The Pros and Cons of 10 Social Shopping Trends, Part 2
In a session at last week's Shop.org 2010 Annual Summit in Dallas, Doug Mack, CEO of the private online sales site One Kings Lane, and Kelly Mooney, president and chief experience officer at the digital marketing agency Resource Interactive, teamed up to discuss 10 innovative concepts currently being deployed by retailers to help them increase marketing effectiveness, enhance customer experiences and harness social commerce. Both presenters offered pros and cons on the concepts, and the audience weighed in as well via their mobile phones.
In last week's edition of eM+C Weekly, we featured the first five of the 10 concepts, such as crowdsourcing, interactive shopping and on-site conversations. Here are the last five, along with Mack and Mooney's takes on them:
6. Augmented reality. Mack discussed a relatively new shopping application called Fashionista, available at apparel retailer Tobi.com, that brings together augmented reality, motion capture and social networking to create a virtual fitting room where you can "try on" items — and hopefully do away with the disappointment of getting a dress, shirt or sweater that's totally wrong. With just a few clicks of the mouse, Fashionista lets online shoppers get a sense of how they'd look in the clothes they're browsing online, then allows users to share images of themselves with friends on Facebook to get feedback on fashion dos and don'ts.
Mack's take: "I give it a thumbs down. While I love how it tries to solve the online sizing problem, it feels like it's just trying to show off the technology. Plus, there's a lot of work to use it on the part of the consumer, which will cut down on the adoption of it. It's too way out there."
Mooney's take: "I agree that it's clunky and doesn't work for everybody, but it's solving a real problem women face when they're shopping online. It eliminates the possibility that I'd buy something and have to send it back."
Related story: The Pros and Cons of 10 Social Shopping Trends, Part 1