Advanced Shopping Technology Market Synopsis

Advanced Shopping Technology Market Size Was Valued at USD 48 Billion in 2023 and is Projected to Reach USD 133.11 Billion by 2032, Growing at a CAGR of 12% From 2024-2032.

The advanced shopping technology market is a collection of the latest solutions and platforms that use modern technologies to improve and customize retailing. This entails the following technologies: artificial intelligence (AI), machine learning, computer vision, augmented reality (AR), and data analytics. These technologies are used to enhance different steps of the shopping journey such as personalized product recommendations and virtual try-ons, easy checkout processes, and predictive inventory management. The advanced shopping technology aims to make a smooth and pleasant for consumers while at the same time giving retailers insight into consumer behavior and preferences. This market is advancing rapidly, driven by the need for more effective and personalized shopping experiences both online and in physical stores.

• The advanced shopping technology market is now moving very fast because of the combination of technological advances and changes in consumer behavior. This field includes a wide variety of retailing innovations that are directed at making shopping more enjoyable, perfecting supply chains, and allowing for personalized interactions between retailers and consumers.
• The main factors that are behind the development of this market are, firstly, the increase in the use of artificial intelligence (AI) and machine learning (ML) for customer analytics and predictive modeling. These technologies make it possible for retailers to know more about the consumer's preferences, predict the demand, and customize offers according to every individual shopper. AI-driven chatbots and virtual assistants are also gaining ground in the provision of real-time customer support and personalized recommendations.
• Besides, the Internet of Things (IoT) is also one of those technologies that are turning traditional retail spaces into smart and connected places. IoT devices like smart shelves, RFID tags, and beacons help retailers follow inventory in real-time, stock shelves using data on hand efficiently and send location-based promotions to shoppers through mobile apps.
• Besides, the growth of augmented reality (AR) and virtual reality (VR), these two are changing the way consumers see products both in-store and online. AR applications enable customers to see how products will be in their homes before they buy them, while VR technologies construct real virtual shopping spaces.
• Another major trend is the combination of contactless payment systems and biometric authentication methods, which are changing the checkout experience and securing it. Mobile wallets, QR code payments, and facial recognition are more and more taking over traditional cash and card transactions.

Advanced Shopping Technology Market Trend Analysis

Enhancing Customer Experience Through AI and Machine Learning in Retail

• The joint application of artificial intelligence (AI) and machine learning (ML) into the retail industry is a game-changer that will change how businesses communicate with customers and manage their operations. The AI-based algorithms are now the enablers for retailers to use big data, which is very powerful in customer behavior patterns and preferences. The personalized experiences can be driven by this information. The AI can predict the buying behaviors of people with high accuracy by analyzing big datasets in real-time and hence, retailers will be able to provide personalized promotions and product recommendations.
• Furthermore, AI is transforming the way inventory management and pricing strategies are done in retail. Retailers are now using AI to fine-tune the levels of stock, thus eliminating overstock and reducing out-of-stock conditions. The machine learning algorithms can find out the trends and seasonality in sales data which helps retailers to make informed decisions about stock restocking and assortment planning. Moreover, the AI-driven pricing strategies enable retailers to change prices on the fly according to demand, competitor's prices and other market factors which will result in increasing of profits while staying ahead of competition.
• To put it in simple words, the AI and machine learning boom in retail is not only for efficiency; it's about giving a better custom-made and quick shopping to customers. Through AI technologies, retailers can easily get to know the consumer behavior deeply and as a result they will be able to organize their operations better which eventually means keeping ahead in a rapidly changing market environment. This trend is the proof that data-driven decision-making in retail, where AI is becoming more and more important for meeting the customer expectations and business growth..

