How content, user-driven innovation and 3D printing are transforming online retail

Personalization was warming up yesterday, is hot today and will be on fire tomorrow. It’s slowly taken its position on the mainstream stage, but for many marketers the intrigue belies the results.

The modern consumer expects a seamless, personalized shopping experience across all channels and devices. In order to keep up, companies need to look to the future to make the right decisions today. It’s hard to say exactly what trends are going to stick around for the long haul and really play integral roles in how ecommerce companies do business, but that doesn’t mean they should be ignored.

We have highlighted a few that we believe have the real ability to create disruption in an industry that is already changing every day.

Customize it with 3D printing:

The 3D printing machine at Shapeways that prints out objects in one go.

3D printing has been on the tips of everyone’s tongues for some time now, but like any technology in infancy, it is still unclear how it will really affect the masses. While printing prosthetic robot arms and Star Wars miniatures is very cool, it’s not so groundbreaking that it is going to transform the way we shop online.

What will though are 3D printing companies like Shapeways that are creating endless possibilities for brands to personalize everything they do. Imagine going to your favorite retailer and having them create a custom fitted piece of clothing for you in real time?

“We’re seeing that people are able to reiterate their product in weeks rather than months or years. They can interact with consumers directly, enabling them to get the products exactly as the consumers want them,” Charlie Maddock, Director of Shapeways, shares. “Consumer’s feedback can therefore be taken into account so that consumers can come back for more. Think about how social media opened up the conversation between the consumer and brands. 3D printing takes that a step further. It allows both customers and businesses to get exactly what they want in the most efficient way possible. In the end, both will benefit.”

The days of just lamenting over product issues is nearing the end. In the not so distant future everyone will be part of developing products exactly how they want them, when they want them.

Engaging at all levels

Retailers need to open new channels of dialogue with customers, not chase them around the internet. While exposure is of course a great way to drive conversions, it’s not always helping the customer in a tangible way. So where do the benefits lie?

Companies like Monsoon are taking engagement to new levels on their ecommerce site, leveraging technology for a consistent, personalized experience across both devices and physical store locations worldwide. With simple things like showing a message alerting users to the fact that items were low in stock. While a seemingly small idea, consumers seeing inventory counts in real time can spur an urgency to purchase, or let them know they have time to take another look at their checkbook and come back later.

Content remains king

Videos, apps, games and editorial content have really carved out their space in retail, helping ecommerce sites to drive visits and keep shoppers coming back. Using all of this content to drive sales still has room to grow, and there are a slew of companies developing interactive platforms that are transforming content into massively powerful merchandising tools.

One company that is paving the way for change is Amplience, creating picture overlays to allow consumers to add items to shopping carts directly from lookbooks and product shots. Their platform provides incredible ways for retailers to develop interactive banners, online catalogs and lifestyle content apps that are all optimized for the new omnichannel world.

Turning the page

As e-commerce is becoming more specialized, retailers need to adopt a much more pragmatic and creative approach to how to shape their customer’s journeys. Personalizing both online and offline by tapping into all the cutting edge advantages at their fingertips bridge the multi-channel gap. The way consumers view, react and digest both the look and feel of their web experience is pushing marketers to take an active role in keeping a keen eye on what the future may bring.

To find out more about how content, user-driven innovation and 3D printing are transforming online retail visit Qubit’s Bright Sparks Event – Retail Redefined – on Thursday May 15th in New York City, featuring talks from leading retailers, commentators and digital experts.