With retail being one of the most competitive verticals in the UK performance channel, content publishers must continue to innovate if they are to remain successful in an ever-growing sector.
Affiliate networks deal with hundreds of new publishers on a daily basis, all with their own unique propositions, however there are three main innovations that we as seeing more and more.
1. Universal shopping carts
As online space amongst fashion aggregators or ‘search’ apps is becoming increasingly crowded, we are beginning to see publishers introduce universal shopping cart technology in order to differentiate themselves from the competition.
Ultimately, universal shopping carts allow customers to browse products on a content site, save products from multiple brands and purchase these items all in one transaction. From a technical point of view this is a tall order but if publishers can pull this off successfully, they have the opportunity to become a shopper’s go-to destination and in theory, reduce the risk of basket abandonment. However, one of the main set-backs with universal shopping carts through the performance marketing channel is the complexity of tracking abilities.
Consumers are becoming more accustomed to new ways of shopping, and with technologies such as universal shopping carts, it is becoming even easier for fashion brands to reach consumers directly.
2. Tinder-Style Apps
This card-based swiping interface has taken the app-development world by storm. Now, you can not only find a date by swiping left and right, you can also find music, jobs and apparel.
Consumers have become impulsive and impatient when it comes to shopping, and with around 40% of online sales now coming from either mobile or tablets, publishers are innovating their offerings to ensure consumers can enjoy a seamless buying experience on the go.
Swiping as a means of browsing has now become ubiquitous and as always, the early adopters are claiming the space, and reaping the benefits.
3. Image recognition:
Image recognition is the latest phase of disruptive technology being adapted by fashion publishers and is set to re-shape the fashion industry in a big way.
This technology has been around for years and in a world where consumer buying behaviour is becoming increasingly complex, its introduction into the fashion sector brings a more personal, simplified shopping experience.
Although there are numerous publishers now offering this service, technical glitches are still occurring and we are yet to see one main player in the market claiming 100% success rate.
Innovations like these are more often than not met with scepticism and reluctance at first, but with ecommerce continuing to grow year on year, publishers must continue to change with consumer behavior in order to survive within a fast paced sector.