Transforming Retail with Augmented Reality (AR) and Virtual Reality (VR)

• The implementation of AR and VR in the retail business is a substantial breakthrough to develop more interactive and immersive shopping for people. AR technology enables the customers to see products in real-life situation by using their smartphones or AR-enabled gadgets. To illustrate this, in the fashion industry, customers can virtually try on clothing or accessories without physically being at a store which is more personalized and convenient way of making purchasing decisions. To put it in a nutshell, AR technology plays the same role as in fashion but applied to home decor. It enables customers to see how furniture or decor items would look like in their own living spaces and thus helping them make informed choices and prevent returns due to mismatched expectations.
• The other side of the coin is that VR technology allows retailers to design fully immersive shopping environments which are not limited by online or in-store experience. VR can take clients to virtual showrooms or stores where they can look at products and communicate with the digital versions of the items. This technology is especially useful for the industries that are related to travel and real estate where customers can virtually explore a destination or property in a realistic way. Through the AR/VR solutions, retailers want to increase customer involvement, create different shopping experiences and in the end lower return rates by letting customers make more confident buying decisions based on a virtual preview of products.
• Summing it up, the penetration of AR and VR technologies in retail is spurred by the intention to boost customer interaction and give more interactive shopping experiences. These technologies are the way to go for seeing products in their context and also creating virtual environments that people can use when they want to make a decision. The AR/VR solutions that retailers are still investing in will very soon become the main part of the modern retail landscape by increasing customer satisfaction and decreasing the problems connected to online shopping.

Advanced Shopping Technology Market Segment Analysis:

Advanced Shopping Technology Market is segmented based on Product and Application.

By Product, Beacons segment is expected to dominate the market during the forecast period

• Beacons have really changed the retail industry by making use of the technology based on location and thus offering very personalized experiences to consumers. Beacons can precisely locate a customer within the store by using Bluetooth Low Energy (BLE) signals. The feature of this technology allows retailers to send specific messages and promotions directly to the shoppers' smartphones as they are browsing in the store. To illustrate, a customer who is looking at the electronics section might get a notification on their phone about a temporary discount on headphones. At this level of real-time interaction, not only is the attention captured but also people are urged to buy on impulse which leads to an increase in sales.
• Besides, the beacons help in-store navigation and customer convenience. Through beacon-enabled apps, shoppers can get to interactive store maps on their smartphones which will direct them to the products or promotions they are looking for. This feature simplifies the shopping process by cutting down on the time spent looking for items and thus, making it easier to shop. Thus in turn this brings customer satisfaction higher up. Besides, beacons can also help in the loyalty programs by automatically checking customers into the store or giving them points for visiting certain sections of making purchases. Through the combination of convenience and targeted marketing beacons allow retailers to make shopping, engaging and tailored experiences that are appealing to modern consumers who want efficiency and value while they shop.
• In a nut shell, beacons are the key technology in modern retail that allows business to connect both physical and digital worlds. Retailers can achieve all these by using the location services based on Bluetooth. The possibility of sending custom messages and offers to a customer according to his/her real-time location in the store is not only distinguished as the shopping experience enhancer but also it highlights how technology should be used for meeting consumers' needs which are changing rapidly in today's retail world.

By Application, Commercial Advertising  segment held the largest share in 2023

• The commercial advertising is the main force within the application segment of retail technology, mainly because it has been strategically integrated with social media platforms and showrooming becoming a trend. The interplay between retail apps and social media makes it possible for brands to interact directly with their intended market in a personalized and interactive way. Retail apps that have social media integration make it possible for the users to share their shopping experiences, post product reviews and even buy through social media channels. This perfect synchronization not only increases the brand visibility but also allows for the use of user-generated content, which is a very strong force in the shaping of consumer opinions and buying decisions.
• In addition, showrooming—the act of looking at products in the store before buying them online—has hugely boosted the commercial advertising in retail. Showrooming allows consumers to feel the products physically while using their smartphones for price comparison, reviews and other online information. Retailers have changed their ways to suit this behavior by creating the best advertising strategies that will attract showrooming customers. Through the use of retail apps which are showrooming friendly and with social media features integrated, brands can hit their target customers at different stages of their buying process from product discovery to final transaction. This method not only boosts online sales but it also strengthens the brand loyalty as it gives the customer a seamless and interesting experience in different digital touchpoints.
• To conclude, the appearance of commercial advertising as the biggest part in retail technology applications shows that this industry is turning to digital platforms and consumer behavior trends to boost sales and brand engagement. The joining of retail apps with social media and the appearance of showrooming practices have opened new horizons for brands to interact with people in a serious way, using technology to create personalized and powerful advertising that would be understood by today's digitally savvy shoppers. This transformation of the advertising approaches in the retail sector illustrates how important it is to be flexible and innovative while dealing with the more and more connected world of modern commerce..

