Retailers offer purchasing options in entertainment pieces for convenience
Implications - As consumers' schedules become more conflicted and brick and mortar retail engagement decreases, more convenient, addictive ways to shop are needed. Shoppable media elevates the availability of products and increases opportunity for brand interaction in a way that is fast and fun. More importantly, these interactions are organic and un-intrusive; two things especially dear to today's youth generation.
Workshop Question - what is one new way that your brand can embrace technology to ensure you are more accessible to the average consumer?
Trend Themes
1. Shoppable Media - The rise of shoppable media provides retailers the chance to integrate purchasing options into entertainment pieces for a fast and organic shopping experience.
2. Ephemeral Coupons - The success of Hering's SnapBlackFriday campaign shows how social platforms like Snapchat can be utilized for short-term, engaging and rewarding promotions.
3. Runway-to-retail - Fashion shows can be more than just about presenting collections - brands like Topshop and Burberry are making it possible for viewers to purchase items at live shows and online, creating a more immersive shopping experience.
Industry Implications
1. Retail - Shoppable media has the potential to change retail marketing and sales by integrating brand interaction and easy purchasing options into media content.
2. Social Media - Social media platforms like Snapchat and live stream platforms such as 'Checkout Live' can be powerful and innovative spaces for retailers to engage with customers and promote products.
3. Fashion - The fashion industry is embracing new technologies and online platforms to create more immersive, connected and immediate shopping experiences for customers.
