Food products become easier to choose and enjoy with interactive choosing
Implications - Analysis paralysis is more prevalent in the digital age, as there is an overload of information and choices consumers can make. This has increased the popularity of curation, however the process of curation can be daunting in and of itself. Gamified curation combines ease of choice with interactivity and enjoyment to satisfy the modern consumer.
Workshop Question - What could you change about your product or service to delight and better serve consumers?
Trend Themes
1. Gamification - Gamified curation eases the process of curation for modern customers who prefer interactive and enjoyable modes when faced with analysis paralysis.
2. Personalization - Brands in different industries are leveraging personalization, from customized recipe offerings and personalized packaging to quizzes for personalized flavor selection and customized bean cans.
3. Interactive Marketing - Brands are finding success in providing interactive experiences in marketing activations and product offerings, as seen with OREO's Buzzfeed-style quiz and Heinz's customizable can keepsake promotion.
Industry Implications
1. Food and Beverage - Personalization and gamification in industry offerings can attract customers faced with analysis paralysis and elevate using technology to improve sales and customer experiences.
2. Retail - Interactive marketing has been a successful tool for brands to create a deeper connection with customers across different industries, from customization e-commerce websites to interactive experiences in brick-and-mortar stores.
3. Branding - The use of personalization to create a deeper connection with audiences has become a notable trend in brand marketing, as seen across different industries and in the forms of packaging, customized products, and more.
