Why brands must look beyond the shelf to the screen
Influencers and content creators are transforming how marketers deliver product showcases. As the line between digital and physical blurs, these showcases are redefining retail marketing, inviting consumers into a world where every interaction has the potential to go viral and create lasting brand loyalty, writes Stephanie Babin, managing partner at Because ANZ.
We live in a time where attention spans are TikTok-short. In the new retailer era, products can’t just sit on a shelf and hope for attention – they need to leap out and capture the hearts and more importantly the screens of consumers.
Product showcases, once rather modest, low key gatherings meant to unveil new lines to a handful of select media, are now morphing into immersive spectacles that drive excitement and talkability well beyond the initial event. They’re about creating experiences that blur the line between physical and digital, transforming every moment into one worth sharing.
Social media is proven to shape consumer behaviour and purchasing intent. Research from Sprout Social earlier this year revealed that 49% of consumers make purchases daily, weekly or monthly based on influencer posts – with 30% reporting increase trust in influencers over the past six months. In addition, a HubSpot report last year found that 33% of consumers discovered new products on social media within the past three months, and 25% made a purchase through social media apps during the same period – a 39% increase year-on-year.
The product showcase evolution
