WHEN DIGITAL MEETS PHYSICAL
The COVID-19 pandemic shook the global retail market, triggering an acceleration to e-commerce and digital shopping, unlike anything we’ve ever seen. In fact, IBM stated in its 2020 U.S. Retail Index report that Covid-19 has accelerated the shift to digital shopping by roughly 5 years.
This trend helped a few companies that were prepared for the digital explosion. It also obliterated those who were not. Those who took the early wait-and-see approach are teetering and still have not found their footing. A devastating state of affairs.
Commerce has leaped forward by light years and pulling back or reducing spend in digital is not a wise move. This may seem counterintuitive as the world begins to re-open, post-Covid. Brands will begin to see an uptick in physical store revenue, over time. But make no mistake, brands that work diligently to blend the physical-digital divide will continue to lead all retail market segments.
The truth of the matter is, digital and more specifically, Immersive Commerce (I-Commerce) is where leading brands will focus their energy. This new era of digital commerce is designed to bring humanity, at long last, to the digital shopping process. People crave connection and what better way to do that by inviting customers to once again “shop together”?
Online shopping is long overdue for a major upgrade. For decades, brands and software providers have added gadgets here, widgets there, and then a few trinkets and tchotchkes pressed into the hands of users for trying out new “experiences”.
Bolt-On Technology Is Out Of Control
These gadgets and widgets exist as bolt-ons and don’t really fit. Features as augmented reality (AR) and 3D imagery can be lightly categorized as UX, but they are currently used as nothing more than gadgets. They work well to provide more information and dimensions, but they do not fundamentally enhance customer interaction. They do not compel users to stay longer and explore. They do not spark joy.
The metamorphosis of customer engagement via interactivity and connectivity is here. What if your customers could experience your brand with whom they want, when they want, and where they want?
What if we had a new virtualized mall that invited people into an immersive experience rather than displaying a page of retail logos in a grid as the “homepage” for a marketplace? What if customers could move around within the environment, converse with friends, interact with mini-games or quests, talk with “in-game” associates in an unscheduled one-on-one or one-to-many fashion?
Turn On Reimagined Commerce
It’s time to reimagine commerce and make a fundamental shift in this one key area. This is the new normal. This shift pulls together all of the widgets, new and old, and places them into a truly immersive environment. This environment sparks desire and the new tech fits, naturally.
It’s no longer a bolt-on. The Frankenstein monster is gone. It’s replaced with a smooth experience that invites customers to enjoy their time in the experience, allows customers to experience theatrical storytelling, and invites customers to discover the products that truly match their desires.
The blending of AR, 3D product images, and gaming engines allow brands to create immersive experiences that customers crave. These virtualized shopping environments enable natural one-on-one and one-to-many conversations.
Live-streaming, virtual try-on, and virtual collaboration with friends in this environment feel natural. Of course, gamification with quests and mini-games is a native fit! None of these are new. The issue is, they have not assembled together in a coherent manner.
Example Use Case – SNKRS
Most are familiar with the Nike SNKRS app. For those who aren’t, here’s a simplistic description. It’s an app that allows Nike to raffle quantities of high-energy products. I know, that’s a horrible description, but it’s only for illustration purposes.
Consider the following example. Nike is primed to release a limited-edition Jordan that has huge demand. Currently, Nike will open a window of time in which customers can request to buy. Shortly thereafter, they notify a chosen few that they can purchase the limited-edition sneakers.
What if Nike invited those chosen to enter into a virtual environment at a specific time? An invite-only environment. An environment where the sneakerheads could "hang out" and interact with each other. You know, like people do in online games. Then, an ambassador speaks to the crowd and announces that they are ready to choose the winners. But before they do, there’s a special message.
- Cut Screen -
All of a sudden, everyone is looking at a live stream. Michael Jordan steps in front of the camera and addresses the crowd. He talks about why this special edition shoe is special. He details the origin story, pulling the crowd in. Once he wraps up, the Nike ambassador hits a huge button and the chosen are lifted into the air for everyone else to see. After a moment, their avatars are whisked away into a roped-off area where they can complete their purchases.
Imagine this for a minute. The only people who were able to see the MJ Livestream were those who joined in. This small, micro-moment creates an exclusive, high-touch digital moment. A moment that will be talked about for days, weeks, or even months on social media. And there’s no advertising that’s better than free advertising!
You can bet that everyone will join the next release! All of this is possible. Today.
How To Turn On Experiences That Unlock Desire
Creating the best or most amazing products has never been a sure-fire way to win. It still isn’t the best way to accelerate your brand’s revenue.
Look to digitally native DTC brands. They create experiences. Experiences that unlock desire.
