Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Americans’ approach to using technology in their shopping journeys has fundamentally shifted due to COVID-19, providing new opportunities for brands as pandemic restrictions come to an end. Canvas8 polled 1,020 people and spoke to eight individuals to explore this topic in depth.

Queueing has always been a pain point for customers, but the pandemic added real health risks and longer lines to the mix. With expectations of hyper-convenience having been honed by digital immediacy, people are turning to virtual queuing technology to avoid the hassle of real-life lines.

Homes are increasingly controlled by voice tech, but people have been slower to turn to it for purchases, especially for high-value items. How is low consumer trust and the user experience delaying mass adoption? And how can brands get ahead before it becomes a mainstream payment method?

Technology has become central to shopping as COVID-19 has led people to seek out touch-free experiences. But how will augmented reality fit into the future retail landscape? How can it bridge the gap between e-commerce and brick-and-mortar to deliver convenience, safety, and a personal touch?