On the Stage at Shoptalk Barcelona 2024

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 Internet, Roblox and Apple Imaginative and prescient Professional. 

The panelists have been requested to offer some perception on how immersive experiences have been impacting conventional e-commerce parts—and whether or not or not they may stay foundational or develop into out of date.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 purchasing options, equivalent to digital shops, to supply clients a extra immersive and customized purchasing journey. Nonetheless, it is usually vital to maintain conventional parts to offer a well-known framework that will increase steerage and data.

Conventional parts in e-commerce, equivalent to 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 parts empower consumers to discover a brand new discovery-driven atmosphere, showing in a wide range of varieties to information the person of their journey, equivalent to interactive maps, directional arrows and welcoming tooltips. Immersive environments extra carefully resemble the true life purchasing expertise, bringing intuitive context to a digital area. 

Product Itemizing Pages have additionally endured in interactive purchasing interfaces. Obsess-powered digital experiences have an e-commerce integration function for manufacturers and retailers to tug up-to-date product data, equivalent to stock, and fix it to merchandise displayed within the digital storefront. In immersive on-line purchasing experiences, together with acquainted e-commerce parts empowers manufacturers to create new, dynamic interfaces which are straightforward for consumers to adapt to. 

Measuring the Success of Immersive Digital Outlets

The panelists agreed: it’s needed 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 to be able to seize consumers’ consideration and loyalty. 

By leveraging applied sciences equivalent to digital actuality and augmented actuality, manufacturers can seize and retain clients with unique content material in a singular format. When measuring the success of their immersive digital storefronts, manufacturers and retailers can use a wide range of metrics, together with model recall and buyer lifetime worth. 

Modern 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, reworking their conventional 3D e-commerce belongings right into a memorable, interactive expertise that spanned net, cellular and digital actuality via Meta Quest. The extremely visible and gamified expertise offered an additional layer of immersion and memorability for the model’s stay occasions. Obtain the case examine to study 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 purchasing expertise could be measured by buyer lifetime worth, a long-time emotional reference to the client. There are additionally a couple of short-term loyalty metrics that may be tracked in digital shops, equivalent to e-mail and SMS opt-in price (for manufacturers that combine their CMS), return price and model affinity. A world magnificence model, for instance, used their digital retailer to bolster retention and enhance model loyalty by offering VIP clients with unique content material and model experiences, leading to a 164% uptick in every day guests for VIP Launches. Obtain the case examine to study extra.

The dialogue at Shoptalk Europe 2024 highlighted the significance for retailers to undertake Participating Digital Procuring Applied sciences to be able to seize and retain clients, and push the boundaries of e-commerce as we all know it in the present day with inspirational, immersive and seamless buyer experiences. Electronic mail us at contact@obsessvr.com or e-book a demo to see what Obsess can do in your model.