Advanced Shopping Technology Market Regional Insights:

Asia-Pacific is Expected to Dominate the Market Over the Forecast period

• In the Asia-Pacific region, mainly in China, Japan and South Korea advanced shopping technology is changing completely the retail scene. China, with some of the world's largest e-commerce platforms like Alibaba and JD.com is using big data and AI technologies to improve supply chain management as well as the shopping experience. These platforms, through the analysis of a huge amount of consumer data, are able to give personalized product recommendations, optimize inventory levels and also streamline logistics which in turn leads to customer satisfaction and operational efficiency. The AI-driven algorithms make it possible to have the dynamic pricing strategies and targeted marketing campaigns, which in turn increase sales and customer engagement.
• Japan, the country that is famous for its technological advancements, is now integrating robotics to automate different functions of retail. The robots are employed in the warehouses and retail stores to handle inventory, restock shelves and aid customers. The integration of robotics not only makes the work faster but also lowers the labor costs and eliminates errors in inventory management. Besides, Japan is also venturing into the use of AI in customer service. They are employing chatbots and virtual assistants to give real-time help and personalized recommendations to shoppers both online and offline.
• In South Korea, smart mirrors and interactive displays are now quite common in brick-and-mortar stores, thus changing the way consumers shop for products. Smart mirrors with AR tech let buyers try out clothing and accessories online without actually trying them on. Interactive displays offer in-depth product description, customer reviews and styling advice which increase the shopping experience and thus motivate more consumers to participate. Mobile technologies and NFC (Near Field Communication) are as well Bei used by the South Korean retailers for seamless payments and personalized promotions focused on individual preferences.
• The leadership of advanced shopping technology in these Asia-Pacific countries is the manifestation of a more general process of digitalization and innovation in retail. The consumer expectations are changing, and they are now driven by convenience and personalization. The businesses in China, Japan, and South Korea are the leaders in adopting the latest technologies to stay ahead of their competitors and satisfy the needs of today's tech-savvy shoppers. The further implementation of AI, robotics and immersive technologies will most probably change the retail industry in these countries by setting new standards for efficiency, customer experience and market competitiveness..

Active Key Players in the Advanced Shopping Technology Market:

• Google LLC
• Walmart Inc.
• Amazon.com, Inc.
• Toshiba Corporation
• Procter & Gamble Company
• Other Key Players

Key Industry Developments in the Advanced Shopping Technology Market:

• June 2021: The Toshiba's Self Checkout System 7 solution, that was developed by the critically acclaimed companies Toshiba Global Commerce Solutions and Calimax, offers fast, easy to use and non-violent check out experience. Calimax and Toshiba are developing the check-out processes that customers want, due to user input and a joint work method which leads to more checkout alternatives for clients as well as an increase in sales.
• July 2021: Toshiba Global Commerce Solutions, the leading company in retail store technology sector has just extended their collaboration with Stor. AI, the whole digital commerce system for grocers. The relationship will be the vehicle of store. AI's platform to be fully integrated into the retailer's environment, which will provide their clients with the ability to build a scalable online storefront with full infrastructure.

