10 startups sélectionnées par Havas Startup Accelerator pour la saison 2022-2023

L’accélérateur du groupe Havas a dévoilé les dix startups qui bénéficieront de 4 à 9 mois d’incubation au cœur de Station F, afin d’initier un projet pilote sur la base de problématiques relevées en agences Havas ou chez leurs clients.

source: 10 startups sélectionnées par Havas Startup Accelerator pour la saison 2022-2023 (maddyness.com)

Dix nouvelles startups spécialisées e-commerce, retail, média, Data et Web3 viennent de rejoindre l’Havas Startup Accelerator au sein de Station F. Sélectionnées à des fins spécifiques d’Open Innovation pour les agences du groupe, ces jeunes pépites de la Tech répondent à des problématiques concrètes. « Chez Havas, chaque agence a ses propres départements internes d’innovation, mais le groupe a considéré qu’il fallait aller plus loin », détaille Stéphane Gorre pour Maddyness, Président fondateur d’AGENCE79 et CIO Havas Startup Accelerator

« En tant qu’agences, créa ou média, nous développons des produits adaptés à chaque client ou annonceur. La difficulté est qu’on ne peut pas développer un seul produit et avoir une expertise unique puisqu’il faut aujourd’hui etre expert de tous les leviers de communication, qui évoluent à une vitesse folle « . Pour illustrer ses propos, Stéphane Gorre évoque le Web3. Le groupe Havas compte plusieurs entités qui travaillent sur le sujet mais moins rapidement que des entreprises spécialisées, avec une réelle avance technologique.

« On fait très bien notre métier de base mais sur certains sujets, on ira plus vite en se faisant accompagner »

L’Havas Startup Accelerator a été créé en 2017 pour répondre à cette demande d’innovation. Plus de 32 startups ont depuis bénéficié du mentoring et de l’expertise du groupe de communication, dans l’idée d’un partenariat gagnant-gagnant.

Entre appels d’offres et formation métiers, le programme de l’accélérateur

L’accélérateur propose un programme personnalisé pour réunir startups, entités et marques du groupe Havas avec des séances de coaching à la demande en fonction des problématiques business (adéquation produit-marché, communication sur les réseaux sociaux, rebranding, positionnement, création de partenariats, etc.). « Havas apporte son réseau mais aussi un soutien de formation sur des sujets souvent oubliés lorsqu’on lance une entreprise, comme la compliance, la RGPD, le harcèlement », poursuit Stéphane Gorre.

En échange, le groupe demande aux startups de les aider à répondre à leurs besoins clients, via un produit clé en main ou en réponse à un appel d’offres. Les startups peuvent ainsi roder leurs discours, identifier le type d’entreprises cibles et se mettre en relation avec de potentiels futurs clients.

« Nous avons sélectionné des startups qui apportaient des solutions concrètes à des problématiques data, contenus, communautés, retail et médias pour répondre au plus près des attentes du marché et des annonceurs. L’innovation demeure primordiale mais la capacité d’exécution est au cœur de nos préoccupations », affirme Weilin HO, directeur de Havas Startup Accelerator.

Après un tour de table dans la quarantaine d’agences du groupe, l’équipe du HSA a identifié les grandes problématiques créatives, éditoriales, événementielles, médias ou publicitaires sur lesquelles s’est basée la sélection 2022-2023.

AchilleAdCreative.aiADDSIDEadn.ai/Talk3AlloReviewButterfl.aiOllangShop My InfluenceWearisma et 3Shop s’apprêtent donc à rejoindre les rangs de l’HSA à Station F.

La culture entrepreneuriale chez Havas

Stéphane Gore, CIO de l’accélérateur, est aussi le fondateur d’AGENCE79, l’agence digitale du groupe Havas. Il incarne la vision Havas de l’Open Innovation auprès des startups et maintient un lien fort entre les deux entités. « Nos experts, qui travaillent majoritairement pour des grands comptes, sont ravis de venir aider nos startups le temps d’une journée ou demi journée, sur la base de problématiques concrètes ».

