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 Partaking Digital Purchasing Applied sciences that seize and retain prospects. 

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 Net, Roblox and Apple Imaginative and prescient Professional. 

The panelists had been requested to supply some perception on how immersive experiences had been impacting conventional e-commerce parts—and whether or not or not they’ll stay foundational or turn out to be out of date.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 partaking digital applied sciences and interactive purchasing options, corresponding to digital shops, to supply prospects a extra immersive and personalised purchasing journey. Nonetheless, it’s also essential to maintain conventional parts to supply a well-recognized framework that will increase steerage and knowledge.

Conventional parts in e-commerce, corresponding 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 surroundings, showing in quite a lot of varieties to information the person of their journey, corresponding to interactive maps, directional arrows and welcoming tooltips. Immersive environments extra carefully resemble the actual 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 drag up-to-date product data, corresponding to stock, and fasten 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 might be straightforward for consumers to adapt to. 

Measuring the Success of Immersive Digital Retailers

The panelists agreed: it’s obligatory for manufacturers and retailers to revolutionize their e-commerce technique as a result of shortened shopper consideration span, and that content material produced must be extra grandiose and strategic to be able to seize consumers’ consideration and loyalty. 

By leveraging applied sciences corresponding to digital actuality and augmented actuality, manufacturers can seize and retain prospects with unique content material in a novel format. When measuring the success of their immersive digital storefronts, manufacturers and retailers can use quite a lot of metrics, together with model recall and buyer lifetime worth. 

Progressive Model Advertising to Seize Customers’ Consideration

Digital actuality expertise can be utilized to uplevel model advertising 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 property right into a memorable, interactive expertise that spanned net, cell and digital actuality by way of 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 research to be taught 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 partaking digital purchasing expertise will be measured by buyer lifetime worth, a long-time emotional reference to the client. There are additionally a number of short-term loyalty metrics that may be tracked in digital shops, corresponding to e-mail and SMS opt-in fee (for manufacturers that combine their CMS), return fee and model affinity. A world magnificence model, for instance, used their digital retailer to strengthen retention and enhance model loyalty by offering VIP prospects with unique content material and model experiences, leading to a 164% uptick in day by day guests for VIP Launches. Obtain the case research to be taught extra.

The dialogue at Shoptalk Europe 2024 highlighted the significance for retailers to undertake Partaking Digital Purchasing Applied sciences to be able to seize and retain prospects, and push the boundaries of e-commerce as we all know it at present 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 on your model.