John Lewis recently became the first retailer in the UK to try out Facebook's 360 Collections ads, which makes it possible for social media users to view products in relaxed, real life settings from every possible angle. On top of this, users are able to use a one-touch system to be taken immediately to the retailer's website to make a purchase.
The Facebook 360 Collections ads are made with an array of cameras, which make it possible to create immersive, panoramic product experiences. John Lewis' Eva Bojtos, senior manager for social marketing, notes that: "Facebook’s research has found 51% of people say they’re excited that VR will play a part of their shopping experiences in the future."
Shoppable 360-Degree Ads
The John Lewis Ad for Facebook 360 Collections Offers Unique Views
Trend Themes
1. 360-degree Product Viewing - The trend of offering 360-degree product viewing experiences allows customers to explore products from every angle, enhancing their shopping experience.
2. Immersive Advertising - The trend of immersive advertising using technologies like Facebook's 360 Collections opens up new possibilities for brands to showcase products in realistic, relatable settings.
3. One-touch Purchasing - The trend of one-touch purchasing through interactive ads enables seamless and convenient transactions, reducing friction in the buying process.
Industry Implications
1. Retail - Retailers can adopt 360-degree product viewing to provide customers with more engaging and interactive shopping experiences.
2. Marketing and Advertising - Marketing and advertising agencies can explore the potential of immersive advertising techniques, such as Facebook's 360 Collections, to captivate audiences and drive brand awareness.
3. E-commerce - E-commerce platforms can integrate one-touch purchasing features into their websites and apps to simplify the buying process and increase conversion rates.