Un partenariat qui va dans les deux sens, comme pour la nouvelle recrue Adcreative.ai, une startup qui propose de générer automatiquement des créations publicitaires grâce à l’IA. « Normalement, les agences devraient s’en méfier. Mais cette startup démocratise la création publicitaire : elle répond au problème des petits et moyens annonceurs, voire des commerces, qui ont besoin d’une campagne digitale ». La solution a également permis à l’AGENCE79 de développer un nouveau savoir-faire en mixant l’outil avec les équipes de campagnes adwords. La technologie a pu servir d’autres métiers, ce que son fondateur n’avait pas identifié jusqu’alors.

Le prochain appel à candidatures Havas Startup Accelerator aura lieu en mai-juin 2023.

83% of Europeans will continue to watch Fifa World Cup 2022 even if their national team is eliminated (Source: Consumer Science & Analytic) – What about Belgians ?

Developed in partnership with Consumer Science & Analytics, the survey was carried out in France, United Kingdom, Germany, Poland, and Spain. The findings revealed that, while there were some differences in views across markets, mostly due to cultural factors, the passion for the game and the desire to connect with loved ones were common threads.

  • 61% intend to follow the 2022 competition. This is mostly because they are football fans, as 83% will continue to watch it even if their national team is eliminated
  • For almost 1 in 3 respondents, watching football on television is a time to share with loved ones and 86% of Europeans say that they will view games at home on their TVs
  • If watching the matches on a TV is not possible, 60 % will consider watching it on a mobile device
  • 8 % intend to buy a new TV for this specific occasion

EUROPEANS CONTINUE TO FOLLOW MAJOR FOOTBALL EVENTS, FUELLED BY THEIR PASSION

As revealed by the survey, interrogated Europeans have a strong interest in football, with 7 out of 10 saying that they usually follow international competitions, and 15% even declaring that they watch all matches.   With 61% of Europeans intending to follow the 2022 event, it’s clear that football remains a priority. The most mobilized fans seem to reside in Poland (73%), Spain (71%) and United Kingdom (68%).

Among the main motivations for watching includes the desire to support their national team (50%), as well as passion for the sport (35%). And almost a fifth of respondents (18%) will follow the games because they are fans of some of the selected football stars.

Also, and more notably, a large majority (83%) would continue to follow the game even if their national team is eliminated, a sentiment that is most reflected in Poland (88%). On the other hand, German (19%) and French (17%) respondents are more likely to lose interest if their team is disqualified than those in other countries.

When it comes to predictions, those surveyed in Spain are the most confident in their team’s abilities, with over half (51%) rating their chances of winning the trophy as 7 or more (on a scale of 1 to 10). On the contrary, most British (73%), French (66%), German (66%) and Polish (61%) respondents seem less confident and ranked their chances of winning the trophy between 0 and 6 (out of 10).

SHARED PASSION FOR THE SPORT REMAINS A KEY ELEMENT OF WATCHING FOOTBALL EVENTS …

A large majority of Europeans (85%) intend to watch the competition with someone else, such as with a partner (43%), family members (40%) or friends (39%). This desire to be close to those that share a passion for the sport is reflected in the fact that 86% of Europeans will watch the 2022 matches at home on their TVs.

But the findings did show some cultural differences. British (30%) and Spanish (28%) respondents will opt to watch in a bar or pub if they are not viewing the games at home, while the German (35%) and French citizens surveyed (34%) will watch it at friend’s house on TV.

Also, and notably, French respondents appeared more invested in the details and outcomes of games, as 35 % intend to watch at home alone.

… WHILE MAKING SURE TO NEVER MISS ANY OF IT

As missing parts of a match, from kick-off to final whistle, is not an option for many, 60 % of those surveyed will consider watching the games on a mobile device if they lack access to a TV.

In France (51%) and Britain (50%), people will prioritize the use of smartphones, in Poland (50%) and Spain (42%), people will opt to use computers, while 38% of those in Germany will watch on their tablets.

