Brands are launching virtual pop-ups to connect with consumers during COVID-19
Trend - Brands that have traditionally relied on physical pop-ups as a way to connect with their fans are now launching timed activations in the digital space. From charitable experiences to luxury online boutiques, this approach creates diversity in the e-commerce space.
Insight - Many rely on shopping as therapy and internalize non-essential purchases as a way to soothe anxiety or boost confidence. Since the restrictions of lockdown make it so that consumers can't physically indulge in such experiences, many turn to the digital space in search of alternatives. In doing so, consumers aim to replicate the real-life shopping ritual, which they are increasingly nostalgic about.
Insight - Many rely on shopping as therapy and internalize non-essential purchases as a way to soothe anxiety or boost confidence. Since the restrictions of lockdown make it so that consumers can't physically indulge in such experiences, many turn to the digital space in search of alternatives. In doing so, consumers aim to replicate the real-life shopping ritual, which they are increasingly nostalgic about.
Workshop Question - What in-person features can you integrate to diversify and personalize the e-commerce experience?
Trend Themes
1. Virtual Pop-ups - Brands are launching virtual pop-ups to connect with consumers during COVID-19, creating diversity in the e-commerce space.
2. Luxe Online Boutiques - There has been an increase in demand for online shopping due to the COVID-19 pandemic, prompting luxury brands to debut pop-up stores online and offer virtual experiences to their customers.
3. Charitable Online Pop-ups - Brands are launching exclusive merchandise virtual experiences to support charities and local communities who are facing current and future challenges due to the COVID-19 pandemic.
Industry Implications
1. E-commerce - The rise of virtual pop-up experiences and online boutiques has created new opportunities to innovate in e-commerce, from creating specialized customer experiences to experimenting with technologies like virtual and augmented reality.
2. Luxury Goods - Luxury brands are taking advantage of online channels to reach new customers and offer unique experiences, creating opportunities to innovate in marketing, customer engagement, and product offerings.
3. Charitable Giving - The adoption of charitable causes in virtual pop-up shops presents opportunities to expand corporate social responsibility efforts, engage with customers, and generate positive publicity for brands.
4 Featured, 33 Examples:
87,602 Total Clicks
Date Range:
Mar 20 — May 20
Trending:
Warm
Consumer Insight Topics:
