The distance between “ooo, I kind of like that thing” and “I want to buy it now” continues to shrink as “electronic commerce” becomes “everywhere commerce.” It’s not a new trend, of course, but more and more channels from voice to social media to gaming and more are increasingly becoming not just consumption channels but opportunities to purchase as well. In the old days, consumers would frequently become aware of an item in one channel (a TV spot, for example) and then purchase in another channel (such as a physical store). Now, the awareness vehicle is often also a purchase vehicle, turning pretty much any medium into a chance for brands to drive impulse purchases.
In this example, Snapchat allows users playing a retro 8-bit game to immediately purchase the latest Adidas cleats.
Full story via Social Media Today.
