Five Things You Need To Know to Prep for the Future of E-Commerce

Despite the presence of well-established online retail giants like Amazon and Zappos, the e-commerce world is a still rapidly shifting and developing space. In many ways, brands and consumers alike are still catching up with the potential that the technology available to them allows. Here we’ll take you through five of the big things that could change the e-commerce game.

1. The Fight Against Showrooming:

This March, a specialty food store in Brisbane, Australia gained international notoriety for posting a sign in their store announcing that visitors would be charged a five-dollar fee for browsing without buying. Why? To combat showrooming, the practice of looking at products in-store to then purchase for less online. According to Adweek, 60 percent of consumers are intentionally showrooming and less than ten percent of consumers are buying from the same website as the store they are using to showroom. For digital natives (i.e. Millennials) that number drops to less than five percent. The browsing fee plan of the Australian store may have been misguided (charging people to browse your goods is not a permanent solution to the problem if you want to keep people coming to your store), but the fact remains that big-box and small business retailers alike are trying to combat showrooming. Best Buy says that the practice is “now dead to [them]’ thanks to year-round price matching policies, a method which Target has also adopted. Brick and mortar isn’t going anywhere, but it is certainly going to have to adapt to a world where buying online is starting to make more sense to many buyers. Which brings us to…

2. A Mobile App Revolution:
More and more of e-commerce will be going mobile. A recent study from comScore also found that 86 million Americans are using their smartphones to shop…

 
 

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Millennial News Feed

Quote of the Day: “My favorite app is Airbnb because I like to travel on a budget.” –Female, 22, NY

Traditional entertainment brands have been tapping into online talent at an increasing rate, and Nickelodeon took advantage of the recent VidCon digital celebrity event to scout for new talent. The network, which is “exploring distributing content from online video creators via its digital brands” held a casting call at the event to find creative among the hundreds of assembled vloggers. Google says that YouTube reaches more people in the U.S. than any cable network among 18-49-year-olds. (Business Insider)

For the first time in years, and after a prolonged period of increasing obesity, American kids (and adults) are finally eating less. The number of calories that the average child in the U.S. takes in each day has fallen by 9%, and a cutback in soda drinking is a major reason behind the drop. The amount of full calorie soda the average American drinks has dropped a full 25% since the ‘90s. Obesity rates have also been reversing for younger children, “suggesting the calorie reductions are making a difference.” (NYTimes)

Going to a Millennial wedding? Bring cash, not a toaster. The generation is reportedly eschewing traditional gifts to instead request “cold, hard cash” for their nuptials. Couples are using their wedding funds for things like fun honeymoons they wouldn’t be able to afford themselves, or to start a house down payment savings. The fact that more Millennials live together before marriage and are very likely to have all the household goods they might need is a big reason behind the trend of tossing gravy boats and dishes in favor of financial gifts. (Refinery 29NYTimes)

MTV is tackling some current debates in the Millennial generation by creating content on the subject of racial bias. The generation has idealized color-blindness, but is maturing to find the approach doesn’t solve racial issues. MTV’s documentary special White People asked young white people across the country to look at their privilege and education, and the network has also launched a digital anti-bias campaign featuring content like a “Bias Cleanse” and a “snap judgment quiz.” (USA Today)

Watch out Uber, another car sharing platform is amping up their creative marketing. Taxi app Gett has partnered with Veuve Clicquot to create a champagne on-demand campaign that delivers bottles of chilled bubbly, along with two flutes, around London within 10 minutes. Gett’s marketing in the UK is a “bid to snatch market share from Uber” and the app is clearly borrowing from their competitor’s “everything on-demand” promotional strategy. (Marketing Magazine)

Quote of the Day: “I unplugged because I just wanted some me time- also wanted to see if i would be able to do it.” –Female, 32, NC

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