Shoptalk 2022: Powering Next-Gen Connection
Focused on next-gen brand/consumer connections, Shoptalk (Las Vegas, March 27-30) featured brands and platforms including YouTube, Uber and French beauty giant Sephora. Topics ranged from navigating the Latin American e-tail boom and livestreaming’s impending US digi-commerce takeover, to personalised beauty reviews that flex to consumers’ appearances, and video-enabled squad shopping. We distil the leading insights.
Livestreaming: Local, Proto-Metaverse & Employee-Owned
Retail’s Digital Third Spaces
Localised Delivery Strategies
Scaling Hyper-Personalisation
Livestreaming is set to revolutionise American e-commerce, generating up to 20% of online sales by 2026 (McKinsey, 2021). Speakers including YouTube championed its potential to humanise brands; to ready both brands and associates for metaverse-based customer connections; and to localise digi-commerce by streaming from neighbourhood hubs – capitalising on pandemic-increased local affinity (see Leaning into Local).
Livestreaming is set to revolutionise American e-commerce, generating up to 20% of online sales by 2026 (McKinsey, 2021). Speakers including YouTube championed its potential to humanise brands; to ready both brands and associates for metaverse-based customer connections; and to localise digi-commerce by streaming from neighbourhood hubs – capitalising on pandemic-increased local affinity (see Leaning into Local).
Summary
Livestreaming: Local, Proto-Metaverse & Employee-Owned | Livestreaming is set to revolutionise American e-commerce, generating up to 20% of online sales by 2026 (McKinsey, 2021). Speakers including YouTube championed its potential to humanise brands; to ready both brands and associates for metaverse-based customer connections; and to localise digi-commerce by streaming from neighbourhood hubs – capitalising on pandemic-increased local affinity (see Leaning into Local). |
Retail’s Digital Third Spaces | Speakers outlined how forward-thinking brands are socialising e-commerce, creating proto-metaverse brand hubs and spearheading squad shopping. FabFitFun’s membership-based group-shopping expeditions spotlights the evolution of ‘multi-player e-commerce’, while PacSun’s entrepreneurial Roblox mini-game aims to build emotional resonance via in-game brand/consumer collaboration. |
Localised Delivery Strategies | Leading on from the pandemic delivery boom (see Innovating the Last Mile), logistics giants Uber and Instacart explored how delivery services are embedding themselves in local communities, powering neighbourhood-centric e-commerce. Meanwhile, LATAM brands Mercado Libre and Liverpool majored on how to navigate the incoming Latin American e-commerce boom. |
Scaling Hyper-Personalisation | Next-gen personalisation was a key topic at Shoptalk, with speakers including US personalised fashion e-commerce platform The Yes asserting that explicit personalisation should be made a marketing tenet. Meanwhile, French beauty powerhouse Sephora is further enshrining beauty’s review-centric culture by prioritising reviews from people who resemble the shopper. |
Shoptalk 2022: Powering Next-Gen Connection
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.
