Digital Innovation Online 2010 and Moving Forward
Part 1
Consumers in 2010 experienced mobile applications, online games, instant chat customer service communication, and facebook pages when it came to shopping online. There are so many options to brand engagement out there and to understand the key consumer to a brand is a must and will become ever more important in 2011. The consumer of next year will be more demanding, socially connected 24/7, eco concerned and better educated about purchases. mCommerce and tablet applications will continue to evolve and research tools will help the consumer buy into products with confidence. Here are some innovations from 2010 and ideas for 2011 for brand engagement.
The Comment Box & Like Button
Comment boxes give consumers a chance to tell the brand what they like and dislike. It is important to give consumers a chance to voice their opinions as it gives a sense of community around the brand and so the brand knows what is good and what needs improving. The Like button shares the positive aspects of the brand to more potential consumers.
Accounts & Personal Profiles Online
These can really get valuable information about the consumer and also get them interacting with the brand. This could be made easier through a universal login which means your consumer can access their information easily and without having to remember a bundle of passwords.
Group Shopping Online
There are websites about such as Friend Shopper that allows customers to sign up and shop online using chat and webcam functions to shop with others.
Virtual Style Advisors
The PSFK Future Trends report talked about fashion eStores using a personal shopper online so the consumer doesn’t have to visit the store. Webcam consultations will become popular as it will be more convenient for consumers that need to shop from home. The future could see augmented reality playing a part in this to get an idea of the consumer’s size for bespoke services.
Digital Currency
We have seen facebook vouchers and tokens sold online and in stores this year, however we will be seeing more digital money exchanged and sold in 2011. Vouchers, coupons and points will be spread across all formats including mobile. This will also push online consumers into stores and the same vice versa.
Clothing Search and Matches
Current mobile applications are using barcode scanning or image recognition to quickly access information about certain products. This is a good tool for customers to use for research, availability and costs of items which can then can be purchased through the phone.
TV Commerce
Television with integrated internet will be the big thing in 2011. Google TV is coming and it promises better applications and services than the PC and mobile.
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