From the epidemiological context, a before and after in the sector was marked, with a boom of digitalization and ecommerce, but the evolution of trade does not end with the online store, what will be the innovations to conquer consumers inThis new scenario?

“Having a digital store ceases to be enough to satisfy digital consumers.Artificial intelligence to customize the offer, the gamification of the purchase processes and new formats such as ecommerce Livestreaming are some of the strategies that brands are choosing to capture users in an environment of high competitiveness, ”explains a new study ofNapse.

With the pandemic, many companies and buyers turned to digital trade, and today having an ecommerce became a basic standard to survive in this new context.The numbers show it: according to the Argentine Chamber of Electronic Commerce (CACE), in the first semester of 2021 120 were sold.9 million products through 80.3 million purchase orders, number that represents the largest growth jump, with an increase of 47% with respect to the same period last year.

Another fundamental fact to understand the phenomenon is that 16% of Argentines bought online for the first time during pandemic, being mainly young (51% are between 18 and 34 years old).In the cybermonday made at the beginning of November, $ 37 were billed.360 million, 3 3.8 million purchase orders (12% more than last edition) and a total of 6 million products were sold.This indicates that the ecommerce will continue to grow.Users have new habits and also greater demands, ”said Antonio Rivero, commercial director of Napse.

Trends

According to Napse specialists there are a series of trends that will gain importance during 2022:

Artificial intelligence

De acuerdo con los expertos de Napse, la Artificial intelligence tomará un protagonismo destacado en el retail del futuro."Until recentwhole.In recent decades, this technology became popular and today is part of the commercial strategy of many brands, we usually see it in series suggestions and films of streaming platforms and in what social networks show us, ”says the studyof Napse.

However, specialists say that it is still far from finding a roof and its use is booming, so it is one of the trends that will continue to consolidate this 2022.

“Consumers are acquiring the habit of receiving personalized offers, while advertisements or promotions on products that are not of interest to them are annoying. La utilización de Artificial intelligence para personalizar promociones y sugerencias se vuelve cada vez más usual en el ecommerce y establece un nuevo estándar.This technology allows brands to learn more about their customers, offering them a communication according to their interests, and adjust the digital showcases, adapting the disposition of the products on the web for each type of consumer, ”they argue from Napse.

Live Streaming Commerce

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While the social commerce - sales through social networks - is an already consolidated trend at the local level, the Live Streaming Ecommerce takes this format to another level.“The infomercial classics of the type will already evolve to a live online transmission in which products that can be purchased in real time are shown, a format that is a success in Asia and it is expected that it is soon consolidated in the region.It offers users typical advantages of traditional trade, such as seeing the product more clearly, consulting and receiving answers instantly, but from the comfort of their homes, ”says Napse experts.

Automation

Automation seeks to bring digitalization to physical stores, to improve user experience and also reduce operational costs.The trend of self checkout or "self-signing" grows strongly and is already present.“However, it was not yet a widely used format, something that specialists predict that it happens soon: it will be more common to pass the products through the counter and make the payment without the need for a human interlocutor, but through aComputer, ”says the consultant's study.

Gamification

En un mundo lleno de tiendas digitales y pop ups genéricos, hay marcas que se diferencian creando una experiencia única a través de herramientas de Artificial intelligence y Gamification.The technology is available and there are currently brands that seek to convert the purchase process into a game, but there are still many opportunities at the local level to implement it.

According to Napse, “it is possible, for example, to improve the experience of consumers in an innovative way through a game in which the brand challenges the user in exchange for discounts, free shipments and even a 2x1 promotion in their nextpurchase.Due to the easy implementation and commercial benefits it brings, this trend is expected to be consolidated in 2022 ”.

Augmented and virtual reality

The possibility of seeing how an armchair would look at the living.

“In some clothing stores, for example, there are intelligent mirrors in which we can see how a garment would be without the need to go through the tester.These types of solutions are not yet widely used by the great level of development they require and their high costs, but it is expected that, as happened with AI, something common will become in a few years, ”they manifest from Napse.

”All these trends have something in common: they seek to improve the user experience at different times of their purchase day, from product investigation to after -sales.In addition, many seek to integrate in one way or another the benefits of physical and digital stores, so it is expected that the future of the retail will be characterized by a hybrid between online and physical trade, ”they indicate from the consultant.

“Ecommerce will continue to grow, as well as digital money, because there are more and more tools to provide security, trust and facilities to consumers, while new generations are the ones that use them most.But physical stores are not going to disappear, many are integrating with the eCommerce, becoming urban or pick -up centers, and there are brands that seek to turn them into places where customers live a value experience, impossible to achieve in the Digital environment."Of course, they have to reconvert and use technology improving experience, for example to avoid ranks or automate processes such as stock search and customer service," Rivero concluded.