Data Meets Delight: What Brands Are Missing About the Online Shopping Experience
Hosted by The Drum’s Lynn Lester, an engaging panel at Cannes Lions featuring Criteo, Salesforce, and FCB delves into an intriguing contradiction: while brands obsessively focus on data, they may be neglecting the critical element of joy in the online shopping experience.
Discovery is Broken, and Brands Don’t Know It
Patrick Stokes of Salesforce puts it succinctly: “You know you’re in the land of creativity when Salesforce is on the yacht.” However, the data reveals a troubling truth. According to a new global study by Criteo, titled The Spark of Discovery, a staggering 76% of online shoppers believe they’re missing that exhilarating feeling of encountering something fresh. Alarmingly, a third of these shoppers feel that online shopping has turned into a tedious chore.
Yet, brands remain blissfully unaware of this disconnect. Mark Fishley, Criteo’s EMEA boss, noted that 98% of providers rated themselves as proficient in delivering discovery. “That’s a massive disconnect!” he emphasized. While consumers crave convenience and personalization, they equally desire surprise, emotion, and delight. Simply put, e-commerce needs more serendipity. To achieve this, brands must move beyond rigid sales funnels and frictionless checkouts.
From Predictable Journeys to Playful Rides
Creativity is essential in bridging this gap. Juliana Nascimento of FCB Brazil shared an inspiring case study: the Lucky Yatra campaign by FCB India transformed mundane train ticket purchases into a thrilling lottery experience. “We don’t want customers to feel like they’re on journeys – we want them to enjoy rides,” she said, signaling a shift in mindset.
Consumers are increasingly resistant to being pushed down rigid marketing paths. They yearn to explore and deviate, and Stokes suggests adopting “stochastic systems” that embrace unexpected, nonlinear behaviors. “We need to build systems that act more like humans,” he elaborated, “because real humans shop like flies in a headlight.”
AI Won’t Kill Creativity – It Might Be Its Best Collaborator
The ever-looming elephant in the room: AI. Will it stifle creativity? Nascimento confidently countered, saying “It’s giving us a head start.” At FCB Brazil, the team utilized Salesforce Einstein tools to launch successful campaigns for Stellantis. Furthermore, they created a hit AI-generated talk show hosted by a fictional influencer named Marisa Mayo. Yes, she’s real enough to be hired by a major Brazilian retailer!
Another noteworthy example comes from Natura’s biodiversity project, where AI and drone footage were harnessed to map Amazon species for conservation efforts. “That’s creativity and data doing more than just selling,” Nascimento remarked.
Bigger than the Product
So, where does this leave brands? Back at square one, as Fishley argues. “It all starts with emotional connection,” he asserts. He cites Guinness as a masterclass in brand identity—so powerful that even non-drinkers admire it. Color, heritage, design, meaning—it’s all bigger than the product.
Thus, creativity transforms data from mere insights into genuine sparks of inspiration. As the sun set over Cannes, one truth emerged: brands that successfully blend analytics and artistry will turn scrolls into surprises, making shopping an experience that people genuinely want.
Want to Stay Updated?
For more insights and updates, consider subscribing to our newsletters:
Daily Briefing
- A quick digest of today’s key stories, curated just for you.
Sign Up
Weekly Marketing
- Stay informed on the most significant marketing news and expert insights every Friday.
Sign Up
The Drum Insider
- Learn how to effectively pitch to our editors and increase your chances of getting published.
Sign Up
By injecting a sense of joy and emotional resonance into their strategies, brands can dramatically improve the online shopping experience, ensuring that it is not just a transaction but a delightful journey.
