- Lush is piloting new “digital packaging.” Through a visual search function in the Lush app, users can see the product name, ingredients, price, and videos showing what the bath bomb would look like when dropped in water. This digitally immersive experience also eliminates packaging, appealing to the brand’s environmentally conscious customer base.
- IKEA has teamed up with two Israel-based nonprofits to create ThisAbles, modifications that can be added to IKEA furniture to make it friendlier to people with disabilities. The objects created are available as free online schematics and can be 3-D printed and added to the furniture.
3. Precise personalization: Unique points of inspiration
Brands continue to determine what personalization means to them—and how to use their data and knowledge of the customer to deliver tailored products, services, and experiences. From combining customer data with artificial intelligence-derived insights, to looking to the stars for inspiration, brands are getting creative in individualizing their offerings.
- Tapping into a boom of interest in astrology, Amazon is now offering Prime members their horoscope paired with product and service recommendations. The brand is leveraging astrologist Anna Katz for the astrological readings and emailing Prime members monthly about what they should be putting their energy (and spend) into.
4. A social shopping revolution: Tapping the power of the social environment
Social media is quickly becoming a place where consumers are not just inspired—they are actively purchasing. Platforms are rolling out new commerce-enabling features and testing new ways to foster brand and customer engagement.
- H&M is one of the brands handpicked by Instagram to pilot their new in-app shopping and checkout capabilities. Consumers can get inspired by shoppable H&M looks, and move to purchase in a newly streamlined experience—all without leaving their social media feed.