Retail revival: why humanising the digital experience is the next big move
Generational Changes in Attention Span
Gen Z and Gen Alpha have grown up within the digital sphere. We are used to seeing ultra-processed, clinical, soulless ads with one goal: showcase the product and get you to buy. A lot of Gen-Z users have learned (perhaps subconsciously) to tune out of predictable Youtube ads, boring TV breaks and irrelevant pop-ups. Further, considering the wide-spread access to information, the culture amongst many Gen-Zers tends to place emphasis on prioritising health and well-being.
In other words – we’re learning to break generational curses and become our best selves (with a helping hand from Google, ChatGPT, and our favourite social media creators). Throughout this, we are collectively remembering the importance of human connection and real representations of life. Scarcity creates demand; more tech in the world ignites a yearning for experiences, emotions, and idiosyncrasies that can seldom be digitised with accuracy. This is why we appreciate it when brands try.
Brands Innovating Their Approaches
In response to this desire for authenticity, we are seeing a revival of brand creativity. Whether it’s Oh Polly using a continuation of fun props in their website product feed, or eyewear brand, Lohause, creating a dreamy, cinematic social series following their main character’s journey throughout their ads. In a digital landscape that refreshes trends daily, brand’s distinctive quirks are what make them memorable.
The Importance of Empathetic UX
In tandem with visual storytelling, the UX design of a website is now more important than ever. Empathetic UX – an UX approach that prioritises the user’s perspective, emotions and needs, over functionality – is a win for brands moving forward. On-site ads should help create smooth shopper journeys, with the placement of key products and messages that are both relevant and timely.
Buyer’s consciousness is expanding and users aren’t responsive to the typical marketing pitches or displays. We don’t want to feel like we’re being sold to anymore, we want to appreciate and value a product for what it is, and justify making a mental space for it in our lives. Clunky, awkward promotions will not survive in this era. That’s so 2012.
intent.ly’s new in-page campaigns are a great example of incorporating UX design which considers the user experience. These targeted campaigns feel like a natural part of the browsing experience, since users can’t tell where the integrated content starts and ends. Therefore, ensuring a seamless transition into a campaign that is more likely to capture interest and focused attention.
In response to the shifts in user behaviour, campaigns embedded into the page consider a user’s emotions in a refreshing and innovative way. The large client base represented by Gen-Z are likely to respond positively to this approach, as in-page campaigns can be used in a variety of ways to truly enhance the shopper journey. These considerations and creative solutions will be vital to the future of ecommerce marketing and should be used to complement existing strategies.
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Patience is intent.ly’s marketing executive, with a passion for creative content marketing and social media strategies.
