Inside Trends 2019: The rise of frictionless commerce

Inside Trends examines the five key trends affecting the digital marketing industry in 2019. We provide an insight on each trend from spokespeople across our agency globally.

In discussion with Kabeer Chaudhary, Managing Partner, APAC

Watch the full interview here

Connected products, enabled by intelligent technologies, allow retailers to deliver frictionless commerce experiences for consumers that are both transparent and seamless. We always had examples of intuitive user experiences in the physical world, however with the advent of the internet, the need and ability for simplification has amplified exponentially in the last decade. Simply put, it’s the ability to use customer data to create an intuitive personalized user experience from the product introduction phase until the last touchpoint of the customer journey.

It could be an item on ASOS waiting to be delivered to the doorstep at the mere tap of a button, or a credit card linked on your Netflix account that magically delivers thousands of hours of great content on a screen of your choice. The Apple pay logo at the supermarket checkout counter means customers don’t even need to open their wallet. All this, and a lot more, is the frictionless world that technology has created around us in the last decade or what we now happen to consider as normal.

With the abundance of content around, it’s now become a battle to capture the undivided attention of the consumer. A consumer that’s checking out your product is also thinking about the caption for his next selfie to get another hundred likes, while keeping an eye on the latest fight between the Kardashian sisters. The audience hasn’t changed, but their attention span has, drastically. The challenge for brands is not how to get the undivided attention of a consumer but how they can use the divided attention of a consumer swiftly and efficiently, at scale.

Marketing is all about telling a story, and brands are looking to personalize the story for every potential customer, based on their user behaviour. For the first time in history, the digital ecosystem provides us with the unique opportunity to customize the story for an individual, based on their digital footprint. This has been further enhanced by platforms like Facebook, which are heavy on user behaviour data, and the likes of Google search, which tap on the current intent of the users and so on. Marketers can further create personalized messaging for consumers by sending emails, push messages and through chat bots and retargeting ads. The good news is, it’s possible to pass data between such platforms to create customized curated conversations with customers, which brands can leverage to increase loyalty and LTV.

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