Brands in China are partnering with WeChat for experiential in-store experiences
Trend - The use of WeChat to create in-store shopping experiences that feature digital experiences and enhancements is on the rise in China. These partnerships allow for more seamless interactions considering the prevalance of the WeChat app--allowing customers to engage in-store without having to download any additional apps.
Insight - Experiential shopping is a growing focus for retailers as they enhance their understanding of how younger Millennials and Gen Z shop. These demographics are more likely to be drawn to brands that engage them using the same digital habits that they use on a regular basis.
Insight - Experiential shopping is a growing focus for retailers as they enhance their understanding of how younger Millennials and Gen Z shop. These demographics are more likely to be drawn to brands that engage them using the same digital habits that they use on a regular basis.
Workshop Question - How is your brand catering to the digital habits of younger demographics?
Trend Themes
1. Wechat-powered In-store Experiences - The use of WeChat for creating in-store shopping experiences is on the rise, providing opportunities for brands to seamlessly engage with customers without the need for additional apps.
2. Omnichannel Retail - Retailers are focusing on creating omnichannel experiences that can seamlessly integrate both online and offline channels, providing a consistent shopping experience to consumers.
3. Phygital Shopping Malls - Shopping malls are increasingly becoming phygital, blending physical and digital elements together to create highly immersive and interactive shopping experiences for customers.
Industry Implications
1. Retail - Incorporating innovation and technology into traditional retail models is key to providing the experiential and personalized shopping experiences that modern consumers demand.
2. Beauty and Cosmetics - Beauty and cosmetics brands are leveraging augmented reality and mobile technology to enhance their in-store experience and provide virtual try-ons to increase sales and engagement.
3. E-commerce - Gen Z-oriented shopping apps that offer social and interactive features provide new ways to connect with younger, digital-savvy consumers and create personal experiences through fashion, style, and communications.
