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Retail Insight | Opportunity

Dayoán Daumont

Consulting Partner, Innovation & Digital Transformation

OgilvyRED

Dayoan.Daumont@ogilvy.com

 

 

Contextual

commerce opens

a retail frontier

 

The biggest untapped opportunity for retailers is contextual commerce. Apps exist that enable relevant retail experiences to be created within online conversations. For example, I’m a woman shopper talking to a friend who’s sends a photo of an event she just attended. I like the outfit she’s wearing. I tap that outfit and visual recognition software identifies the outfit and provides a list of retailers where I can buy it. And while I’m still having the conversation with my friend, I purchase the outfit in my size and have it delivered. WeChat is at the forefront of this type of e-commerce and it’s just a question of who will become the leader in the rest of the world. Using machine learning, the app learns to anticipate my requests and then makes recommendations.