With the proliferation of on-demand services redefining expectations of speed, there is a growing need among time-pressured consumers for a retail experience that is both efficient and convenient. In the near future, this will lead retail to move beyond omnichannel to become limitless. Consumers will expect everything, everywhere – from video content and social media to fitting room mirrors and virtual reality – to become directly shoppable.
The Shoppable Universe, a trend identified by the Foresight Factory, explores this idea, with the data showing that the use of Augmented Reality (AR) and Virtual Reality (VR) is likely to appeal to lottery players in particular. In 2016, 14 percent of global consumers used AR apps, in which their phone overlaid information on images of the real world, at least once a month. For global weekly lottery players, this rose to 22 percent, with weekly lottery players in the U.S. and China leading the way at 33 percent and 47 percent respectively. When it comes to VR, 53 percent of global consumers have used or are interested in using VR. This increases to 68 percent for weekly gamblers, including lottery players, and is particularly high in the U.S. (80 percent), South Korea (88 percent) and China, India and Indonesia (>90 percent).
With the use of technologies such as these, multiple frictionless opportunities for purchase will arise, and shopping will be seamlessly embedded into everyday routines. Spatial and time-based barriers will be reduced, or even eliminated, as all surfaces have the potential to be transformed into shoppable interfaces.
The home will also become a key retail space as smart devices make purchasing decisions for the consumer. Weekly gamblers in particular are likely to follow this trend: 59 percent globally are interested in a service that automatically buys and delivers basic household supplies – over 10 percent more than for all consumers. Weekly gamblers in India were significantly more likely to be interested in this (87 percent). Following from this, as incentives for consumers to seek out brands decreases, there will be an expectation from consumers for brands to go directly to them.
In April, Glamix, the personal fashion assistant, launched an Artificial Intelligence (AI)-driven visual search album that suggests clothes similar to those featured in photos. Users post their photos to Glamix through Facebook Messenger, and the personal assistant scans the photo and responds with similar items for the user to buy. Collaboration across platforms has already begun: Instagram fashion bloggers can install Glamix on their profiles to make all of their posts shoppable for their fans. This particular application is in fashion, but the combination of smart visual search, chatbot interface and social channels is a powerful and novel path-to-purchase. New tools like Google Lens, an AI-driven visual search app, will make this possible for users without them needing to download a third-party app like Glamix. While social-commerce and shoppable video will appeal to digitally dexterous younger consumers, this trend is one that extends beyond the online realm to all spaces, with stores remaining important.
Speedy and seamless ways to buy lottery products, whether via a social media feed or through shoppable interfaces in the home, will boost impulse buys during moments of boredom and constitute just one constellation of touchpoints within the expanding Shoppable Universe.
Source (VR) (auto-replenishment): FFonline Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February
Source (AR): FFonline Research | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2016 October