While the tech world debates the will-they, won't-they potential of super apps within the western economy, savvy retailers are cutting straight to the chase and realizing that no matter the framework, what shoppers want is the pairing of more options with increased convenience provided in a way that doesn't detract from either.
As we enter the Fourth Industrial Revolution, applications of next generation innovations that prioritize human-level needs, rather than purely business ones, can drive both individual and societal growth by creatively reimagining what is possible.
New initiatives across art, commerce, work, and technology are "breaking the chains of the system" by standing up for the rights and benefits of those audiences that have historically produced the most for their respective spheres of influence while taking home the least.
The automated and contactless processes adopted by retailers during the pandemic for health and safety reasons are proving that they, or at least their next-gen technology, have staying power and may have even driven a permanent behavioral shift among shoppers, who now expect a certain level of "on-my-own-time convenience" when completing purchases in-store or online.
Influencing Within Digital Worlds: How brands & retailers are partnering with virtual creators & amplifiers to build value & engage their communities
Athletic giant Nike has planted one of the strongest flags in the Metaverse with its Nikeland Roblox virtual environment. As part of the next-generation activation and experience, Nike is turning brand fans into cross-world virtual ambassadors.
As consumer interest in experiential content and hyperconnected, immersive virtual worlds grows, the rise of virtual influencers like Ayayi is unlocking a completely new dimension of possibilities for brands and retailers.
Leading brands know they must keep meeting evolving consumer preferences to stay relevant and attract loyalty and spending—and they can do this by emphasizing more private online connections that help young people find intimate shared digital experiences in a fractured online world.