Mobile devices, especially smartphones, evolved from being a complimentary communication gadget to become an intrinsic part of shoppers’ lifes. Meanwhile, brands discovered the huge potential of smartphones being the best way to approach consumers and offer more personalized experiences and products instantaneously. In this context, Paypal aims to help retailers to increase mobile conversion rates with their promising platform Paypal Commerce striving to get an even bigger piece of the payment-cake.
The use of mobile devices has been expanded so far in the last years and different prognoses indicate its continuous growth in terms of market share, penetration and turnover. In Germany, there are already 46 millions of smartphone users and market researchers expect for 2019 more than 55 million users.
Living experiences beyond the real world and feel yourself inside the game. It seems 2016 will be the year in which virtual reality is taking shape, not only in the videogames sector but also in business, like Volvo and Media Saturn are currently doing. The tech majors such as Samsung and Google have been working for the last two years on it and some rumours suggest that the latter will release its new VR glasses by the end of the year.
Against every expectation, indicated by the poor market share Google Glass could gain, VR hardware can be extremely useful for business and especially can help brick and mortar stores in their way towards the digitalization. At the same time, shoppers would be able to live a completely intense and unique shopping experience in 3D using their five senses without leaving home. That’s why companies are starting timidly to test this technology.
Too tight. Too loose. Too small. Too big. Uncomfortable. Longer straps, ugly marks. No pain, no gain. This is the perfect illustration to describe the big frustration during the customer journey of many women pursuing the dream bra. Spending hours in a fitting room fitted and measured by a stranger to end up empty-handed. However, this annoying reality can be a matter of the past.
Today, companies are offering more products and services than ever, taking the international leap faster and easier than before. The volume of data is massively growing because of the use of new technology, the improvement of the communication flows and the popularisation of e-commerce.
In parallel to this scenario, consumers are becoming more demanding than before because they claim companies to make their journey towards the product easier and more effective.
Since a few years, marketers and developers have been putting the spin on to find out the best mechanism to interconnect all this information, process it in an understandable code and transmit it at high speed. The mechanisms invented to do so and that enhance the most basic pillars of e-commerce are called PIM (Product Information Management) systems.
Many voices anticipate the burial of brick and mortar stores however, it seems they will have the chance to retrain into something else taking advantage of their strengths to survive, coordinating together with digital solutions to offer experiences instead of only products and services.
The world is already digital, e-commerce and online shops are breaking their current horizons, transforming business models, changing drastically the role of every agent involved in the business process and creating new concepts.
For example, shoppers are changing their behaviour because of the free use of smartphones and similar devices. Today people, especially millennials, check their phone at the store, comparing prices and features in the competition. Others prefer to go to the store, try and touch the products they are interested in and afterwards order online.
In 2016, Tina would like to give a toy to her nephew as a present. She is still coming up with ideas, some of which were taken from the short moments she spends in front of her multiple devices: smartphone, tablet, laptop, even magazines. Despite of her busy and intense life she always finds time to look at their screens and navigate.
Every time I walk around the streets I see people totally attached to their mobiles: texting, listening to music, socializing, searching for some inspiration for a present, or checking opening times for the restaurant they want to go to for dinner later. It is really likely that the future of commerce will be dominated by an ambitious mobile strategy which implies the use of cross-channels.
Although in some European countries the use of mobile devices to make purchases is still minor, the tendency, according to some studies, suggests next year might be the year of mobile commerce, mostly because of the impulse made by the millennials.
The traditional American ‘Black Friday’, ringing in the Christmas shopping season, has been developing strongly in Europe, reaching a new all-time record in sales this year.
Without question the biggest indicator to measure this success is Amazon. Their figures indicated that more than one million items were already ordered by Friday midday in Germany; consumer electronics, toys and consumer goods were among the most popular products.
Imagine the day when all your problems are sorted out in just 30 minutes. You have an important date, you try on your best dress in front of the mirror and realise it is stained! Don’t panic. Amazon would have got a quick solution for you: the new Prime Air service drone squad.
These scenarios where immediacy is a must are the future and course of action set by Amazon, in terms of delivery systems. Amazon has released a new ad video demo featured by the controversial British journalist of Top Gear Jeremy Clarkson in which one new prototype is unveiled.
There’s one number that currently astonishes the industry: Hello Fresh is worth 2.6 billion €. Anyone who considered 600 million overrated can rub their eyes in disbelief now. The start-up that delivers cook boxes for your high-class culinary evening apparently prepares its flotation.
The food industry is increasingly getting in motion. Whether it’s Tengelmann’s difficulties, Rewe Digital’s efforts, or the trembling at Amazon Fresh’s launch in Germany – not a single week passes without exciting news.
While Jochen Krisch allowed Hello Fresh to talk about their plans and processes in detail and praised the market dynamics at the K5 conference, others are alarmed: Telebörse’s article “Hello Fresh – hello brain!” already warns about the fantastically rated start-up: