Digital discovery – Mike Foster, founder and strategic creative director, Straight Forward Design, explores the virtual possibilities and what the future of shopping has in store for brands and consumers alike.
In today’s retail landscape, consumers find themselves at a crossroads between two distinct experiences: knowing what they want and the journey of discovery. While the former offers convenience and speed, the latter provides a sense of adventure and unexpected satisfaction. This dichotomy becomes especially apparent when we compare the digital efficiency of platforms like Amazon with the tactile richness of in-store experiences like those of a good bookstore.
The Ease of Knowing
When you know what you’re looking for, Amazon is a godsend. The quick search functionality and efficient delivery system make purchasing a known item almost effortless. In a few clicks, your desired book or gadget is on its way to your doorstep, embodying the pinnacle of convenience in the digital age.
The Challenge of Discovering
Contrastingly, when it comes to discovery, the digital experience often falls short. Scrolling through endless options on Amazon can feel overwhelming and impersonal. This is where physical stores, like a good bookstore, shine. With their carefully curated collections and knowledgeable staff, they create an environment ripe for discovery. Here, the joy comes not just from what you find but how you find it.
Experimentation to bridge the Gap
Recognising this gap, U.S. retailer Target is innovating to bridge this divide. Target’s exploration with shoppable 3D rooms is an interesting attempt to recreate the in-store browsing experience online. This approach allows customers to explore products in a virtual space, combining the convenience of online shopping with the exploratory joy of in-store experiences. It’s a playful, engaging way to connect with products and brands that wouldn’t be possible through traditional online shopping interfaces.
Implications for Brands and Retailers
For brands, these virtual spaces offer a fun way to showcase products, potentially more effectively than through their own digital channels. Retailers understand the importance of such innovation. While Target leads the charge many retailers could benefit from similar experiments. In the UK, John Lewis would be a natural fit for their traditional consumers.
Future Trends and Speculations
It is hard not to see the potential this approach could have with new spatial computing, like Apple’s upcoming Vision. Unlike gaming-focused platforms like Meta’s Quest, Apple’s approach seems set to replace a traditional computing device, suggesting a broader, more integrated application in everyday life. If the platform takes off it could further revolutionise these experiences.
Conversion and Impact
As these innovations continue to unfold, it will be interesting to see their impact on sales conversions and customer engagement. Will these discovery online experiences lead to more effective discovery and, consequently, higher sales?
A Final Thought
The retail world is evolving rapidly, and the traditional lines between knowing and discovering are blurring. Through digital innovation, retailers are reimagining the shopping experience, catering to the modern consumer’s need for both efficiency and exploration. As we witness this transformation, we are left to ponder: How will these changes shape our future shopping habits and what new opportunities will they unlock for brands and consumers alike?