EXPERIENCE THE COMPETITION TO THE FULLEST

The international football event, which is set to begin soon, may also act as a driver for consumers to purchase new tech to ensure that they can fully enjoy the games. 8% of Europeans included in the scope of the study collectively shared this view, while this number was slightly higher among those in Spain (10%). Although most of the respondents interested in investing in new products are seeking bigger screens and better image quality (48% of the Europeans surveyed), those in France were more concerned about the design of the technology (41% vs 32% for the European average), while the Spanish prioritized connectivity and smart functions (42% vs 32% for the European average).

Methodology : This study was carried out in France, the United Kingdom, Germany, Spain and Poland, with nationally representative samples of 1,005 individuals in each market. A quota was applied to the following variables: gender, age, professional activity, and region of residence. And the overall results were adjusted to reflect the overall population in each country. The study was conducted online, through an international panel, from October 20th – October 26th, 2022.

L’UMA Get Together à Brussels Expo

L'UMA Get Together à Brussels Expo

C’est ce 1er décembre que l’association des agences médias organisera son traditionnel “Get Together” à l’Auditorium 500 de Brussels Expo. Programmé dès 13h et placé sous la devise #tousensemble, l’événement de l’UMA portera sur la DE&I et la durabilité, en collaboration avec Pub et MM Blue respectivement. Ce sera aussi l’occasion de présenter plus en détail la coalition CommToZero dont l’UMA est évidemment partie prenante, et de dévoiler les lauréats du prix YMCE Data Driven 2022.

Le tout se terminera par la diffusion du match couperet Croatie-Belgique dans le cadre de la World Cup… De quoi mettre tout le monde de bonne humeur, ou pas. Inscriptions ici.
 

IRL to URL: How digital out-of-home powers more effective omnichannel campaigns

Dominic Dunne, commercial lead at Clear Channel, which runs programmatic out-of-home buying platform, LaunchPAD, outlines what ecommerce marketers need to know about this fast-growing channel.

By Dominic Dunne  November 23rd 2022

Short-term sales activations can be a crutch – great at boosting revenue but a quick fix that only papers over the cracks in longer-term brand strategy.

As Shopify puts it in its Future of eCommerce report, “Brands that haven’t developed familiarity and trust with consumers will become more entrenched in a direct-marketing battle to offer customers the lowest price”.

And with over 80% of shoppers going online and in-store, it will soon become even more important to influence those consumers at every touchpoint in a cookie-less future world.

So, to take a considered approach to ‘the long and the short of it’, ecommerce and digital marketers should get to know the relative merits of all of the new advertising opportunities available to them, one of which is digital out-of-home (DOOH).

At Clear Channel, there are now more than 1 billion impressions available programmatically on DOOH. Kantar’s Media Reaction 2022 report showed both consumers and marketers alike placing DOOH ads in the top 5 ranking media channels for positivity, preference and ad equity meaning a stronger receptivity to the channel.

In this article, we’ll look at the why, how and what ecommerce marketers need to know about programmatic out-of-home (prOOH). From the new real-world opportunity available to digital buyers and what the cookie-less future looks means for priming your audience, to how marketers choosing prOOH today are stealing a march on planning more effective, omnichannel campaigns.

Why DOOH? A real-world experience with a priming effect on online ads

To drive growth, it’s essential to be present wherever and whenever your consumers are. DOOH can provide a bridge between real-world and online retail experiences. In fact, more than half of consumers surveyed as part of Clear Channel’s IRL to URL study say they feel more connected to online brands that they can also see in the real world.

Out-of-home offers brand-safe environments with large audience volumes seen in public spaces, many in proximity to large retail centres, with premium location-based context compared with online content. This is in contrast to digital media, where brand safety is a continuing issue and, at best, affects the visibility of your ad.

Whilst the pandemic has hugely evolved the ecommerce landscape, consumer trust remains significantly lower for online platforms when compared to in-store experiences, with shoppers saying they are 30% less likely to trust an online purchase. A real-world presence in a public channel is a foundational block for brand recognition and connection. The benefit for marketers being that consumers are twice as likely to return to familiar brands than try something new, as well as being willing to spend more on brands they recognise.

