Teen and young adult consumers have become overwhelmed with the infinite number of options for consumer products, entertainment, and activities. So brands like Frank & Oak, which helps young men discover stylish clothing, or Tribeca Shortlist, a service that “hand picks” movies for its customers, are leading the way in simplifying the customer experience by offering on-target recommendations.
In 2016, more brands will begin to adopt a curated commerce strategy to make consumers’ purchase decisions frictionless. This kind of curated commerce will not only allow for better customer engagement, but also act as an alternative to hyper-competitive search marketing (searching “dark jeans” on Google returns 63 million results and unless you’re Levis, Macy’s, or Nordstrom’s, SEM is a challenging tactic.) The experience consumers are looking for is one with fewer, but better options that feel customized for them.