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Personalisation

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Digital Cadre Communique 2017 In Review

Mobile + AI + Amazon + customer centricity + voice interfaces + experience driven retail... eConsultancy has ticked all of the boxes in their 2017 trend review.

What were the biggest ecommerce trends in 2017?

It's time to take a look back at the biggest ecommerce trends of the past year, with insight from a few esteemed experts. So, what were the biggest talking points?


L2 have nicely summarised their key case studies and research from 2017, focusing on the topics of content and commerce, data, localisation, omnichannel, loyalty and mobile.

Digital Intelligence Case Studies & Best Practices

Digital has long been proclaimed as a harbinger of a new era of hyper-personalized, targeted, and effective marketing. But this is a promise it has yet to deliver upon. Both data capture and personalization efforts have stagnated among brands over the last year, even though there are several easy wins- from improved data collection to better deployment of email campaigns-that brands can use to move the needle.


Carat have compiled a thoughtful list of 10 trends to watch through 2018 including the convergence of eCommerce and retail, loyalty, niches, partnerships and shared experiences. Worthwhile checking out.

Carat's 10 Trends for 2018

Carat has been producing trend reports for over 5 years, to focus our minds on themes for the year ahead. We are seeing an evolution in a number of areas, incl...


A detailed read on the state of fashion from the Business of Fashion and McKinsey teams, covering trends and disruptions, consumer shifts and forces set to shape fashion in 2018.

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A great reminder that in aggregate, humanity is moving forward and great things are happening to improve health, raise living standards and it's not all bad news for the environment.

The 99 best things that happened in 2017

If you're feeling despair about the fate of humanity in the 21st century, you might want to reconsider. In 2017, it felt like the global media picked up all of the problems, and none of the solutions. To fix that, here are 99 of the best stories from this year that you probably missed.


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Digital Cadre Communique

Adidas is capitalising on the trends towards sustainability, robotics and personalised goods via their Speedfactory. Adidas is encouraging consumers to consider the origin of their shoes and pay a premium for that origin story.

Possibly the start of a trend towards manufacturing built around distribution rather than distribution centred on manufacturing as the manufacturing location shifts from offshore mass production to customised and local fabrication. 

Inside Adidas' Robot-Powered, On-Demand Sneaker Factory

Last winter, the sportswear giant Adidas opened a pop-up store inside a Berlin shopping mall. The boutique was part of a corporate experiment called Storefactory-a name as flatly self-­explanatory as it is consistent with the convention of German compound nouns. It offered a single product: machine-­knit merino wool sweaters, made to order on the spot.


A good reminder of the importance of product names and customer nomenclature on discovery and the ultimate revenue impact.

2 Minute Case Study: Nike

Seemingly small decisions, like whether to call your product "leggings" or "tights," end up having a major effect on revenue.


Tech companies continue to lead the way in terms of R&D spending, but are they getting value from that intentsity?

Report: 2017 Global Innovation 1000

Funding allocated to innovation at some of the world's leading corporates is on the up. In the last year, total R&D spending among the Global Innovation 1000 - those companies that already invest the most in research and development - grew by 3.2%, exceeding US$700bn for the first time.


Interesting perspective from Nick Bilton: how will we look back in 10 or 20 year’s time about society’s usage of social tools and the negative impact on society.  Very relevant, particularly given some of the broader generational impact of smartphones.

The End of the Social Era Can't Come Soon Enough

Many people imagine 19th-century antebellum America as a frontier fantasia: men with handlebar mustaches sitting in dusty saloons, kicking back moonshine whiskey, as a piano player picks out tunes in the background. In reality, though, life was a little more sordid: Americans spent their time after work in fully legal heroin dens; in 1885, opium and cocaine were even given to children to help with teething.

Have Smartphones Destroyed a Generation?

More comfortable online than out partying, post-Millennials are safer, physically, than adolescents have ever been. But they're on the brink of a mental-health crisis. One day last summer, around noon, I called Athena, a 13-year-old who lives in Houston, Texas. She answered her phone-she's had an iPhone since she was 11-sounding as if she'd just woken up.


A great presentation by Benedict Evans from Andreessen Hotowitz on the state of tech today and what’s to come over the next ten years. Follow the S curves for mobile, the multiplying effect of machine learning, mixed reality and crypto-currencies.