Industry research from JCDecaux has evidenced a positive synergy between digital and out-of-home strategies. The priming effect of outdoor shows an impressive 36% increase in attention paid to online ads when primed using OOH, alongside a 67% increase in cookie-less click-throughs when an online campaign is supported by outdoor. A further study, Sightline’s DOOH Difference 2022, notes that DOOH encourages 66% more people to search online, and 50% of people to make online purchases.

There is plenty of evidence pointing to the effectiveness of planning and pairing online and offline media channels together.

out-of-home ad for hydrow on a clear channel board
Digital out-of-home ad for D2C rowing machine brand Hydrow. Image: Clear Channel

How ‘DOOH’ you do?’ Adoption is growing rapidly

The growing opportunity to activate DOOH as part of programmatic campaigns has coincided with a rise in confidence amongst digital marketers using it.

In 2022, Clear Channel’s DOOH impressions have doubled, to over 1bn, and the brand count of advertisers buying programmatically has grown more than 100, from existing out-of-home spenders complementing digital plans at key brand moments, to new digital-native brands dipping their toes into DOOH for the first time.

Marketers are recognising the benefits of adding DOOH alongside their existing digital capabilities. The DOOH Difference report quoted 66% of omni-digital decision-makers activating DOOH campaigns as part of their advertising within the last 18 months.

So how are these marketers using DOOH?

Learn more about Clear Channel’s pan-European programmatic buying platform, LaunchPAD.

What to ‘DOOH’? Test & learn. Test. And learn.

Within every good marketing strategy there should be an element of test and learn, providing regular opportunity for continuous development and improvement. In a world with ongoing macro environment challenges, advertisers are focused on reaching the right customers in the most relevant environments to hit their objectives.

With DOOH proven to enhance the effectiveness of other channels, it’s good to know how and why marketers are using it. According to Sightline, marketers using DOOH do so for three primary purposes:

  • 35% use DOOH to complement a digital plan, including footwear brand UGG, which used the power of OOH and mobile to help amplify a new clothing line across urban hubs and shopping malls. The real-time capabilities of programmatic buying meant the brand were able to optimise the campaign to higher footfall times of day as well screens indexing higher against the UGG target audience, resulting in upticks to both awareness and consideration.
  • 42% are contextually targeting audiences – such as Aperol, which targeted high-footfall locations, choosing only to activate their advertising when there were perfect cocktail conditions and a high likelihood to influence drink choice – warm, sunny weather above 19°, Thursday to Sunday, 1pm – 8pm. The campaign was built on insight that warmer weather influences behaviour and purchase choice.
  • 44% are activating location-based targeting, including rowing machine brand Hydrow, which targeted major UK cities, frequent users of Tier 1 gyms, strategic points of interest and locations with a higher concentrated index of their target upper-middle-income audience. A brand lift study of the campaign demonstrated impressive increases in brand awareness and purchase intent.

Whilst I know you’ll now be rushing to add DOOH to your digital plans, as with all cases of ‘test and learn’, the vital thing to remember is to be crystal clear on the test objectives, and to build hypotheses from solid campaign foundations. Don’t trial everything at once. But the exciting developments within the space mean it’s easier than ever to activate and run those tests with a new channel, with the same level of flexibility, in-flight optimisation, frictionless buying and audience segmentation as your existing ones. There are lots of partners operating within the prOOH space to help you get started, answer questions and educate on the benefits.

Diederick Ubels, CEO and Co-founder, Sage + Archer, commented, “We’ve seen brands unlocking budgets to trial DOOH campaigns as part of their overall digital strategy. From localised store-support to drive footfall, to targeting shoppers at key brand moments, throughout 2022 we’ve seen more marketers successfully hitting their business objectives with an intergrated, omnichannel approach. Through simplified, brand-safe planning and execution, our conversations are pointing to a significant growth year for programmatic Out of Home.”

