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In the year ahead, marketers will look to expand the channels and ordering methods customers can use to shop online. Many of these channels have been around for years (see shoppable ads below), but they’re coming together and becoming more engaging thanks to AI innovations that marketers are adopting more and more. Probably.
Give retail shoppers access to a full range of ordering options
As with customer experience, marketers will leverage AI to build a stronger e-commerce presence in 2024. Connected data allows brands to offer more ways for shoppers to discover and buy, digitally or in-store.
“If a customer wants something right now, and they know it’s in the big box store just down the street, they want to make sure they can order it on their phone while they’re sitting in front of the TV. ” said Keith Kirkpatrick, Research Director, Enterprise Applications, Futurum Group. “They want to make sure that it’s in stock and that he’s ready by 10:30, so he can go there at 10:30 and it’s there.”
The convergence of physical and digital channels, also known as “phygital,” took off in earnest during the first year of the coronavirus pandemic. There is no turning back now. Brands need to be present everywhere.
“It’s a more efficient way of doing things and it puts the customer first,” Kirkpatrick said. “Organizations are trying to do that, but also introduce more personalization and try to predict what customers need based on their activity through the app.”
In this context, the term “physiological” can be misleading. Yes, the aim is to make both digital and physical experiences available to any customer in his or her journey, upon request. But even a simple receipt or survey emailed to customers after an in-store purchase, it’s the digital component that connects and drives the experience.
For brick-and-mortar retailers, improved AI and automation can help bridge the gap so they no longer ignore valuable online feedback and inquiries from customers.
“In addition to limiting your online visibility, ‘ghosting’ can seriously hinder a brand’s overall digital performance,” says Monica Ho, CMO of digital marketing firm SOCi. “In 2024, advances in AI and automation will solve this problem. These technologies exist today and will enable retailers to deliver fast, personalized responses at scale. , improve customer satisfaction and improve the online experience.”
Achieve optimal tone and brand consistency using AI
E-commerce brands can only approximate the human warmth experienced during a successful in-store purchase. But if the models are trained correctly, brands can achieve great results with AI-powered chat and content creation.
“Tone is extremely important when communicating with consumers and can make or break a brand,” says Josha Koepke, head of product at conversational marketing firm Connectly. “Emojis, humor, empathy: these are all nuances that need to be incorporated into retail and e-commerce communications to ensure that the message is not only personalized but authentic.”
He added: “AI models need to be trained to codify and operationalize brand tone.” In 2024, achieving the right tone through AI will become a key priority for brands, especially as they increasingly utilize channels such as conversational commerce. This will enhance your conversations, increase your customer base, and create more loyal customers. ”
More shoppable ads drive e-commerce sales
Coordinating with creative programming and improving the buyer experience will make advertising more shoppable in 2024.
“Consumers want omnichannel experiences, and the arrival of shoppable ads in streaming environments brings this closer to reality,” said Michael Scott, vice president of sales and advertising operations at Samsung Ads. .
In a recent study, Samsung Ads found that shoppable ads generate superior brand recall in addition to brand interaction. Not only did 55% of respondents remember seeing the ad, but half of those who remember the ad also remember interacting with it.
“I don’t see this momentum slowing down even in 2024,” Scott said. “When consumers see a product on TV, they want to be able to quickly learn more about it and buy it, making their purchase journey more accessible.”
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Shoppable ads connect the dots of retail and beauty, especially among Gen Z
Roku’s shoppable advertising includes traditional and direct-to-consumer brands in health and beauty, electronics, home and consumer packaged goods, as well as traditional retailers such as Walmart. The main target is Generation Z.
“A whopping 96% of Gen Z adults subscribe to at least one streaming service, and 46% stream two or more hours of TV each day,” said Peter Hamilton, Roku’s senior director of advertising innovation. states. “This viewership data, combined with the impact this audience group has had on the beauty industry, including their adoption of strong brand loyalty and efforts to support accessibility and inclusivity in beauty, suggests that the beauty market will play a major role. We can expect to see the growth of shoppable advertising in streaming TV in 2024.”
Brands available through traditional retailers are most likely to embrace shoppable advertising next year.
“Walmart as a brand has been at the forefront of exploring checkout experiences that come from tailored content, such as the recent holiday RomCommerce show,” Hamilton said.
He continued, “While the concept of shoppable ads is not new and has been a hot topic in the industry for over 20 years, the technology that supports it has advanced significantly in recent years. , we can connect the dots between product catalogs, checkout APIs, and authentication to create a frictionless purchasing experience on the largest screens in the home.”
Let’s dig deeper: Roku partners with Shopify to let you buy directly from your TV
Consumers and B2B marketers are adopting composable commerce systems
According to Andrea Polonioli, senior product AI marketing manager at enterprise software company Coveo, marketers will opt for more flexible and configurable e-commerce systems, especially in the context of product discovery.
“Composable commerce is gaining momentum in B2C as well as B2B, and we’re seeing more and more brands, retailers and manufacturers move away from monolithic commerce platforms to modular, composable services.” Polonioli said. “As we head into 2024, more retailers will rely on composable commerce and the flexibility, agility, support, and ability it brings to transform complex customer journeys into connected experiences across multiple touchpoints. It will be.”
Retailers in DIY, electronics, and other categories will use this approach to improve their customer experience and create a seamless customer experience. This becomes very important when you have a large product line and a complex catalog.
“The demand for innovation and agility in these areas is increasing, as are expectations for improved ROI from successful implementation,” Polonioli said.
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