Emmanuel Fraysse, Axance’s partner and author of the book Business is digital, goes back on the 15 retail innovations he observed during the last South by Southwest® (SXSW®) Conferences and Festivals. SxSW is a music and film festival as well as a digital conferences one.
Part 1 in retail experience: Inspiration
1 – Owned, Earned and Paid Media
“I am a retailer, I am a media”. BuzzFeed leans on a viral strategy to be independant from google’s SEO.
Jonah Peretti, CEO of BuzzFeed, “The share statement is often more important than the headline because it says why, not just why they’re sharing”. Starbucks is currently interested in producing content, including political documentary films.
2 – Shopping ATAWAD (Any Time, AnyWhere, Any Device)
As seen in Minority Report, Bluefox offers inStore advertisement screens. They vary according to facial recognition and the client’s profile (their data).
Contact points multiplication makes the “ATAWAD” concept a reality.
You know Shazam. Discover Shazam Shopping: from sound recognition to visual recognition. Shazam sets off to conquer the m-shopping market.
3 – Virtual or enhanced reality
Google focused on its Cardboard, Oculus glasses’ competitor, at only 4$. Nice example of a thrifty innovation (Jugaad innovation straight from Southern Countries : better with less, thanks to french engineers). Compatible with Android and iOS.
Results so far: 1 million pieces delivered and more than 500 compatible apps.
4 – Pixlee: picture marketing social
A picture is worth a thousand words, especially in an information overload context. Pixlee replaces products in their context through pictures collected on the web, generated by the consumer (star’s pictures). Target also uses picture marketing by tracking trends down on Pinterest.
5 – Trendalytics is a platform focused on predictive analysis for retail trends in the fashion world
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