Everywhere, Embedded Commerce In 2023
STORIES IN FOCUS
Unilever was one of the first to commit to greater transparency and transformation. As early as 2018, Unilever announced its push for transparency in influencer marketing, in the larger digital space and its increased capabilities in measuring impact. They publicly provided a list of palm oil suppliers and grievance reports. Unilever
Fig 3.E
LVMH LVMH has developed blockchain technology to track luxury goods and fight counterfeit sales. Louis Vuitton and Parfums Christian Dior are the amongst the first brands to use LVMH’s blockchain platform - ‘Aura.’
Consumers are not shying away, in fact are incentivized and validated to post grievances, big and small on social platforms (Linkedin as the latest platform of choice despite being a professional network!). Bitter experiences with businesses while often short-lived, are placed in high visibility spaces with the potential for bad PR and lasting collective- digital memory. Airing grievances on any & all public platforms Fig 3.B
Fig 3.C
Aura, a blockchain consortium has now created more than 15 million digital tokens that connect luxury products to a data portal.
- Euro News (2022)
Globally, 54% of people had a more favourable view of brands that responded to customer service questions or complaints on social media. -Ledgeview Partners (2021)
Fig 3.D
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