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Lush Sense app by ustwo, UK
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In the Mood For online feature from Finery, UK
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Bentley Inspirator App
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Uniqlo UMood by Isobar, Australia
Preview: Mood Retail
Global – The act of browsing has been given a new twist as retailers tailor their offers to people’s personal moods.
- Brands are using emotional quotient technology to capture emotional data and make personalised recommendations
- Products are no longer organised by function but by the emotional response they elicit
As we explored in our macrotrend, Revelation Brands, digital culture has spent 20 years teaching us to prioritise efficiency and speed, but now retailers are embracing serendipity as an essential part of the retail journey. One means in which they are doing this is to let consumers’ moods dictate what they should purchase.
Online retailer Finery, for example, created a browsing tool, In the Mood For, which provided a series of visual cues to determine what mood viewers are in to help identify the garment that best suits their frame of mind.
Uniqlo aimed to ground the process in neuroscience with its UMood installation, which required in-store visitors to wear an EEG headset to help them find the perfect shirt.
The Big Picture
For more on how to create personalisation through emotional tracking, see our latest microtrend, Mood Retail.
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