Trends in Online Retail: Shoppable Content and Curated Commerce

E-commerce continues to increase in its sophistication and reach.  strategy+business recently highlighted some new developments that include a four-part romantic comedy, Falling for You, launched by Target that enabled viewers to simultaneously purchase the clothes worn by characters in each scene.  And the introduction of “shoppable content” is jusecommercet the beginning:

Each episode became a virtual runway for Target’s collection, complete with social sharing tools to increase buzz. By seamlessly integrating content and advertising with an engaging experience, Target drove both traffic and commerce to its site. Shoppable content like Falling for You is just one example of how digital commerce is transforming the marketplace, specifically in the space where advertising and marketing meet retail. Growing sophistication in content, mobile integration, comparison shopping, and the use of reviews is creating new norms for key industry players.

You can read the full post here.  A little jargon-laden, but worth the slog.


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