TREND: Instapurchasing
Integrated buy-it-now options speed up consumer spending.
Seamlessness among platforms, alongside click-here-to-buy options in editorial content, are greasing online impulse buying.
EXAMPLES
-Apple’s in-app purchasing: Apple encourages app developers to offer additional content and services through the Apple infrastructure, using your Apple ID and password (leading to bill shock for parents) -Editorial content that incorporates buy-it-now into its body. Elle.com provides links in a luxury-for-everyone move. So does Coveteur, a blog that chronicles people’s closets with a Selby-esque aesthetic. -Burberry streaming runway show with click-to-buy-before-it-runs-out-option introduces competitive gaming atmosphere to the elite fashion show format -Low-fi, Etsy-esque interfaces like Supermarket Sarah are digital flea markets, simply images of piles of stuff that you can click to purchase
DRIVERS
•Instant gratification, #realtimemania. Fewer barriers means less time to think, in the style of Amazon one-click ordering. •Less time to consult reviews, or fatigue from #reviewoverload •Reduced skepticism about the “infomercial” or “advertorial”; or perhaps people are so cynical they can’t imagine lifestyle journalism that doesn’t imply an immediate purchase