Macy's new in-store virtual reality system lets customers design and walk through a 3D living room – and then buy the furniture. The company plans to roll-out the programme in 90 stores by early 2019 and is also launching an augmented reality app to allow customers to explore furniture at home.

Consumer expectations of convenience have been transformed by the COVID-19 pandemic. Before, high smartphone penetration and widely available 4G and Wi-Fi networks helped on-demand streaming, same-day shipping, and round-the-clock delivery flourish. Yet where these services were once seen as merely gratifying, the experience of lockdown led many to instead consider them urgent, indispensable necessities. As online shopping surged, the culture of ‘I want it now’ became the culture of ‘I need it now’. This demand for fast access to diverse services will not taper off as the pandemic abates. Hyperfast digitised services appeal because they fulfil a ballooning desire for instant gratification and because contemporary convenience hinges on easy-to-use interfaces that help consumers meet their needs seamlessly. But the mechanics of consumerism are complex, and just as shoppers are getting used to summoning their every wish with a keystroke, global supply chains have buckled. By the end of 2021, shipping container shortages, backlogged ports, a lack of factory workers and truck drivers, and disruptive weather events caused by climate change collided, making many consumer goods harder to buy. The fragility of our supply chains – and our planet – seems to be telling us to slow down. Will we be too diva-ish to listen?

With consumers increasingly interested in brand personalization, engaging them directly in the development process creates loyalty and engagement. Target's Studio Connect app connects with an exclusive group of engaged customers to consult with them on upcoming designs.

Urban living has taken on a new face, with a generation of tech-savvy 20-somethings flitting around cities in Ubers and finding dates with a swipe. But while some needs are being met through tech, French retailer Carrefour is hoping to satisfy everything else with simplified store concept, Urbano.