5 Innovative Ways to Use AR in Holiday Marketing
A technology that was once considered to be on the fringes of digital marketing has moved into the mainstream, as retailers around the country find new ways to use AR in their 2019 holiday campaigns. From virtual try-ons to camera filters designed to drive people into physical store locations, there’s no limit to the number of ways creative marketers can use AR. Enterprising retailers are capitalizing on the momentum as they come up with smarter ways to help shoppers contextually visualize what products will look like on their bodies and in their homes.
Let’s take a look at how five major companies are using AR for holiday marketing this year.
Physical Stores May Resemble Our Newsfeeds in the Near Future
We’re currently living in a time of unprecedented change in the marketing and advertising industries. One of the most interesting emerging trends is the incorporation of new advertising opportunities within physical stores, in ways that will remind you of your social media newsfeeds.
If you’re a member of Generation X, or even an older Millennial, you probably remember walking through the aisles in grocery stores and grabbing coupons out of plastic dispensers. What we will see occurring in the future is the 21st Century’s version of the coupon machine — the personalized newsfeed-ification of physical stores.
What Retail Has Learned About AR Since Pokémon Go
Retailers are only beginning to realize the potential of AR. As a new generation of shoppers steeped in AR grows up, their expectations will exceed the novelty acts the industry has put out to date. AR features won’t just be a one-off promo or tied to a game release; they will become the basis of the in-store customer experience, one that looks nothing like the retail of today.
FedEx Stops Ground Deliveries for Amazon, Signaling Delivery War to Come
For FedEx as for the many other companies and industries Amazon has decimated over the past 20 years, the problem in confronting Amazon may turn out to be one of margins. While FedEx needs a profitable delivery business to survive, Amazon can afford to lose money on delivery and make it up with relatively free-flowing profits from Amazon Web Services and its booming ad business.
In fact, Amazon can afford, thanks to the faith and generosity of investors, to make no profits at all. No easy task, competing with that.
How Americans Shop Today
All industries—apparel, grocery, electronics—are affected differently by the move to e-commerce, and consumers are turning to new options, including social marketplaces, disrupting what we typically think of as digital shopping. Here are some insights on major market changes, including the key to Amazon’s dominance, the industries flouting the turn to e-commerce, and a curious preference among millennials, from a recent survey of 1,000 consumers by Signs.com.
6 Companies Reimagining Last-Mile Delivery
There’s a renewed push in Silicon Valley to tackle last-mile delivery. The use of autonomous vehicles, drones, and artificial intelligence is what more and more vendors are pushing for. Last-mile delivery is the most expensive part of shipping, and increasing fees mean prices are only going higher. The company that can get goods from a transportation hub to the customer’s doorstep in the shortest amount of time will win the retail game, and technology firms are hoping that their innovative solutions will be the answer that retailers are looking for.
Here are six examples of companies that are working to innovate in the last-mile delivery space.
Consulting Firms and Agencies Are the Perfect Complement for Data-as-a-Service
External data is incredibly hard to use and make sense of. After all, it is just data. It is usually delivered via a big CSV dump or API call. Most data companies just hand off the data to their customers and say “good luck.” In fact, a decent amount of purchased data just sits on the shelf and is never used.
This is where the forward-thinking consulting firms and agencies come in. They have a massive opportunity to help organizations make use of external data.
Offline Retailers See Huge Boost From Prime Day’s Online Sales
Amazon wasn’t the only retailer to see high purchase intent during its two-day event. Competing retailers saw similar successes piggybacking on Amazon’s newest shopping holiday with their own discounts and limited-time deals. This year’s Prime Day event drove a 14% spike in U.S. traffic on its first day, compared to baseline traffic from the month of June.
According to data collected by Constructor.io, an AI-first SaaS provider for ecommerce sites, among the non-Amazon companies having sales during Prime Day, search volume increased an average of more than 500%.
Retailers Are Using AI for Onboarding, Associate Retention
The retail landscape is going through an evolution, with mom-and-pop stores on Main Street being replaced by e-commerce outlets that rely on sophisticated algorithms to manage virtually every aspect of business operations.
While most headlines about the transformation of retail focus on the consumer-side of the equation, there’s even more change going on behind the scenes. Competition between e-commerce and brick-and-mortar is forcing innovation in the way retailers approach the challenges that come with onboarding and retaining in-store associates.
Retailers Leverage Prime Day to Boost Offline Sales
Unlike other shopping “holidays,” like Black Friday and Cyber Monday, Amazon Prime Day is specific to a single retailer. But as the event grows, other retailers—both online and offline—are finding ways to leverage the anticipation that consumers are feeling.
