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Aug 02, 2022
In Welcome to the Food Forum
But humans are a finite resource, and so to serve a vast market like China – and abroad – retailers are increasingly turning to virtual assistants. This goes far beyond the occasionally comical, often frustrating automated chatbots. These virtual assistants are walking, talking, interactive avatars that can go as far as livestreaming their own shows, holding conversations, and expressing emotions. At this year’s Winter Olympics, Alibaba revealed its digital persona ‘Dong Dong’, developed by its DAMO Academy research arm. Appearing as a 22-year-old woman, Dong Dong’s “authentic human-like features” and “sparkling personality” were ultimately designed to lead fans to the official Winter Olympics shop on Alibaba’s ecommerce platform Tmall. Increasingly virtual KOLs are given values that are likely to resonate with a young audience: L’Oréal’s Mr Ou, for example, is a French-Chinese entrepreneur working in the beauty industry (of course) concerned about the environment and sustainability. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Adding that extra bit of humanity to the digital experience certainly helped during lockdowns. It will undoubtedly have helped create a more personal touch to the Olympics, which saw no public spectators due to ongoing restrictions. But once the pandemic recedes in the rearview mirror, social shopping in a virtual environment is here to stay, becoming the true embodiment of the ‘phygital’ trend. There are, of course, caveats. In this context, social shopping and phygital experiences really are the very definition of retail’s bells and whistles. They’re at the forefront of everything that is new and shiny. For them to work seamlessly, the foundations must be rigorously maintained. That means connected systems and data platforms operating at peak performance.
Social shopping as the embodiment of the ‘phygital’ trend content media
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