Need to Know
02 : 06 : 20

An interactive brand-to-media show for the outdoor industry, Deliveroo taps into CBD stress relief and Covid-19 breeds luxury guilt among Americans.

Thin Air is a world-first virtual trade show

Thin Air Trade show

Colorado – Thin Air is the outdoor industry’s first fully interactive brand-to-media trade show.

The new interactive gathering, which will take place on 24–26 June 2020, promises to unite brands in an unprecedented virtual format. Departing from established virtual presentation styles, such as webinars or Zoom conferences, Thin Air is fully immersive. Taking the form of hyper-realistic avatars, attendees will be able to engage with exhibitors through chat, talk and video over three days.

‘Outdoor industry brands have been seeking a fresh, cost-effective way to connect with media and retailers,’ says Erik Boles, CEO of Gearmunk, the community-driven and video-based review platform behind Thin Air. ‘The recent cancellation of trade shows made now the right time to bring this to life.’

As businesses continue to explore digital formats for industry events and trade shows, fashion brands in particular are pushing to digitise the runway and buying process.

An on-demand CBD store comes to Deliveroo

Trip and Deliveroo, UK Trip and Deliveroo, UK
Trip and Deliveroo, UK Trip and Deliveroo, UK

UK – The food delivery service has partnered with CBD brand Trip to bring its cannabidiol products to consumers’ homes.

The partnership between Deliveroo and Trip will allow consumers across London, Manchester and Leeds to order CBD oils and infused drinks – such as cold brew coffee and botanical mixers – to their homes. Intended for the creation of cocktails as well as direct consumption, the adaptogen products use natural botanical extracts to stabilise physiological processes in the body, as well as alleviate stress and improve immunity.

The launch of the service coincides with the fact that more consumers are seeking stress relief at home, as the line between work and leisure time becomes increasingly blurred. ‘Since the lockdown we have seen the demand for Trip skyrocket,’ says Olivia Ferdi, Trip’s co-founder. ‘When people aren’t feeling themselves, often anxious or stressed, there’s a huge desire for immediate relief.’

Our obsession with CBD has spiralled in recent years, as Melisse Geluda explains, with its health benefits now being positioned as an antidote to current stressors.

Covid-19: A chatbot to help track busy supermarket times

Ireland – Lidl Ireland has launched a chatbot so customers can check the best times to shop at their local store.

Created in response to Covid-19, the WhatsApp-based tool uses real-time data and customer transaction numbers to determine the quietest and busiest hours of the day – enabling customers to plan their shopping trips accordingly. The chatbot is the first of its kind of any Lidl store in the world, according to the supermarket chain.

Using customised software, customers can text the bot with the day of the week and time they intend to visit their local store. The service is the latest addition to Lidl’s existing Covid-19 protective measures rolled out to all stores in Ireland.

By offering a new touchpoint, the chatbot also reflects how brands are adapting their communications to fit multiple formats. For more, read our new retail macrotrend, Feedback Frontiers.

Lidl and Whatsapp

Stat: Quarantined Americans feel guilty about luxury purchases

Nendo in collaboration with Up To You Anthology, Japan and Italy Nendo in collaboration with Up To You Anthology, Japan and Italy

Wealthy Americans are harbouring feelings of guilt about luxury spending in the Covid-19 age, according to a new study by YouGov.

The 2020 edition of the annual Affluent Perspective found that nearly half (48%) of affluent consumers in the US agree with the statement: ‘I feel guilty purchasing luxury goods in the current economic climate’. However, these concerns are not necessarily halting purchases of high-end products. In fact, 42% of those in self-quarantine still plan to buy personal luxury personal goods online. While online shopping was previously not associated with high-spenders, 43% of these consumers plan to shop online more often, even after the pandemic ends.

The current economic climate has only exasperated the concerns of the Uneasy Affluent, who are increasingly reminded of their social and financial privileges.

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