Last year, 63% of Prime Day shoppers said they visited competing websites to compare prices. This is a major opportunity for online retailers to capitalize on the spike in traffic and provide consumers with personalized and targeted offerings and exclusive deals.
Is Amazon Killing the Holiday Shopping Season?
Long lines of shoppers snaking around retail stores used to be commonplace on the morning after Thanksgiving. So was the tradition of picking up a print newspaper for an early look at the Black Friday ads. But with retailers like Amazon, Nordstrom, Alibaba, and Flipkart creating their own shopping holidays, the frenzy around Black Friday and Cyber Monday has been tamped down. Is this a sign of the times or just a blip in retail’s evolution?
To find the answer, the mobile app marketing firm Liftoff and the mobile measurement company Adjust teamed up and took a deep dive into the consumer activity on shopping apps throughout the calendar year. In a new report, the firms found that with excuses to shop year round, traditional shopping holidays, like Black Friday and the New Year period, are waning in significance. These events are gradually becoming less vital for online and offline retailers, even if they remain important moments.
LBMA Vidcast: Walmart and WhatsApp, Gucci Tries Out AR
On this week’s Location-Based Marketing Association podcast: Walmart Mexico accepts WhatsApp orders, Nex raises £2M for lunch discovery, Gucci lets try on shoes in AR, 7Eleven delivers to beaches & parks, Reveal Mobile launches foot traffic attribution, Trax acquires Shopkick.
July Focus: Retail Transformation in the Amazon Age
Street Fight is rolling into July with the monthly theme Disrupting Retail: a look at how retail continues to transform, driven by competition from Amazon and key trends like “retail-as-a-service.”
But why is this important to Street Fight (and to you)? As we continue to evolve the definition of “local,” one key component of its market opportunity is offline brick-and-mortar shopping. After all, about 90% of all U.S. retail spending, to the tune of about $3.7 trillion, is completed offline in physical stores. And that’s usually in proximity to one’s home (thus, local).
Walmart Tests Out the “Future of Retail” in Long Island Store
There’s no time for the future of retail like the present. That is the motto at Walmart’s Intelligent Retail Lab, a live experiment in AI-driven shopping experiences that is now open to the public at a Walmart Neighborhood Market in Levittown, NY.
How Forward-Thinking Brands Are Leveraging Automation
Global brands—the kind that can afford huge teams of in-house marketers—are increasingly relying on marketing automation tools to manage triggered email campaigns, prioritize leads for sales, and leverage mobile campaigns across their customers’ journeys.
Here is how five top global brands are deploying automation to improve the way they interact with customers.
LBMA Vidcast: Octopus Ads in Ubers and Lyfts, Walmart and Google Team Up on Voice
On this week’s Location-Based Marketing Association podcast: Neiman Marcus + SalesFloor, Octopus ads in Uber & Lyft, Cleveland Cavaliers + Aramark use Apple business chat for food orders, CVS + Shipt, Snapchat testing “Status” feature, Walmart + Google voice ordering.
Walmart Enlists Google to Power Voice-Driven Grocery Shopping
Partnerships between retailers and tech platforms will provide increasingly important benefits for local discovery as voice becomes a more established search channel. In the age of voice-driven local search, consumers looking for products and services will become accustomed to having only one option surfaced (as Assistant is unlikely to rattle off five choices), which means being a consumer’s first option will be paramount for brick-and-mortars.
Walmart Mulls a Run at the Digital Ad Business
With reports percolating about Amazon’s increasingly clear emergence as a third party to Google and Facebook’s dominance of the digital ad market, the e-commerce behemoth’s old-school counterpart is reportedly taking a look at the action itself.
In Test of On-Demand Economy’s Durability, Postmates Files to Go Public
There’s nothing more hyperlocal than the on-demand class of startups, which feed off the everyday use cases spurred by a mobile-first world: whipping one’s phone out to order food from a local restaurant (Postmates, GrubHub, DoorDash), hail a ride (Uber and Lyft), or cut out a trip to the grocery store (Instacart, Shipt). Postmates’ founding ingenuity was to apply the convenience of ride-sharing to product delivery. Eight years later, it’s a food-delivery powerhouse, and its value may strike nearly $2 billion.
LBMA Vidcast: Walmart Launches Alcohol Pick-Up; Salesforce Teams with Neura
On this week’s Location-Based Marketing Association podcast: Neura + Salesforce, do it outdoors media partners with BlueBite, NinthDecimal adds Inscape TV data, Eatigo (Thailand) matches restaurant deals with customers, Yoplait using facial detection for free offers with JCDecaux, Walmart launches alcohol pick-up in 2,000 US locations.