On the stage at Shoptalk Barcelona 2024, Obsess CEO and Founder Neha Singh joined leaders from Microsoft and Deloitte to debate how retailers can create Participating Digital Procuring Applied sciences that seize and retain clients.
The panel delved into new applied sciences that supply retailers the flexibility to create immersive and seamless buyer experiences, like digital shops. Obsess showcased our interactive options for memorable model experiences, enabling manufacturers and retailers to create shoppable, 3D branded worlds on Net, Roblox and Apple Imaginative and prescient Professional.
The panelists have been requested to supply some perception on how immersive experiences have been impacting conventional e-commerce components—and whether or not or not they’ll stay foundational or turn into out of date.
As retail expertise continues to advance, it’s more and more turning into simpler for manufacturers to undertake progressive options that improve the client expertise on-line. Retailers and types are embracing participating digital applied sciences and interactive buying options, reminiscent of digital shops, to supply clients a extra immersive and customized buying journey. Nevertheless, additionally it is necessary to maintain conventional components to supply a well-recognized framework that will increase steerage and data.
Conventional components in e-commerce, reminiscent of navigational cues and Product Itemizing Pages, stay foundational as retail expertise evolves, serving to to make the developments extra intuitive and interactive. For digital shops, navigational components empower consumers to discover a brand new discovery-driven setting, showing in quite a lot of types to information the consumer of their journey, reminiscent of interactive maps, directional arrows and welcoming tooltips. Immersive environments extra intently resemble the true life buying expertise, bringing intuitive context to a digital house.
Product Itemizing Pages have additionally endured in interactive buying interfaces. Obsess-powered digital experiences have an e-commerce integration characteristic for manufacturers and retailers to tug up-to-date product info, reminiscent of stock, and fix it to merchandise displayed within the digital storefront. In immersive on-line buying experiences, together with acquainted e-commerce components empowers manufacturers to create new, dynamic interfaces which can be simple for consumers to adapt to.
Measuring the Success of Immersive Digital Retailers
The panelists agreed: it’s mandatory for manufacturers and retailers to revolutionize their e-commerce technique as a result of shortened shopper consideration span, and that content material produced needs to be extra grandiose and strategic with the intention to seize consumers’ consideration and loyalty.
By leveraging applied sciences reminiscent of digital actuality and augmented actuality, manufacturers can seize and retain clients with unique content material in a novel format. When measuring the success of their immersive digital storefronts, manufacturers and retailers can use quite a lot of metrics, together with model recall and buyer lifetime worth.
Progressive Model Advertising to Seize Customers’ Consideration
Digital actuality expertise can be utilized to uplevel model advertising and marketing methods, and assist manufacturers differentiate themselves in a extremely aggressive market. For instance, hair care model, K18, partnered with Obsess to create their digital Magic Science Bus, remodeling their conventional 3D e-commerce property right into a memorable, interactive expertise that spanned internet, cell and digital actuality by means of Meta Quest. The extremely visible and gamified expertise supplied an additional layer of immersion and memorability for the model’s stay occasions. Obtain the case examine to be taught extra about how K18 differentiated themselves in a saturated hair care market.
Reinforcing Buyer Loyalty and Constructing Deeper Connections
In the long term, a profitable funding in participating digital buying expertise may be measured by buyer lifetime worth, a long-time emotional reference to the customer. There are additionally a couple of short-term loyalty metrics that may be tracked in digital shops, reminiscent of electronic mail and SMS opt-in fee (for manufacturers that combine their CMS), return fee and model affinity. A world magnificence model, for instance, used their digital retailer to strengthen retention and enhance model loyalty by offering VIP clients with unique content material and model experiences, leading to a 164% uptick in each day guests for VIP Launches. Obtain the case examine to be taught extra.
The dialogue at Shoptalk Europe 2024 highlighted the significance for retailers to undertake Participating Digital Procuring Applied sciences with the intention to seize and retain clients, and push the boundaries of e-commerce as we all know it right this moment with inspirational, immersive and seamless buyer experiences. Electronic mail us at contact@obsessvr.com or ebook a demo to see what Obsess can do to your model.
