The invisible invasion
Taking the ‘phygital’ one step further, IGD predicts that companies will soon be present in every digital space, making “the majority” of online content shoppable.
“You could be watching a video or see a still image and just click on it to buy the product. There will be no limits to when you can be shopping.”
Unilever has already dabbled in this on the Facebook-owned, social media platform Instagram, using artificial intelligence (AI) tools to “turn memories into meals”.
Called 'Eat Your Feed', the service matches Instagram users’ holiday pictures to relevant recipes that remind them of the food eaten there, suggesting which Knorr products can be used to make the meal.
“A rich life is full of discovery,” says the Eat Your Feed website. “So, connect your Instagram and we’ll help you discover exciting recipes based on your own experiences.”
MikMak, which has already worked with manufacturers such as Unilever, Mondelez and L’Oréal, allows people to watch a video of a product and then, without having to click away, buy it.