At RetailSpaces, futurist and digital anthropologist Brian Solis took the stage to deliver a message that cut through the noise of AI and tech trends. While generative AI is reshaping the retail landscape, Solis reminded the audience of a timeless truth: the heart of innovation is understanding people.
The Consumer at the Center
Solis’s work as a digital anthropologist focuses on how technology transforms behaviors—not just for consumers but also for employees. “We spend so much time designing the bridge but forget about the people crossing it,” he explained. This shift in priorities is crucial for retailers navigating today’s hybrid physical-digital landscape.
Drawing from his research, Solis introduced “Generation Novel” (Gen N), a term he uses to describe a consumer behavior shift that transcends traditional demographics. “It’s not about being Gen Z or Millennial anymore—it’s about how technology and global events like the pandemic have rewired all of us.”
Fidgetal is the Future
The blending of physical and digital—what Solis humorously called “fidgetal”—is shaping new consumer expectations. Today’s shoppers demand seamless transitions between their online and in-store experiences. Solis highlighted innovations like real-time AI-powered recommendations, modular store layouts, and augmented reality tools that bring products to life, all designed to keep consumers engaged.
“Whether they’re in a store or scrolling on their phones, today’s consumers don’t see a divide between the physical and digital world,” he said. For retailers, this means designing spaces that cater to both worlds—bridging online convenience with in-person connection.
Impatience is the New Competitor
Solis argued that today’s biggest competitor isn’t another brand—it’s consumer impatience. From Uber to curbside pickup, customers now expect speed and convenience in every interaction. “If it’s not fast or intuitive, they’re gone,” Solis explained. For retailers, this means rethinking everything from parking spaces to checkout processes to meet the growing demand for instant gratification.
The Day One Mindset
Solis closed with a challenge to retailers: embrace Jeff Bezos’s “Day One” philosophy. “Every day should feel like the first day of your business,” he said. “The moment you rest on your laurels is the moment you become irrelevant.”
For Solis, innovation isn’t just about adopting the latest tech—it’s about reimagining spaces and strategies to meet the evolving needs of consumers. As he put it, “The future of retail isn’t just digital or physical—it’s human.”
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