Myth making and wonder - the new brand experience

The number of retailers that do this are few and far between, access to metrics has meant that retailers have A/B tested the souls out of their websites to make sliding into transacting the most frictionless experience imaginable, and leading to an SEO-optimised sea of sameness when it comes to the ecommerce experience.

How people experience the world is changing, with gamers saying that the most attractive element of an immersive game is the story, and with the majority of younger generations playing games, creating a compelling brand story is becoming an increasingly attractive point of differentiation.

With more of the decision making process taking place before the consumer ever enters the store (Google Research finds 83% of US shoppers who visited a store say they used online search before they went in), retailers should also be working to ensure that the online brand discovery experience is equally as exciting as immersive physical ones.

Creating a sense of wonder is becoming ever-more important for brands looking to help move consumers and create deeper connections. As this shift gathers steam, brands should be looking towards fictional worlds and immersive environments for inspiration.

As real life becomes less attractive, with consumers having to navigate uncertainties around the... See more