Digital trends in retail
Trends that appeared several years ago have confidently become mainstream. Buyers go online first, and then to the store. A unified, seamless cross-platform experience is the key to success. Omnichannel continues to inspire retail marketing, with shoppers who buy across multiple platforms being several times more valuable than shoppers who only use one platform.
There are several approaches and technologies that may take off in the near future
1.AR Kit from Apple.
The new AR Kit is a potential revolution for DIY stores, furniture stores and home decor stores. The difference from “classical” augmented reality is the absence of a special marker. The device integrates the object into real space. Trying on a piece of furniture in your own apartment is an understandable and selling pleasure. The question is who will be the first to do this and invest.
Ikea is one of the first companies to add AR Kit support to its iOS app. The update is currently only available for the American App Store
Let's look at the video about this technology
2. Click and shop Content
Content production is, of course, a trend in itself since 1996 (Content is a king, Bill Gates). But inside there is a tool that is gaining momentum: content, into which the opportunity to buy goods is organically integrated.
To do this, the content must be original, on the one hand, and convenient for making a purchase, on the other.
Example video from MATCHESFASHION.COM.: The clothes inside are clickable and immediately go to the cart:
A series of short films from Kate Spade:
This trend is actively supported by channels: the YouTube click-to-buy function, posts with integrated sales on Instagram, video advertising on Facebook with the ability to click and buy. Social Commerce is on the rise - consumers are willing to follow brands on social media and are generally willing to buy there
We are waiting for cool cases from Russian retailers and are ready to help with this.
Alexey Berlov / Partner Eventum Premo