1. INTRODUCTION
   1. RESEARCH OBJECTIVES
   2. RESEARCH METHODOLOGY
   3. RESEARCH PROCESS
   4. SCOPE AND COVERAGE
      1. Market Definition
      2. Key Questions Answered
   5. MARKET SEGMENTATION
2. EXECUTIVE SUMMARY
3. MARKET OVERVIEW
4. GROWTH OPPORTUNITIES BY SEGMENT
5. MARKET LANDSCAPE
   1. PORTER’S FIVE FORCES ANALYSIS
      1. Bargaining Power Of Supplier
      2. Threat Of New Entrants
      3. Threat Of Substitutes
      4. Competitive Rivalry
      5. Bargaining Power Among Buyers
   2. INDUSTRY VALUE CHAIN ANALYSIS
   3. MARKET DYNAMICS
      1. Drivers
      2. Restraints
      3. Opportunities
      4. Challenges
   4. MARKET TREND ANALYSIS
   5. REGULATORY LANDSCAPE
   6. PESTLE ANALYSIS
   7. PRICE TREND ANALYSIS
   8. PATENT ANALYSIS
   9. TECHNOLOGY EVALUATION
   10. MARKET IMPACT OF THE RUSSIA-UKRAINE WAR
       1. Geopolitical Market Disruptions
       2. Supply Chain Disruptions
       3. Instability in Emerging Markets
   11. ECOSYSTEM
6. ADVANCED SHOPPING TECHNOLOGY MARKET BY PRODUCT (2017-2032)
   1. ADVANCED SHOPPING TECHNOLOGY MARKET SNAPSHOT AND GROWTH ENGINE
   2. MARKET OVERVIEW
   3. BEACONS
      1. Introduction And Market Overview
      2. Historic And Forecasted Market Size in Value (2017 – 2032F)
      3. Historic And Forecasted Market Size in Volume (2017 – 2032F)
      4. Key Market Trends, Growth Factors And Opportunities
      5. Geographic Segmentation Analysis
   4. VIRTUAL REALITY
   5. SMART SHELVES
   6. RETAIL APPS
   7. SOCIAL MEDIA
   8. SHOWROOMING
   9. OTHERS
7. ADVANCED SHOPPING TECHNOLOGY MARKET BY APPLICATION (2017-2032)
   1. ADVANCED SHOPPING TECHNOLOGY MARKET SNAPSHOT AND GROWTH ENGINE
   2. MARKET OVERVIEW
   3. RETAIL
      1. Introduction And Market Overview
      2. Historic And Forecasted Market Size in Value (2017 – 2032F)
      3. Historic And Forecasted Market Size in Volume (2017 – 2032F)
      4. Key Market Trends, Growth Factors And Opportunities
      5. Geographic Segmentation Analysis
   4. COMMERCIAL ADVERTISING
   5. OTHERS
8. COMPANY PROFILES AND COMPETITIVE ANALYSIS
   1. COMPETITIVE LANDSCAPE
      1. Competitive Positioning
      2. ADVANCED SHOPPING TECHNOLOGY Market Share By Manufacturer (2023)
      3. Industry BCG Matrix
      4. Heat Map Analysis
      5. Mergers & Acquisitions
   2. GOOGLE LLC
      1. Company Overview
      2. Key Executives
      3. Company Snapshot
      4. Role of the Company in the Market
      5. Sustainability and Social Responsibility
      6. Operating Business Segments
      7. Product Portfolio
      8. Business Performance (Production Volume, Sales Volume, Sales Margin, Production Capacity, Capacity Utilization Rate)
      9. Key Strategic Moves And Recent Developments
      10. SWOT Analysis
   3. WALMART INC.
   4. AMAZON.COM, INC.
   5. TOSHIBA CORPORATION
   6. PROCTER & GAMBLE COMPANY
9. GLOBAL ADVANCED SHOPPING TECHNOLOGY MARKET BY REGION
   1. OVERVIEW
   2. NORTH AMERICA
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Product
      4. Historic And Forecasted Market Size By Application
      5. Historic And Forecasted Market Size By Country
         1. USA
         2. Canada
         3. Mexico
   3. EASTERN EUROPE
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Segments
      4. Historic And Forecasted Market Size By Country
         1. Russia
         2. Bulgaria
         3. The Czech Republic
         4. Hungary
         5. Poland
         6. Romania
         7. Rest Of Eastern Europe
   4. WESTERN EUROPE
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Segments
      4. Historic And Forecasted Market Size By Country
         1. Germany
         2. United Kingdom
         3. France
         4. The Netherlands
         5. Italy
         6. Spain
         7. Rest Of Western Europe
   5. ASIA PACIFIC
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Segments
      4. Historic And Forecasted Market Size By Country
         1. China
         2. India
         3. Japan
         4. South Korea
         5. Malaysia
         6. Thailand
         7. Vietnam
         8. The Philippines
         9. Australia
         10. New-Zealand
         11. Rest Of APAC
   6. MIDDLE EAST & AFRICA
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Segments
      4. Historic And Forecasted Market Size By Country
         1. Turkey
         2. Bahrain
         3. Kuwait
         4. Saudi Arabia
         5. Qatar
         6. UAE
         7. Israel
         8. South Africa
   7. SOUTH AMERICA
      1. Key Market Trends, Growth Factors And Opportunities
      2. Key Manufacturers
      3. Historic And Forecasted Market Size By Segments
      4. Historic And Forecasted Market Size By Country
         1. Brazil
         2. Argentina
         3. Rest of South America
10. INVESTMENT ANALYSIS
11. ANALYST VIEWPOINT AND CONCLUSION
    1. Recommendations and Concluding Analysis
    2. Potential Market Strategies

