Google goes all in with AR, women-led businesses, the customer experience gap and more ................................................................................
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There's nothing like a little pre-weekend reading to catch up on the latest industry news. Here are some of this week's top retail and e-commerce stories: ✨
Google announced a plan to move digital advertising away from static elements, such as "close-up" images, and toward more engaging capabilities, such as AR shopping advertisements in search results.
Victoria's Secret launches an online marketplace that is largely run by women-led enterprises.
How Brands Can Fill the 'Experience Gap' to Attract Online Customers
Amazon launches invitation-only shopping for high-demand products.
Top Retail and E-commerce Stories
To the Extreme: Google's Shopping Ads are About to Get a Lot More Interactive with AR
Google Shopping is getting a makeover. The epidemic's digital boom is showing indications of slowing down, but tech firms are still preparing for a future where habits developed throughout the epidemic stick around.Google addressed the emergence of "omnibuyers" - consumers who more thoroughly research and browse on their shopping trips both online and in-store - at its annual Marketing Live event.
“We think AR will become the next permanent fixture in how consumers interact with companies and items digitally,” said Google Commerce Chief Bill Ready.
In addition to AR, another search-related change in terms of visuals is that merchants will be able to promote loyalty programs to individuals exposed to advertisements on Google over the next several months, with a "view more" button indicating possible rewards for accumulating points. Loyalty sign-ups may be tracked using Performance Max campaigns that target to convert users on YouTube, display, search, discover, Gmail, and maps.
The Future is Female: Victoria's Secret is launching a new online marketplace run by women-owned businesses
Run by Women, For Women.Victoria's Secretwill launch an online marketplace to better support women-owned enterprises. The decision was made as the company tries to recover from the pandemic. With this curated marketplace, established companies, including many "founded, owned or led by women," can promote beneath the world's best-known lingerie brand.
The marketplace promotes a level playing field for new businesses. The campaign is in line with Victoria's Secret's fresh marketing strategy, which goes against years of sexualized marketing. Other efforts include a group of large-name influencers working together to promote female empowerment and more inclusive apparel.
The Devil's in the Details: How Brands Can Bridge the Experience Gap and Attract More Customers
It's time for a new game plan. With so much internet activity at the height of the pandemic, when many customers happily preferred to shop online for convenience and comfort — and they still do — merchants have a goldmine of consumer data to use in developing morecompelling shopping experiences.
However retail companies are not yet making use of this actionable customer data — or if they are, they aren't using it to create interesting consumer experiences.
Just 6% of consumers believe that online shopping experiences are always relevant, according to a recent study. This is proof positive that merchants are still having difficulties giving the appropriate online purchasing experiences their customers have become accustomed to. To meet the needs of these shoppers, brands must first understand three key areas where they are failing: relevance, personalization, and connection.
The Amazon Corner
By Invitation Only: Amazon sets in motion invite-only ordering experience.
This just in! In an effort to prevent inventory shortages and price gouging, Amazon is launching a new shopping experience for customers. Regardless if Amazon customers hold Prime Membership status, anyone with an Amazon account can request an invitation to purchase products.
Products with the new feature will be labeled "available by invitation." Once customers have been verified as actual customers (and not bots), they will then receive an email with instructions on how to purchase the item, which also includes a countdown to when the invitation expires. This new ordering option is available starting now for the PlayStation 5 and will soon be offered with other gaming consoles. Amazon has plans to extend the program to other products in the future.
A LITTLE MORE
Guccicollaborates with Roblox to create the "Gucci Town" metaverse world.
51% of mobile shoppers in the United States make purchases via apps than e-commerce websites.
QUICK TIP
Try this. Make sure that your customers have access to all they need to make an educated purchase. Include shipping and return information so that customers are aware of the policies before making a purchase. You'll want to keep a prominent contact page accessible so that consumers may reach out if there's a problem or they need more information.
TWEET TWEET
“Success isn’t always about greatness. It’s about consistency. Consistent hard work leads to success. Greatness will come." - Dwayne “The Rock” Johnson
Top Amazon sellers share a common theme with their business platform—global selling and the ambition to expand. New markets mean new opportunities; however, seeking 'greener pastures' in foreign markets comes with its own set of challenges.
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So, whether you're looking to expand your business or simply curious about what could be on the horizon, get your free custom Niche Analysis report for insights on how to grow into some of the world's most lucrative e-commerce markets.
On this 35th episode of The E-Comm Show, our host and BlueTuskr CEO Andrew Maff is with Lynda and Paul of Love & Pebble. Armed with a mission to help women gain back their confidence through potent plant-based and food-grade skincare ingredients, Love & Pebble combines cryotherapy with skin mask that helps with de-puffing and naturally smoothening out the skin.
Listen to this episode with Lynda and Paul as they share everything from finding the perfect manufacturer, marketing your product both online and offline, to getting invited to join SharkTank!