Right thing, right there

Consumers are demanding new levels of convenience and portability. It brings together new, hyper-portable formats of products with smart channels of distribution, ensuring that a product is exactly where the consumer is, whenever they want it.

How is this sub-trend evolving?

How it was

Improvements in convenience and portability, increased use of GPS to find what you need when you want it

Available to download in countries around the world, the ShopSavvy app uses the consumer’s location anywhere on the planet to list nearby stockists of items (via scanning the item barcode).

How it is

Products that are specifically designed for life on the move, available wherever the consumer is, whenever they want it

Rolling out in key markets across the world in 2015, the ‘OK Google’ search function for smartphone allows you to say the name of a cocktail and instantly receive mixologist recipes, history of the drink, the closest place to buy the ingredients AND the nearest bar selling that cocktail.

How it will be

As technology-enabled intermediary solutions raise standards and expectations, people demand high end convenience and personalised service without sacrifice.

The Reserve app, founded in NYC, helps guests discover restaurants, book reservations and, crucially, receive personalised service when they’re there, simply tell the app when you want to dine and the type of food you want. You can update their preferences – from location, to size of party, to type of food – to receive recommendations of the best spots for those requirements. What’s more, all reservations are stored in an easy to navigate home page and can be edited at the touch of a screen.

In-market examples from around the world

What: Shizenshoku F&F is an organic goods retailer selling often hard to find, high-end groceries from all over Japan.
Why: Located in Shinjuku (the world’s busiest train station), it provides customers with convenient freshness on their commute home.
What: Local Chef is a food delivery service in Brazil, run through a website.
Why: Local Chef delivers fresh, homemade food from someone else’s kitchen into your home, rather than from restaurants (like Deliveroo or Ubereats do).
What: Food delivery service Foodora has partnered with a tech agency to deliver lunches by drone in Australia.
Why: Foodora prides itself on getting meals to customers as quickly as possible, with drones helping out in the lunch hour rush.
What: Services like Go Jek and Zyllem in SE Asia use an Uber model to turn local people into fast couriers – creating a delivery network for many supermarkets that lack this.
Why: Following the ‘uber–all’ business model trend, Go Jek and Zyllem provide the delivery means – which benefits both supermarkets/ restaurants, couriers who have flexible jobs, and consumers with high expectations for on-demand services.
What: British-made Luce X2 Touch TV is a new-age vending machine embedded with facial recognition technology. This means the machine can be personalised, for example reproducing previously purchased custom hot drinks or refusing to vend certain goods based on age or medical history
Why: The capacity to vend or not depending on the person greatly increases the range of products available at any location, fitting with growing demand for immediate access to desired goods.
What: Pantry (US) is a smart refrigerator that can be used in offices. The fridge is opened by swiping your credit card, and Pantry is smart enough to identify what you take out of it. It will charge you nothing if you have not found what you were looking for.
Why: Making healthy food accessible any time of the day is especially important in office jobs. Pantry solved the problem of opening hours and waiting times at restaurants, developing a 24 hours accessible kiosk with a healthy food offering.
What: AliPay Wallet (Alibaba) is a smartphone payment app in China that allows shoppers to pay for a huge variety of products and services, simply by scanning a QR code.
Why: The app reduces the need to carry around credit cards, and means quick and simple payment at any time, in any place for the time-pressured consumer
What: Rakuten, Japan’s largest online retailer, has put in place collection lockers throughout Japan’s major cities, enabling consumers to collect orders at their choice of location at a time convenient to them.
Why: Rather than put the onus on customers to be at home at a certain time, Rakuten delivers their shopping straight to them – at the right place and at the right time.
What: Vigoo freshly squeezed orange juice vending machines are situated on major commuter routes throughout Shanghai.
Why:  Mechanically squeezed right in front of you, the consumer can be sure that the juice they grab on their way to work is totally fresh, and available at any time of day. No need to track down a café, or juice your fruit at home.