Cercil – Blind Models Strike a Pose in This Campaign for Better Disability Inclusion

(Havas Peru)

Cercil, the rehabilitation centre for the blind in Lima, together with Havas Group Peru present an innovative campaign to collaborate with the labour insertion of blind people: “Models who make themselves seen”

Only 23% of visually impaired Peruvians can find work; that is why Cercil and Havas Group Peru joined forces and created a space in which they themselves can be more visible, transforming them into real advertising models.

“Models who make themselves seen” consists of a book in which blind people themselves are the protagonists. In it, they can be seen posing and parading with different models of sunglasses because who else than them models sunglasses in advertising campaigns, if they have been wearing them for a lifetime?

“Advertising has a great power to transform and reach; supporting minorities is one of the most powerful actions we can do. In this opportunity and thanks to Cercil’s trust, we were able to bring job opportunities to blind Peruvians from the Cercil centre. We managed to get big brands to consider them for their campaigns, doing something that comes naturally to them, wearing sunglasses”. Explains Mauricio Fernandez Maldonado, Chief Creative Officer of Havas Group Peru.

In a short time, brands such as Hyundai, Claro, GrandVision, and Scotiabank have already consulted for the campaign models and expect to add many more participations.

This professional campaign titled ‘Models who make themselves seen’ was published in Peru in November, 2022. It was created for the brand: Cercil, by ad agency: Havas Group Peru. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 10 days ago.

Credits

Agency: Havas Group Peru
CCO: Mauricio Fernández Maldonado
Copywriter: Juan Carlos Gallardo
Producer: Diego Nole

Havas Deploys Attention Metric Globally, First Phase Of New ‘Meaningful Media Planner’ (source: Mediapost.com)

by Joe Mandese  @mp_joemandese

As part of a broader push to develop more “meaningful” metrics and KPIs for planning and buying media, Havas Media Group has integrated new forms of “attention data” into its network-wide system for planning digital media overall, as well as social media explicitly.

While many big media agencies have been developing and adopting various forms of attention data in similar ways, Havas asserts it is the first to do so on a “global scale.”

Source: https://www.mediapost.com/publications/article/379895/havas-deploys-attention-metric-globally-first-pha.html

The attention data being used by Havas comes from Lumen, which maintains continuous eye-tracking panels in the U.S. and U.K., and periodically sets them up in other key markets to benchmark them and adjust a global index of the attention people pay to various ad formats and media channels.

The Lumen data currently scores and ranks attention for more than 9,000 of the top digital domains based on the average consumer attention paid at an explicit ad format level.

As part of today’s announcement, Havas said it also is utilizing Lumen’s data to measure, plan and buy attention-based metrics for social media platforms in a new tool it dubs the Meaningful Social Matrix, which enables planners to index the average attentive seconds/impressions by platform for specific advertising formats.

Both the domain-level and social platform data are being incorporated into a new planning system Havas calls the “Meaningful Media Planner,” which is an allusion to the holding company’s long history and deep investment in researching and developing data and insights to understand what makes brands – as well as the advertising they use and the media they buy – more meaningful to consumers.

While Havas’ long-running Meaningful Brands studies look at a variety of factors driving meaningfulness, HMG Global Managing Director of Mx Development Jon Waite tells MediaPost the attention metrics are being used as a first-level proxy for meaningful media plans, because it is confident the data is stable and robust enough to be deployed and operationalized globally throughout its media planning systems.

As a practical application, Waite says Havas has been A/B testing parallel campaigns using standard media buys and ones adjusted using the attention metrics, and that the results so far demonstrate considerable improvements in both cos and effectiveness based on various client KPIs, or key performance indicators used to measure the impact of their campaigns.

Waite says Havas currently has about eight client campaigns running as part of the deployment, and plans to use them as case studies it will make public near the end of the first quarter of 2023.

With so many agencies testing and deploying various forms of attention metrics, including Adelaide and Realeyes in the U.S., Waite acknowledges there may be broader industry need to began establishing some form of industry standards for what an attention metric actually is.

