Brands need to strengthen their omnichannel strategies, invest in their social media presence, and create a mobile-first shopping experience to sustain in the longer run.
The experience economy may be booming, but what can it deliver next as consumers tire of the endless attempts to engage them? The answer may give us a clue about our own future.
“Experience, then, needs to become something more than time spent for the sake of it. It’s the key to transforming ourselves; in that sense, it is a powerful way to take back real control over our lives in a world increasingly obsessed with letting technology do everything for us.”
The experience economy must consist of key moments that deliver what the customer really wants—value, and delivering those moments of authenticity requires the ability to assess the level of engagement customers need.
Consumer expectations of retailers and the shopping experience have dramatically shifted, altering the digital landscape for the post-COVID future of...
Celebrity beauty and skincare brandsThe rise of social media marketing New packaging design Setting new standards in beauty Redefining femininity Racial, gender, and age inclusion Celebrities building a closer relationship with consumersBeauty for all
Diversity
Inclusivity
A variety of colors
Different formulas
Celebrity-founded brand
Brand: Fenty Beauty
Fenty Beauty is a cosmetics company founded by Rihanna in 2017. Unlike other American celebrities who launch brands just to capitalize on their name, Rihanna has disrupted the beauty industry by creating products that put customers first and increasing diversity awareness. The brand’s tagline, “beauty for all”, reflects this forward-thinking idea. Before Fenty, most beauty brands were only making products for consumers with a lighter complexion. Many consumers of color had a difficult time finding the right shade of foundation at Sephora. Rihanna recognized this issue and turned it into her motivation to start Fenty Beauty. The first foundation collection not only had 50 shades but also accommodated different types of skin. Rihanna’s proactive business solution is a result of her own struggle as a consumer and all of the social justice movements in 2017. To this day, her brand is still relevant and influential in the cosmetics world.
Explicit meanings:
Beauty for all
Diversity
Inclusivity
A variety of colors
Different formulas
Celebrity-founded brand
Implicit meanings:
Setting new standards in beauty
Redefining femininity
Racial, gender, and age inclusion
Celebrities building a closer relationship with consumers
This reminds me of our first class when we discusses the difference between humans and AI. Since the article claims that researchers are teaching machines to identify emotions, attitudes, and values, then how is that going to influence the way we communicate with each other in the future?
New data from Ernst & Young suggests it will be an important part of the consumer experience — but not everything.
The core question retailers must ask themselves first is not, “What e-commerce investments do I need to make?” but rather, “What consumer experience do I need to offer?”
With the third wave of the pandemic, uncertainty has become constant around the world, however, the only certainty is that many aspects of retail will not go back to the way they were before Covid-19. It will require retailers to review the trends influencing the future, their long-term ambitions, and their current capabilities to chart the way forward. Here’s a quick starting guide for novice business owners and four trends that could shape retail in the future.
Even as the world emerges from the pandemic, the face of customer engagement continues to shift toward a more focused experience, predicated on getting customers the products they need quickly and easily.
Explore post-COVID retail strategies, and how retail executives should re-think in-store and online customer experience and engagement when reopening stores.
andulkaphoto
theartofmadeline
titsay
jbbartram-illu