1、n add a whole new dimension to gamification. For retailers, AR games stand to generate a wealth of information about customers preferences and behavior. Games will help brands see which items are considered in the purchase cycle, see how a customer shops, and gain additional insight on what drives t
2、he final purchase. For the customer, AR promises to bring to life or virtual life information on product features and benefits, promotions and price-scanning features.3With the rise of mobile, social and cloud technologies, customer expectations of the brands they engage with are constantly on the r
3、ise. The pursuit and expectation of unique and memorable retail interactions makes customer experience the new battlefield for brands. Those brands that deliver a winning experience will attract new customers and keep them.Cutting out the middlemanWhen manufacturers sell through retail distributors,
4、 their ability to influence how their product is sold is often limited. Theyre essentially at the mercy of the distributor to ensure that every shopper leaves the store whether thats online or offline a happy customer. In 2017 we expect to see a stronger push from brands to cultivate direct relation
5、ships with their consumers. Theyll offer more focused brand experiences that build their brand story, and will be able to deliver more targeted messaging. By selling directly to consumers (DTC), brands can determine how the customer journey should be, and work to make that vision a reality. Going DT
6、C provides not just a sales channel but can also give a huge boost to the lifetime value of consumers; brands can gather information about their customers and use it to provide personalized shopping experiences. Nike and Under Armour are leading the charge on DTC. This year, therell be more entrants
7、 in the race to deliver the best customer experience, directly.4The role of WeChat as the super app that does just about everything will expand even further in the Year of the Rooster. WeChat combines an online browser, messaging app, social media platform and payment function under one virtual roof
8、, and has in excess of 700 million users who can access over 10 million internal apps (known as official accounts). Appy days WeChat gets even biggerWeChat provides the ultimate gateway through which retailers can reach consumers. Retailers can use their WeChat account to do everything from sharing
9、news and special offers to customer engagement, loyalty programs and payment. WeChat allows users to get product recommendations from their peers, then choose those products directly from the site and pay for them via WeChat wallet - without ever leaving the WeChat app.Its a proven business model an
10、d one that overseas retailers should embrace as its influence increases. WeChat will be one of the most important business tools in 2017.5Chinas pollution problem has been well documented a side effect of the tremendous push for economic growth. But Beijings recent record high air pollution levels h
11、ave led to a social media outcry and heightened awareness among consumers of what they buy, where its from, and the effect its production has had.Trust and transparencyConsumers in China have been on high alert over product safety, especially when it comes to food, since the 2008 scandal in which to
12、xic melamine was found in baby milk formula. That concern over production and point of origin has not gone away, and the uproar over air pollution has intensified consumers need to know more about what theyre buying. Imported brands have benefited from this particularly brands from countries perceiv
13、ed to have clean air, fresh water, and strict safety standards. In the Year of the Rooster, consumer interest in point of origin will go deeper than looking for a flag on a label; shoppers want to know more about the ingredients within products and the entire production journey, right through the supply chain.Environmental awareness and food safety will be hot topics in 2017, and the b皐伀(
