New paths in e-commerce: A guide for the future
In recent years, the advancement of web technologies has changed the way we use the Internet, process data, and interact with brands. Blockchain, digital collectibles and virtual worlds in particular offer a wide range of opportunities to make business models more innovative. For e-commerce companies, these technologies open up completely new ways to build a loyal customer community, collect valuable data, develop future products together with customers and strengthen customer loyalty in the long term. In this blog post, we'll show you how your company can also benefit from these technologies and how you can successfully get started.
Phase 0: Analysis of successful brand strategies
Before you get started, it's worth taking a look at what successful companies have already done.
- nike
- approach: Incorporation of a company specialized in digital fashion (RTFKT), introduction of “Crypto Kicks” (digital sneakers), building a customer community (.SWOOSH) and creating branded video game levels and Nikeland, a virtual showroom, in Fortnite and Roblox.
- scores: Successful sales of digital sneakers, building a loyal community including co-creation of products, and connecting physical and digital products.
- sources:
- Adidas
- approach: Cooperation with various digital artists and introduction of an exclusive NFT collection with integration into the existing loyalty program.
- scores: Quick sale of the collection and creation of exclusive access for customers.
- sources:
- gucci
- approach: Creating experiences (Gucci Garden) in virtual worlds such as Roblox and selling digital products. Acceptance of cryptocurrency in selected stores.
- scores: Acquiring a younger target group, opening up new revenue streams and positioning as an innovative luxury brand in the digital space.
- sources:
- Louis Vuitton
- approach: Introduction of a mobile game (Louis: The Game) with inserted digital collectibles and use of blockchain for product verification.
- scores: Playful customer loyalty, improvement of product authenticity and strengthening brand loyalty through gamified interactions.
- sources:
- walmart
- approach: Registration of patents for your own digital currencies and collectibles, experiments with virtual shopping experiences and plans for your own marketplace of digital goods.
- scores: Preparing for future digital integrations and new ways of customer engagement and data collection.
- sources:
- burberry
- approach: Introduction of exclusive digital collectibles in collaboration with a game developer (Mythical Games) and integration into dedicated product lines (B Series).
- scores: Reaching out to new target groups in the gaming sector, synergies between physical and digital product lines and strengthening brand perception as an innovative luxury label.
- sources
General findings
- Community focus: The focus is often on building an engaged community.
- Connecting physical and digital: Combining physical and digital products creates new added value.
- exclusivity: Digital collectibles provide exclusive access and experiences.
- Playful elements: Gamification promotes customer engagement.
- Detailed customer profiles: New technologies allow more precise collection and use of customer data.
- Willingness to experiment: Openness to experimentation and rapid adaptation characterize successful companies.
Taking into account the findings from the analysis of successful brand strategies, the following phases are derived as a blueprint.
Phase 1: Basics and Preparation
- Training and continuing education: Provide your team with comprehensive training options to give them the knowledge they need about new technologies.
- Strategic planning: Define clear goals and create a roadmap with timelines and milestones.
- Technological infrastructure: Adapt your IT to ensure seamless integrations of new technologies.
Phase 2: Community building and zero-party data collection
- community platform: Create a platform where your customers can interact and get involved Reward active contributions
- Zero-party data: Collect voluntary customer data through surveys and polls and offer incentives for participation.
Phase 3: Co-creation and product development
- Co-creation platform: Allow customers to submit and rate product ideas to develop innovative products.
- Feedback-based product development: Use the knowledge gained to develop and test prototypes.
Phase 4: Introduction of digital products and integration with physical products
- Digital collectibles (NFTs): Develop exclusive digital products that offer special benefits or access.
- Phygitals: Combine physical and digital products to increase brand protection and provide additional customer benefits.
- Digital product passports: Use digital passports for traceability and personalization.
Phase 5: Customer Loyalty Program
- Token-based programs: Reward customers for purchases and engagement with special tokens that can be redeemed for benefits.
- gamification: Encourage customer interaction and engagement through playful elements.
Phase 6: Integration into virtual worlds
- virtual shop: Develop a virtual shop on a suitable platform and offer interactive shopping experiences.
- Interactivity and user experience: Connect physical products with virtual ones and offer applications tailored to customers.
- Marketing and events: Use virtual events to attract attention to your metaverse store.
conclusion
Adapting to and using new web technologies can be complex, but it brings immense benefits. From the customer loyalty from product development to Sales increase There are a variety of options. Take the first step and get your team ready for the future!
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