Consumer habits are not exempt from new variations, in a world that is increasingly changing and plagued by new technologies.
In order to know what those trends will be that both businesses and marketplaces must put into practice to follow “seducing buyers”, the signature wunderman thompson submitted a report titled ‘Tomorrow’s commerce 2023’.
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Among the findings of the study, five points stand out: in which the inclusion of digital tools such as artificial intelligence and the metaverse stands outas well as strategies that address integrated markets and advertising segmentation.
According to the study, Humans today rely more than ever on artificial intelligence (AI) and data to make decisions, especially in the context of shopping.
In fact, “40% of consumers globally say they have used smart assistants like Alexa and Google Home to make purchases”.
Whereby “brands will need to shift their focus from emotional drivers to objective, metrics-based marketing and transparency to adapt to AI-based decision-making systems”, the report noted.
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Under this line, the technological aids that must be included in the B2B (business to business) segment were also framed.
“The growing influence of AI will radically change B2B procurement. Everything will be focused on the product and adding value to the customer journey, and providers need to start thinking now about what this means for their digital offer, how they can optimize their content with data and make it compatible with AI”.
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Among the tools that will have potential in the coming years, the report framed the metaverse as it has great potential to power brands.
“The metaverse is one potential solution, offering a virtual office where people can connect and collaborate on projects just as they would in a physical office. Offers flexibility without isolation and an opportunity to reinvent a company’s visionthe studio said.
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For Glenda Kok, Chief of Technology Business at Wunderman Thompson Latamcompanies must include these trends in their business strategies, otherwise “they will be left out of the market and lose great opportunities to get closer to their consumers.”
“The world is in constant movement, technologies advance at an unimaginable speed. At the same time, consumers change their shopping habits and their demands grow.”, he added.
The report also specified that retailers should use their online platforms as advertising spaces. “Retail media is expected to grow 80.1% year-on-year, which is why it can help companies sell products online directly to consumers through banner ads and at point of sale (PoS)”.
Finally, the report suggested that channel-focused models “multi-brand”, will become increasingly attractive to consumers, since they will be able to find everything they are looking for in one place.
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