Category
Business
Assisted Conversion
Trend cluster
Category
Retail
Targeting
Brands create niche platforms catering to specific consumers.
3.4
Trend score
Trend
What is the Retail Targeting trend?
Retail Targeting: In order to better engage with online consumers, brands are creating hyper-specific filtration tools that ensure consumers feel supported and find what they need. These platform rage from vegan filtration tools to AI visual search tools.
Insight
The consumer insight behind the Retail Targeting trend
Now that much of the shopping experience has shifted online, many consumers' expectations for those online experiences (and technology in general) have risen dramatically. This, ironically, pertains to how "humanized" those technological experiences are as well, thanks to increased use of AI and deep machine learning to help digital tools better understand who they're servicing.
Trend themes
Themes within the Retail Targeting trend
Three behaviours holding the trend together01
Online Retail Filtering
Brands are creating hyper-specific filtration tools to provide tailor-made shopping experiences, with sites like Reworn.co exemplifying the trend by offering filters by size, gender, brand, and animal products, and Syte offering AI visual search tools to enable customers to browse visually instead of searching by keywords.
02
Retail Discovery Platforms
Platforms like Modvisor cater to consumers seeking personalized suggestions based on their preferences by offering insights to more than 1,600 fashion brands and stores.
03
Online Vegan Filters
Tools like Xarista's 'The Vegan Filter' are emerging to assist vegan and transitioning vegan shoppers to navigate online retailers, thereby providing an opportunity for businesses to produce and market more vegan and cruelty-free products.
Industry implications
What the Retail Targeting trend means for industry
Where the trend changes the playbookFor
E-commerce
The shift to e-commerce has raised consumers' expectations for humanized technological experiences, creating opportunities to design and promote hyper-specific filtration tools to cater to consumer demands.
For
Fashion and Retail
Platforms like Reworn.co and Modvisor are transforming the fashion and retail industries by offering personalized shopping experiences and discovery tools to customers.
For
Vegan and Cruelty-free Products
The rise of vegan filtering tools and platforms like The Vegan Filter represent a growing market for cruelty-free and vegan products, reflecting a wider trend towards ethical consumerism.
Workshop question
How can you leverage technology to connect with your consumers that still feels very personalized and nurturing?
Trend signals
Trend signals for Retail Targeting
Trend score 3.4 out of 10, from popularity 58%, activity 37%, freshness 8%.
Popularity58%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Retail Targeting trend
4 featured examples from May 30, 2018 to Jul 16, 2019CategoryFashion
Second-Hand Clothing Marketplaces
Reworn.co Offers Used and Vintage Clothing
The emergence of platforms like Reworn.co highlights the potential for growth and innovation in the e-commerce industry, specifically within the niche of second-hand fashion.
CategoryBusiness
Retail Discovery Platforms
'Modvisor' Pinpoints Stores and Brands Similar to Ones Consumers Love
Fashion retailers can use retail discovery platforms like Modvisor to increase customer engagement and loyalty, and to reach out to new customer segments.
CategoryEco
Online Vegan Filters
Xarista's 'The Vegan Filter' Only Displays Vegan Options on Retail Websites
The Vegan Filter add-on presents an opportunity for e-commerce platforms to explore niche markets by creating specialized platforms that cater to specific dietary preferences.
CategoryBusiness
AI Visual Search Tools
Syte's VSN Lets Consumers Browse by Showing Versus Telling
E-commerce platforms can utilize visual search tools to enhance the browsing experience for customers, improving product discoverability and driving sales.
