THE BATTLEFIELD

  Howard Saunders   Nov 06, 2018   Future, smartphone, technology, Uncategorized   0 Comment

The high street has become a battlefield. Every morning we awake to yet more news of store closures: stores we grew up with and brands we believed would be around forever are shuttering up as the best form of defence against this relentless, yet invisible, onslaught. And now our restaurants, pubs and bars have become infected too. Big name, highly regarded chains such as Byron, Carluccio’s and Jamie’s are buckling under the pressure as their foes advance on all sides. Rent, rates, Amazon, Brexit, Deliveroo and even the weather have joined forces against the very places in which we once sought refuge…and a cold beer.

But on the distant horizon a new technologically advanced force is preparing for battle. Autonomous vehicles, drones and robots armed with artificial intelligence and facial recognition software are plotting the next wave of disruption. The question is, are they friend or foe?

Ok, enough metaphor for one day. You get the picture. There’s no question the shiny new world that beckons will change the way we shop, work and play. Artificial intelligence is sure to iron out most of the irritating niggles we bump across during our working day. It won’t be long before we look back on form filling, applications and buying tickets for travel as the quaint behaviour of a gentler age. Predictive algorithms will eliminate much of the friction and frustration in getting hold of the things we need, because they will know what we need before we do. Our working lives will become ever more digitised as our e-assistants complete tasks and solve mundane problems in nano seconds while we focus on the more creative stuff.

But surely, at the end of a hard day plugged into the electronic universe we will yearn for a bit of human contact, a warm smile and a cold beer? Of course our e-assistant could have one droned in (within three minutes…in its refrigerated drone pod) but wouldn’t you prefer to sit at a real bar for some real life eye contact?

The future may be somewhat daunting, scary even, but it’s worth reminding ourselves that we’ll still be human when it arrives. It’s understandable that in the rush for the future we believe even hospitality will become digitised. I say let’s keep the robots busy in the back office organising the logistics, the stock replenishment and the P&L, and let the humans do what they’re best at.

As AI and robotics lubricate our lives I believe we will seek out, and value, human connection even more. So before you order that row of iPads to speed things up a bit, consider instead investing in a smart, charming, genuinely charismatic human being with an engaging smile.

The future doesn’t just happen, it’s waiting for us to shape it. So let’s at least agree what hospitality is for and why we will always yearn for it.

Join me on Twitter @retailfuturist for daily retail rants

About Howard Saunders

Howard has worked in retail design for over twenty five years. As a former Creative Director of Fitch, based in London, he was responsible for retail design and branding and for creating multi-disciplinary teams of architects, graphic designers, product designers and copywriters and making them work together! As an independent consultant Howard has worked closely with Marks & Spencer, Waitrose and Westfield, for over a decade, helping them develop new store designs and keeping them informed of the latest retail innovations and shifts in customer expectations. His work with Westfield, for example, culminated in the creation of the artisan Great Eastern Market at Westfield Stratford, Europe’s largest shopping centre, which opened in 2011 on London’s Olympic Park. Now based in New York, Howard’s current clients include CBRE, Claire’s Accessories, Consumer Goods Forum, Ebay, Johnson & Johnson, L’Occitane, Magento, Mothercare, Permira and Westfield World Trade Center. As an international speaker Howard’s talks are big, visual journeys across the world of retail. Provocative, challenging, brutally honest, evidence based and thoroughly entertaining.

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