LIST OF TABLES

TABLE 001. EXECUTIVE SUMMARY
TABLE 002. ADVANCED SHOPPING TECHNOLOGY MARKET BARGAINING POWER OF SUPPLIERS
TABLE 003. ADVANCED SHOPPING TECHNOLOGY MARKET BARGAINING POWER OF CUSTOMERS
TABLE 004. ADVANCED SHOPPING TECHNOLOGY MARKET COMPETITIVE RIVALRY
TABLE 005. ADVANCED SHOPPING TECHNOLOGY MARKET THREAT OF NEW ENTRANTS
TABLE 006. ADVANCED SHOPPING TECHNOLOGY MARKET THREAT OF SUBSTITUTES
TABLE 007. ADVANCED SHOPPING TECHNOLOGY MARKET BY TYPE
TABLE 008. BEACONS MARKET OVERVIEW (2016-2028)
TABLE 009. VIRTUAL REALITY MARKET OVERVIEW (2016-2028)
TABLE 010. SMART SHELVES MARKET OVERVIEW (2016-2028)
TABLE 011. RETAIL APPS MARKET OVERVIEW (2016-2028)
TABLE 012. SOCIAL MEDIA AND SHOWROOMING MARKET OVERVIEW (2016-2028)
TABLE 013. ADVANCED SHOPPING TECHNOLOGY MARKET BY APPLICATION
TABLE 014. RETAIL MARKET OVERVIEW (2016-2028)
TABLE 015. COMMERCIAL ADVERTISING MARKET OVERVIEW (2016-2028)
TABLE 016. OTHERS MARKET OVERVIEW (2016-2028)
TABLE 017. NORTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY TYPE (2016-2028)
TABLE 018. NORTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY APPLICATION (2016-2028)
TABLE 019. N ADVANCED SHOPPING TECHNOLOGY MARKET, BY COUNTRY (2016-2028)
TABLE 020. EUROPE ADVANCED SHOPPING TECHNOLOGY MARKET, BY TYPE (2016-2028)
TABLE 021. EUROPE ADVANCED SHOPPING TECHNOLOGY MARKET, BY APPLICATION (2016-2028)
TABLE 022. ADVANCED SHOPPING TECHNOLOGY MARKET, BY COUNTRY (2016-2028)
TABLE 023. ASIA PACIFIC ADVANCED SHOPPING TECHNOLOGY MARKET, BY TYPE (2016-2028)
TABLE 024. ASIA PACIFIC ADVANCED SHOPPING TECHNOLOGY MARKET, BY APPLICATION (2016-2028)
TABLE 025. ADVANCED SHOPPING TECHNOLOGY MARKET, BY COUNTRY (2016-2028)
TABLE 026. MIDDLE EAST & AFRICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY TYPE (2016-2028)
TABLE 027. MIDDLE EAST & AFRICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY APPLICATION (2016-2028)
TABLE 028. ADVANCED SHOPPING TECHNOLOGY MARKET, BY COUNTRY (2016-2028)
TABLE 029. SOUTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY TYPE (2016-2028)
TABLE 030. SOUTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET, BY APPLICATION (2016-2028)
TABLE 031. ADVANCED SHOPPING TECHNOLOGY MARKET, BY COUNTRY (2016-2028)
TABLE 032. GOOGLE: SNAPSHOT
TABLE 033. GOOGLE: BUSINESS PERFORMANCE
TABLE 034. GOOGLE: PRODUCT PORTFOLIO
TABLE 035. GOOGLE: KEY STRATEGIC MOVES AND DEVELOPMENTS
TABLE 035. AMAZON: SNAPSHOT
TABLE 036. AMAZON: BUSINESS PERFORMANCE
TABLE 037. AMAZON: PRODUCT PORTFOLIO
TABLE 038. AMAZON: KEY STRATEGIC MOVES AND DEVELOPMENTS
TABLE 038. TOSHIBA: SNAPSHOT
TABLE 039. TOSHIBA: BUSINESS PERFORMANCE
TABLE 040. TOSHIBA: PRODUCT PORTFOLIO
TABLE 041. TOSHIBA: KEY STRATEGIC MOVES AND DEVELOPMENTS
TABLE 041. WAL-MART: SNAPSHOT
TABLE 042. WAL-MART: BUSINESS PERFORMANCE
TABLE 043. WAL-MART: PRODUCT PORTFOLIO
TABLE 044. WAL-MART: KEY STRATEGIC MOVES AND DEVELOPMENTS
TABLE 044. PROCTER AND GAMBLE: SNAPSHOT
TABLE 045. PROCTER AND GAMBLE: BUSINESS PERFORMANCE
TABLE 046. PROCTER AND GAMBLE: PRODUCT PORTFOLIO
TABLE 047. PROCTER AND GAMBLE: KEY STRATEGIC MOVES AND DEVELOPMENTS

