Digital Innovation Online - Part 3

Digital Innovation Online in 2010 and Moving Forward

Part 3

In the digital age, nothing stays the same for long. Now more than ever, the retail landscape is constantly evolving with new technologies and services transforming both the marketplace and consumer habits almost daily. 2010 has been a great year for consumer improvement due to the advances in online technologies. We are now easily buying goods through our smart phones, researching products on check in and comparison applications and sharing information with friends at an instant through social networking. These are just a few examples of the innovations within eStores, below are some more that we think have been special this year.

Blogging

Brands are using blogs to establish their own personalities online in a way their consumers would recognise and also build relationships with other relevant bloggers to raise brand association. By having a blog, a brand shows that they have other interests and views and are not just all about the product.

Augmented Reality & Geo Location

Augmented Reality is proving to be popular with online and smart phone applications. The mixing of real life elements with computer generated content opens up new ways for consumers to interact with brands. QR codes are all over the media now as consumers can explore brands by virtually trying on clothing or viewing products in 360˚. The opportunities with augmented reality are endless. Check-in applications are also proving popular on mobiles as consumers gain rewards by promoting venues.

fCommerce

There are companies that now have eStores on facebook. This lets consumers shop via an application that they are familiar with and are able to share information with their friends easily.

Outfit Builders

Outfit builders have given consumers a more enjoyable way to shop online. Features like this let consumers view a large product catalogue in whole, mix and match items and view outfits from many angles on and off a mannequin. Some brands have then linked this to social media so outfits can be shared.

Retail Games

There are many fashion retail games online allowing users to create their own stores, dress up personalised avatars and socialise with friends. Brands have used these games to promote products virtually and integrate advertising.

Trend Hunting

Brands are encouraging consumers to interact with them by creating and uploading look books via their website. By doing this a community is created around the brand as consumers can then comment on each other’s ideas and follow those in which they like.

Online Events, Shows and Campaigns

Brands are now involving consumers in events by live streaming online and social updates. This is exciting for the consumer as they will feel like a part of the brand; it is also useful to gain valuable consumer information to later promote brand activity. Eventually virtual tickets and webcam interaction will be available so consumers can chat about what’s happening live as it happens.

Video

Video is another source to use to promote brand activity and products. French connection released a youtube video that let consumers click on products whilst streaming. This took them onto the product page of the website to find out more information and purchase. Haul videos are also a popular way to get products promoted through consumers as they are currently generating over 500,000 views by others.