In order to increase appeal to millennials, Victoria Secret's Pink Nation shopping app now doubles as a chat messaging app. In the app, public chats can be customized with different backgrounds and users have access to a wide range of branded emojis. To help the conversations flow, the app provides a number of suggested topics to get you chatting, such as holiday gifts or school. Much like Instagram, the app also has a variety of filters and stickers that can be applied to photos before sharing to a variety of social networks.
On top of showing off new offers and deals on a regular basis, the app will be used to unveil exclusive content to Pink Nation users on the annual Victoria's Secret fashion show.
Key Themes Behind This Trend
- Chat-based Shopping
- Combining chat features with shopping in one app is a disruptive innovation opportunity for e-commerce and retail industries.
- Branded Messaging Emojis
- Developing bespoke emojis and stickers for messaging apps is a disruptive innovation opportunity for the media and advertising industries.
- Personalization
- Offering personalization options for chats, backgrounds, and filters in messaging apps is a disruptive innovation opportunity for the software and mobile development industries.
Where This Applies
- E-commerce
- Integrating chat with shopping experiences can drive customer engagement and increase sales for e-commerce and retail companies.
- Media and Advertising
- Brand emojis and stickers can create new advertising opportunities and revenue streams for media and advertising companies.
- Software and Mobile Development
- Innovative personalization options can differentiate messaging apps and attract more app users for software and mobile development companies.
