Last week’s SEMpdx event focused on a panel discussion that highlighted what is next in the fashion eCommerce realm. The event featured a variety of thought leaders to bring the audience a very interactive and engaging experience. SEMpdx and FashionNXT joined forces to bring the attendees a panel from all sides of the paradigm: fashion and SEO eCommerce, 3D modeling technology, push notification marketing and commerce via Tumblr — to answer the question of the day:  “What’s Next in Fashion eCommerce?”

Below you will find some quick insights that delve into the discussion from the panel featuring; Justin Schoen, Natural Search Program Manager at REI, Ramamurthy Sivakumar, Managing Director at Intel Capital, Dan Coe of BlkDot, George Borshukov at Embodee and AJ Ramadan from Gravitational Creations:

  • There needs to be a heavy emphasis on integrating — “marrying” your main website with your mobile website to create cohesion on both ends.
  • Tumblr provides the ability to post text, photos, quotes, links, music and videos from your browser, phone or whatever mobile device you may be using. In your Tumblr feed you can post a picture, but a picture can say a thousand words, a video says one — giving you exactly what you need to know about the product and offers a “buy now” button. Giving the product to you instantaneously — this will change our world and the fashion world.
  • Layar is going to continue to provide a bridge between the print and digital worlds and will strive on integrating the two.
  • Touch technology enables wholesome experiences. For example, Burberry utilizes touch technology when you pick up a Burberry bag in the store, this triggers the whole runway experience on the stores digital TV screens. This shows you the origination of the product you are holding.
  • The transition into digital needs to focus on the ease of return-ability to provide increases in  online shopping and more satisfied customers while enhancing the entire shopping experience.
  • In order to further revolutionize the costumer’s eCommerce experience the product needs to be projected with in-depth descriptions — providing the ability to virtually “touch” and “feel” the object online.
  • Depending on the type of company, many will still want to drive the consumers in the store to provide the in-person experience.
  • Search engines are now on the path of becoming “answer engines” and are utilizing what you are searching for and bringing it to your attention.

Lastly, the panel, which was sponsored by MergerTech, offered its 2014 fashion eCommerce prediction: companies need to find their target demographic and know what they want through every social platform and figure out a way to finesse customers in the personalization of the entire digital experience.

Monica Komperda