New technologies are changing the way you shop

New technologies are changing the way you shop

The way we shop is constantly evolving, but what is really possible as of now? Letís have a look at some the most interesting new technologies that are reshaping how shopping is done.

Design and customise your shoes at Shoes of Prey

It's hard to believe that in an era in which seemingly everyone is plugged into computers, smartphones, and tablets, some powerful new technology has not come along and completely taken over the way people shop. But new technologies for shopping are blurring the line between 'marketing' and 'sales' more than ever. The case may be that the store of tomorrow is just around the corner - or somewhere even more convenient.

Shoppable videos

Consumers have turned to user-generated video reviews as part of product discovery. Search for nearly any product on YouTube and you will turn up tons of video reviews and unboxings, ranging in quality from the useless to the captivating.

Google is fully aware of this use for YouTube, too. The company has announced a 'channel gadget' aimed at easily turning videos into sales. The new service rapidly connects the viewer with online retailers that have the product in stock. By closing the gap between product discovery (viewing the video) and purchasing (finding a retailer to buy from), shoppable videos are encouraging a heightened level of sales and marketing alignment - a recurring theme among the latest trends in online shopping.

Google Gadget Channel
Tresemmé: YouTube channel

But, Google is not the only company to recognise the power of video. Ditto is allowing users to virtually try out a pair of eyeglasses before purchasing them, thanks to user-captured videos called 'dittos.' These are part of a nifty web app that allows shoppers to superimpose glasses onto their faces to see how the eyewear looks on them, before they buy.

Ditto Glasses
Ditto: Try out glasses online

The rise of the virtual store

A growing number of brick-and-mortar stores are turning portions of real estate into virtual displays where customers can browse and make purchases by clicking on images of the products or scanning QR codes.

Wal-Mart has experimented with 'Virtual Toy Store' displays in places like the Toronto subway. Passers-by are presented with 3D images of current toys and they can make a purchase by scanning a QR code with their smartphone. Wal-Mart has also joined forces with Proctor & Gamble to deploy sales trucks throughout New York. Each truck is a rolling storefront, with product images and QR codes lining the body panels. Items showcased on the trucks are heavy, common necessities like dog food and cases of water – anything an urbanite might not care to lug around the cityscape.

WalMart Virtual Toy Store
Walmart: Virtual toy store (Photo Credit: CNW Group/Mattel Canada, Inc. via newswire.ca)

Shopping for groceries using QR codes
Shopping for groceries using QR codes at the local station on your way home from work (Photo Credit: designboom)

Made to order

Some online retailers are experimenting with customisable products that allow customers to create unique, one-off items using modular components. Shoes of Prey is bringing this technology to bear in the area of women's shoes. Such technology is enticing to the consumer because this kind of shopping offers them a level of personalisation not normally found in a traditional retail setting.

Design shoes online at Shoes of Prey
Shoes of Prey: Design shoes online

With the advent of 3D printing, it is only a matter of time before all sorts of modular products are fully customisable by the shopper - from custom action figures, to slightly more practical things, like custom flatware.

Social retailing and shopping

Another emerging trend is social retailing. Sites like Groupon and Livingsocial are adding incentives (like group buying power) to the online shopping experience. Adding incentive is critical for successful social shopping. The consumer needs to either get a discount out of the deal, or some social currency that makes it cool to them and their network.

Uniqlo Magic Mirror
UNIQLO's Magic Mirror

The future is now!

All of the above technologies are working - right now. The challenge is found in connecting your brand to these innovations in the way that best serves your customers. People are not always embracing of new technology in and of itself; they need to be given clear indication of value of taking a chance on a new idea. The best way to put new sales tools to work for your business is to understand that shoppers are looking for increased convenience, saving time and money, and lightening the load!

How could these new technologies work for you and your customers?

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