While the digital and social media attention metrics are the first to be operationalized globally in Havas’ Meaningful Media Planner systems, Waite notes Havas continues to develop other forms of meaningful media metrics that its planners and clients are utilizing “manually,” including ones it presented at the Cannes Lions Festival earlier this year based on the carbon impact of media, adjusting for publishing content deemed misinformation, weighting for content deemed authentic journalism, and other factors like brand safety/suitability and the welfare of children.

He says the long-term goal is to continue developing other meaningful media metrics and eventually get them stable and representative enough to be incorporated into Havas media planning systems alongside the attention metrics.

Ultimately, he says it’s up to each client and their planning teams to decide what data to utilize and how much weight to apply to them in their plans, but that the first step is to make them operational at scale.

“The goal was to make it actionable and to get this data in the hands of all the planners in order to make it actionable for clients,” he says.

Havas Media Group Becomes First Agency Network to Implement Lumen’s Attention Data into Planning Tools on a Global Scale

Havas Media Group (HMG) furthers its industry-leading attention capabilities with the expansion of Converged – the agency network’s proprietary global identity-based audience planning platform – with two bespoke tools that harness the power of attention to deliver meaningful media experiences. HMG is the first agency network to implement attention data into planning tools on a global scale, thanks to its partnership with Lumen; with its new tools enabling investment in attentive, sustainable, and economic media exposures.

HMG’s new Meaningful Media Planner (MMP) harnesses attention data from Lumen’s continuous eye-tracking panels to rank and score over 9,000 domains at a format level for the average attention they are likely to deliver. This data is used in conjunction with vetting of domain safety from SSP partners, DSP data, and Havas’ proprietary domain categorisation algorithm to create a comprehensive assessment of media placements on metrics such as viewability, attentive seconds, and view rate in relation to domain, device, media type, and format. This wealth of data allows planners to best direct investment against the specific KPIs of a client’s campaign.

The news follows Lumen Research’s announcement that it is to combine forces with Avocet to drive a new category in attention. FirstPartyCapital is leading a £3M funding round to drive further technological innovation and expansion innovation across the US and Europe – cementing Lumen as the industry’s leading attention-measurement platform capable of realising omnichannel measurement in a post-cookie landscape.

Complimenting HMG’s MMP is the Meaningful Social Matrix (MSM) – a proprietary tool that measures social ad placements by their attention in relation to cost and brand suitability. MSM draws upon proprietary platform and ad placement level attention data from Lumen, campaign performance KPIs aggregated from historical Havas owned data, and brand suitability scoring based on the Conscious Advertising Network’s manifesto to give planners a detailed view of the social ecosystem and create a social campaign that is optimal for their clients.

“Attention optimisation is a rare ‘win win’– consumers are delivered content that connects them to the causes and people they care most about, while brands have the opportunity to deliver their message more economically and sustainably,” said Jon Waite, global managing director, Mx Development. “With MMP and MSM we’re bringing attention metrics into the planning phase, allowing marketers to make more strategic, informed decisions in selecting media sources that will deliver valued and trusted media experiences.”

HMG’s commitment to attention has complimented the agency’s efforts to improve sustainability and media investment ROI by reducing tech fees and intermediaries within the supply path, increasing working media, and better supporting content owners. In tests across core markets, MMP curation and HMG’s supply path optimisation were able to achieve 70-80% of every dollar spent ending with the publisher, as compared to 50-60% when buying on the open market. 

MMP and MSM are under continuous development to offer planners new metrics and insights into media effectiveness. In Q4 of 2022, HMG will unveil a new version of these tools that allow direct sustainability assessment by incorporating data from Scope3 to score placements by their carbon emissions.

Lumen

Lumen is the leading attention technology compnay. We use eye tracking data to build powerful predictive models of attention that can be used to plan, buy and report on digital media. Our creative testing tools allow brands to optimise their creative…

The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) Brands- a concrete state of play for marketers –

The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.

