From the NRF BIG Show: 8 Innovations in E-Commerce, Part 2
How the online shopping experience has changed since the birth of e-commerce was the focus of a lively session at the National Retail Federation’s BIG Show in New York City this week.
Kelly Mooney, president and chief experience officer at the digital marketing agency Resource Interactive; Bill Bass, president of Charming Direct; and Bob Myers, CEO of Sheplers, teamed up to discuss eight innovative concepts currently being deployed by retailers to help them increase marketing effectiveness, enhance customer experiences and harness social commerce.
In yesterday’s edition of The ROI Report, we featured the first four of the eight concepts, which included contributed merchandising, interactive shopping, on-site conversations and e-commerce everywhere. Here are the last four, along with Bass’ and Myers’ takes on them:
5. Virtual fitting room. Mooney discussed a relatively new shopping application called Fashionista, available at apparel retailer Tobi.com, which brings together augmented reality, motion capture and social networking to create a virtual fitting room where you can “try on” items — and hopefully do away with the disappointment of getting a dress, shirt or sweater that’s totally wrong. With just a few clicks of the mouse, Fashionista lets online shoppers get a sense of how they’d look in the clothes they’re browsing online, then allows users to share images of themselves with friends on Facebook to get feedback on fashion dos and don’ts.
Bass’ take: “I give it a thumbs down. It’s not ready for prime-time, and looks difficult for people to use.”
Myers’ take: “I agree that it’s clunky and doesn’t work for everybody and not ready for prime-time, but some folks will figure out how to make it better. And when they do, it will take off.”
6. QR Codes. These 2-D codes, which are becoming very popular in the retail space, can be read by smartphones with a camera. Mooney discussed a Ralph Lauren QR code application that allows mobile device users to scan a code from select magazines ads, store window displays, among other places, and be linked directly to Ralph Lauren’s site.