It’s no secret that snacking is on the rise. Whether it’s due to dietary constraints or simply seeking a burst of afternoon energy, consumers across the globe are eschewing the standard three square meals for snacks. In fact, snacking is preferred over meals for 59% of adults worldwide, and that number jumps up to 70% when isolating Millennials.

Despite buzz around the cannabis industry reaching a crescendo in 2019, it was a tough year for many businesses within the booming category. While retail sales grew to over $12 billion in the United States, a number of challenges prevented the industry from further reaching its potential.

Last week, a number of Inspira team members made the trek into New York City to check out Showfields, the self-dubbed “most interesting store in the world.” While Showfields Co-Founder and CRO, Katie Hunt, made sure to point out that the tagline is partially tongue-in-cheek, there is a different quality to Showfields that separates it from your run-of-the-mill retail store. Located at 11 Bond Street in NoHo, Showfields is a retail concept that is designed to engage consumers’ sense of discovery through a revolving array of in-store brand experiences. Put simply, Showfields is a hub of experiential retail.

If you've ever walked by a Cinnabon store and felt your mouth water from the scent of a freshly baked cinnamon bun, you've experienced just one example of the power of sensorial marketing. After all, the fact that their ovens are located front and center within the store is no accident.

From alcoholic beverages to travel and hospitality, the year of 2019 has marked a period of great change across industries. And, as we’ve discussed previously, beauty is one of the fastest-moving categories, with trends popping up and fading into the background at the blink of an eye. However, some of the changes in beauty are happening at a more macro level – many of which are made possible by continued advancements in technology.

When most people zig, they zag. Zagonists don't take a traditional approach to life and aren't afraid to shout it from the rooftop...or tattoo it on their arm. But it's not just about being different for the sake of it, Zagonists follow a different compass. Instead of asking why, they ask "why not?" Since they view themselves as influencers and love discovering new brands, experiential marketing strategies are key to authentically and organically engaging this consumer.

With consumers increasingly prioritizing experiences over possessions in recent years, experiential marketing has entered the mainstream. From direct-to-consumer pop-up shops to mobile tours, each form of experiential offers brands a chance to create one-on-one connections with their intended audience.

As brands continue to innovate their products and services to cater to the needs of modern consumers, it’s important to take a step back and understand the macro trends that are driving these changes. Lately, personalization is one such trend that is making its mark on a variety of industries. Whether it’s a playlist on Spotify that’s curated just for your ears or the use of A.I. technologies to make personalized recommendations in retail, brands across the spectrum are making a greater effort to market to consumers as individuals.

According to CB Insights, the term ‘customer experience,’ as well as other variations of it, was mentioned a record 2,710 times during earnings calls in the third quarter of 2019. While this an abnormal statistic, to say the least, it speaks to the fact that brand executives are fully aware of the importance of experience in 2019. After all, the better experience you provide for the consumer, the more likely it is that you’ll retain their loyalty over the long run.

Brands started to heavily invest in influencers about five years ago. At that time, it was all about the mega-influencer, the creator like Huda Kattan or Aimee Song who had millions of followers and could launch - and sell out - a product on Instagram in a matter of minutes. But, as influencer marketing has evolved, brands have learned that bigger isn’t always better. In the years that have followed, micro- and nano-influencers have played a key role in generating buzz for brands.