LIST OF FIGURES

FIGURE 001. YEARS CONSIDERED FOR ANALYSIS
FIGURE 002. SCOPE OF THE STUDY
FIGURE 003. ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY REGIONS
FIGURE 004. PORTER'S FIVE FORCES ANALYSIS
FIGURE 005. BARGAINING POWER OF SUPPLIERS
FIGURE 006. COMPETITIVE RIVALRYFIGURE 007. THREAT OF NEW ENTRANTS
FIGURE 008. THREAT OF SUBSTITUTES
FIGURE 009. VALUE CHAIN ANALYSIS
FIGURE 010. PESTLE ANALYSIS
FIGURE 011. ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY TYPE
FIGURE 012. BEACONS MARKET OVERVIEW (2016-2028)
FIGURE 013. VIRTUAL REALITY MARKET OVERVIEW (2016-2028)
FIGURE 014. SMART SHELVES MARKET OVERVIEW (2016-2028)
FIGURE 015. RETAIL APPS MARKET OVERVIEW (2016-2028)
FIGURE 016. SOCIAL MEDIA AND SHOWROOMING MARKET OVERVIEW (2016-2028)
FIGURE 017. ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY APPLICATION
FIGURE 018. RETAIL MARKET OVERVIEW (2016-2028)
FIGURE 019. COMMERCIAL ADVERTISING MARKET OVERVIEW (2016-2028)
FIGURE 020. OTHERS MARKET OVERVIEW (2016-2028)
FIGURE 021. NORTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY COUNTRY (2016-2028)
FIGURE 022. EUROPE ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY COUNTRY (2016-2028)
FIGURE 023. ASIA PACIFIC ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY COUNTRY (2016-2028)
FIGURE 024. MIDDLE EAST & AFRICA ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY COUNTRY (2016-2028)
FIGURE 025. SOUTH AMERICA ADVANCED SHOPPING TECHNOLOGY MARKET OVERVIEW BY COUNTRY (2016-2028)