Presentation: Ten Year Futures

This autumn I gave the keynote at Andreessen Horowitz's annual 'Tech Summit' conference, talking about the state of tech and what's likely to happen in the next decade: mobile, Google / Apple / Facebook / Amazon, innovation, machine learning, autonomous cars, mixed reality and crypto-currencies.


The Edit at the Roosevelt Field mall on Long Island is a new approach allowing previously online only retailers to interact with customers in real life via a range of rotating pop-ups at malls with relatively strong foot traffic. An opportunity for new brands to capitalise on awareness and shopping centres to make effective use of their space as anchor retailers continue to close stores.

Simon bridges online and brick-and-mortar with 'The Edit'

Simon Property Group has launched "The Edit" at the Roosevelt Field mall on Long Island, which the developer describes as "a first of its kind, scalable, turnkey retail platform." Designed by O'Neil Langan Architects, The Edit features a rotating selection of diverse new brands, including some that have sold only online.

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Digital Cadre Communique

As McKinsey highlight, personalisation and targeted communications can add significant value for both retailers and consumers. Here, they share 5 vignettes that detail scenarios where value can be added in customer communications.  Tip – add real value or utility for your customers and don’t cross the creepy line!

What shoppers really want from personalized marketing

What customers want and what businesses think they want are often two different things. Here's what customers are looking for. Anyone who has gotten an unsolicited and irrelevant offer related to something they've done online knows that creepy feeling that someone is watching me.


Scott Galloway’s name is popping up everywhere as he completes a podcast tour to promote his new book – The Four: How Amazon, Apple, Facebook and Google Divided and Conquered the World. This interview with Barry Ritholtz is a great recap of the take aways from the book and his insights into the digital economy.

Scott Galloway Discusses Four World-Conquering Companies - Masters in Business

Scott Galloway Discusses Four World-Conquering Companies


Leading luxury brands are evoking emotion and using Instagram for visual storying telling and discovery. Instagram luxury global consumers (as defined by the platform) consume more content, like more content, post more photos and have more followers than the typical Instagram user.

Instagram and BOF have completed some good branded case studies detailing tactics such as shooting campaign content tailored specifically to Instagram’s user experience and using custom audiences to retarget and connect with followers. Check it out below or read the full Experience Luxury On Instagram report for more.

One to watch with interest as Instagram Shopping continues the global rollout for brands.

What Makes A Great Instagram Campaign?

By BoF Team October 31, 2017 05:25 Sponsored by: LONDON, United Kingdom - Instagram has established itself as a critical marketing channel for fashion and luxury brands. The mobile platform now has over 800 million monthly active accounts and has become what Luca Solca, head of luxury goods at Exane BNP Paribas, has called the "social media boxing ring" and "by far the most relevant social platform for luxury brands."


The fourth industrial revolution is upon us. The always compelling Tim Harford highlights the challenges of forecasting the future impact of technology and ongoing innovation with some nice excerpts from his outstanding series 50 Things That Made The Modern Economy.

What We Get Wrong About Technology

Blade Runner (1982) is a magnificent film, but there's something odd about it. The heroine, Rachael, seems to be a beautiful young woman. In reality, she's a piece of technology - an organic robot designed by the Tyrell Corporation. She has a lifelike mind, imbued with memories extracted from a human being.


Whilst still a blip in the total online retail visitation figures, the online subscription category grew by 3,000% from 2013-16. Whilst this data is a little dated, I’d expect that the trend would have increased substantially due to the growth of Blue Apron, Hello Fresh et al. One for more traditional retailers to take note of and determine how product subscriptions can be relevant for their business.

Hitwise Analysis Shows Visits to Subscription Box Sites up 3,000% - Hitwise | Competitive Intelligence & Consumer Insights

A new consumer insights retail report found that visits to top subscription box sites have exploded by nearly 3,000 percent in the United States over the past three years. According to our Hitwise® data, there were more than 21.4 million visits made to a custom category of leading subscription box sites in January 2016, compared ...


Did humanity really need a $999 Internet connected tea diffuser? 

Internet-Connected Tea Infuser Teforia Shuts Down

It turns out being the "Juicero for tea" isn't a sustainable business model. Teforia, the $999 internet-connected tea infuser, has ceased operations, citing "a very difficult time for hardware companies in the smart kitchen space" in a statement on its website.

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