Omni-Channel, UGC and Live Video Will Drive Online Retail Revenue in 2023

According to Emplifi, online retail brands will need to adopt a combined omni-channel, UGC and live video strategy to thrive through economic uncertainties in the coming year

November 16, 2022 09:30 AM Eastern Standard Time
NEW YORK–(BUSINESS WIRE)–Emplifi, a leading unified customer experience platform, today released its predictions for the top retail trends in 2023. According to Emplifi, omni-channel approaches, user generated content (UGC) and live video will be integral to online retail success next year. Because consumers currently have unlimited options when buying online, and customer expectations are at an all-time high, retail brands will need to meet consumers where they are and provide a customer experience that exceeds customer expectations to outperform the competition. The combination of an omni-channel approach, UGC and live video addresses the primary challenges retail brands will face in the coming year.

“With looming economic uncertainties in the coming year, online retailers will need to reconsider current customer experience strategies and fully embrace a more diverse marketing approach to outperform the competition”

According to the National Retail Foundation (NRF), consumer confidence is down and consumer spending’s rate of growth has slowed. Though not as striking as the double digit growth retailers experienced for the bulk of last year, year-over-year increases in sales have been strong.

On the upside, the Blue Chip Economic Indicators panel of forecasters predicts the economy will improve, but at a slow pace (0.6%) in 2023. Last year, global online retail sales surpassed $5 trillion dollars – that number is expected to grow by 56% over the next four years, reaching more than $8 trillion dollars in 2026.

These economic forecasts make clear online shopping will continue to drive major revenue gains for online retailers, but brands still must be strategic if they hope to capture the lion’s share of online retail spending in the coming months. An omni-channel strategy that expertly leverages UGC and live video will be imperative for brands to gain a competitive edge.

Retail trend #1: An omni-channel approach

The customer journey is far from linear – consumers jump from one channel to another throughout their day and expect a consistent brand experience along the way. An omni-channel approach ensures a consistent brand experience while creating multiple opportunities for consumers to connect with an online retailer.

Retail trend #2: User generated content

Research shows that consumers crave a more authentic experience online and trust other customers more than they trust ads, making UGC a crucial component of a successful online strategy. Ninety percent of consumers claim UGC holds more influence over their buying decision than other marketing and sales content.

“With looming economic uncertainties in the coming year, online retailers will need to reconsider current customer experience strategies and fully embrace a more diverse marketing approach to outperform the competition,” said Zarnaz Arlia, Emplifi CMO. “The goal is to give customers the best possible experience each and every time they engage with a brand. A comprehensive omni-channel strategy enables brands to create more opportunities for consumers to discover and buy their products. Integrating UGC and live video into the customer journey at critical touchpoints, optimizes the customer experience and helps build long term customer relationships.”

Retail trend #3: Live video

Live video is still catching on in the U.S., but it will grow in popularity as consumers seek more personalized experiences online. Last year, eMarketer reported that live video shopping in China drove $300 billion in sales in 2021 and is expected to deliver nearly $480 billion by the end of this year.

Live video gives brands the power to add a personal touch with one-to-one and one-to-many selling tactics. It is also an effective method to provide shopping advice and support along the customer journey. As has been demonstrated by electronics retailer, Curry’s.

“As the UK’s largest tech retailer, our mission is to help customers enjoy amazing technology. This means not only helping our customers choose shiny new kit, but also making sure they get the most out of it. We know that our customers find new tech exciting but also often confusing and need help when things don’t go to plan,” said Gillian Geraghty, Ecommerce and Omnichannel Director.

As a leading customer experience platform, Emplifi actively monitors and collects millions of data points tracking brand engagement across social platforms, including Facebook, Instagram, Twitter, and TikTok. Its index of social media performance analytics, in combination with its team of data scientists, enables it to accurately predict which online retail trends will drive revenue based on critical KPIs. Earlier this month, Emplifi made its CX Index Benchmark Study available to all brands to help them better understand their social media marketing and social customer care efforts.

About Emplifi

Emplifi is the leading unified customer experience (CX) platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,800 brands, including Delta Air Lines, Ford Motor Company, and McDonald’s, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit http://www.emplifi.io.