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‘Big Brother’ era in the shopping world
With new marketing technologies, while the power of personalisation makes us feel like we are under surveillance, it also radically changes our shopping habits.
After the pandemic, I had long forgotten the existence of escalators, stores, and changing rooms like the vast majority and I had got used to the comfort of online shopping to the fullest. Last month, when I happened to pass by a shopping centre after a very long time, I flinched with a message on my phone as soon as I got inside. The message I received from a brand from which I had shopped for only 2 or 3 times in my whole life was as follows: ‘We are pleased to see you! Save 15% on your next order with new arrivals in our X (the name of the shopping centre I went to) store.’ As a person who has a hard time acknowledging such a rapid transformation of the world, I was quite impressed with this message. And I was astonished by thinking how fast we came to the days where shopping comes to us from the days we would go shopping.
This anecdote is one of the smallest examples of how digital marketing technologies brought personalised shopping experience into our lives. However, the online side of the affair is a much longer story. For example, all brands from retail to online markets invite us to do shopping regardless of where we are or what time it is.