for purchases on the go.”

To download a copy of Synchrony’s Future of Shopping study, click here.