The subcultural trends within Social Commerce and Gamification are deeply influenced by the rise of niche online communities and the integration of game mechanics into marketing strategies. These trends are driven by a desire to create more engaging, interactive, and personalized shopping experiences that resonate with consumers on a cultural and behavioural level.
Role: Trend Forecaster
Client: El Corte Ingles
Industry: Retail
Project: Trend & Cultural Analysis
Location: Barcelona
Year: 2017
THE CHALLENGE
Understanding the growth potential within social commerce and gamification for the company and their marketing efforts. Outlining preferences, attitudes, and behaviours of millennials towards shopping experiences. Providing key sub-cultural emerging trends within the retail landscape and assessing their potential impact on brand and communication strategies.
The TRENDS
The Learning
The cultural drivers behind those trends included a growing emphasis on community-building, social interaction and the intrinsic motivations of competition, achievement, and reward. These behavioural drivers are rooted in the basic human need for recognition and status, which can be traced back to our evolutionary history where such traits were advantageous for survival and social standing.
Consumers sought authentic connections and experiences. The digital space has become a new social habitat where individuals seek to form connections and communities, not merely based on geographical proximity but on shared interests, values, and experiences. Social Commerce platforms facilitate these connections by providing spaces where individuals can express themselves, share opinions, and validate each other’s choices through user-generated content and peer reviews.
The future of retail lies in a seamless omnichannel presence, focusing on integrating physical and digital touchpoints cohesively, ensuring consistent messaging and targeted activations to create a unified brand experience.
Methodologies
• Qualitative / Quantitative Research
• Benchmarking
• Cultural Insights Analysis
• Trend Forecasting
• Scenario Mapping
• Consumer Research
• Benchmarking
• Cultural Insights Analysis
• Trend Forecasting
• Scenario Mapping
• Consumer Research
• Scenario Foresight
• Social Media Listening
