Meeting promoted by Yahoo showed the main trends that drive the migration from the era of experience to that of interactivity
Yahoo brought together market professionals at Connect Creative Commerce 2022, held this Tuesday (12) to provide an overview of retail trends at major global events, such as SXSW, World Retail Congress and the Cannes Lions Festival of Creativity.
Curated by GoAdMedia, it showed the migration from the era of experience to that of interactivity, where consumers are part of the processes and enjoy new possibilities from personalized actions.
Although the LGPD and the cookie-free world initially represented a barrier, João Saad, Head of Insights at GoAd Media, presented examples of how brands have found legal and ‘cute’ ways to develop some customized ones, such as the “dogvertsing” action. , created by Pedigree, which detected the animals from OOH panels and delivered messages to the tutor according to the profile.
One bet for personalized deliveries is shoppable content, which should gain traction as connected TVs expand their presence in consumers’ homes. Data from Retail Trends revealed that 3 out of 4 smartTV users use mobile to search for information related to the content displayed. Currently, in Brazil, the number of smartTV users, 49.5 million, represents about 25% of the 198 million of the entire universe of TVs.
Even so, Yahoo wants to strengthen its attributes in this conversation with brands. “We want to create connections and be present throughout the users’ journey”, said Alyne Bacelar, Global Strategy Solutions Manager at Yahoo Brasil, when showing initiative, including immersive experiences with Augmented Reality, using QR codes, which the platform has done.
Another strategy raised among the trends is contactless payment, boosted by the health restrictions generated by Covid-19. Today, for example, there are already more than 2.3 billion digital wallets in the world. A transformation that has made many retailers incubate startups thinking about the internal development of solutions and experience.
In addition, the D2C Commerce movement grows, with brands selling directly to consumers; the circular economy, as responses to both corporate and social demands; and ‘Creator Commerce’, which promotes social shopping strategies and live streaming shopping, based on the concepts of digital culture and communities.
All these changes must connect with other broader trends in terms of markets, such as the metaverse and the web3. “It will require a change in the cultural key to retail,” said Saad. It includes, for example, thinking about creating and delivering digital products, marketplace models and understanding the best strategies to interact in both physical and virtual ecosystems.