Beyond Mobile
How Beauty, Retail, and Apparel Brands Are Redefining Digital Engagement
The Short: Popular consumer brands now aggregate more engagement in immersive environments than with establish digital strategies.
Leading consumer brands are just beginning to recognize the potential of immersive experiences in digital engagement. According to ALDORA's latest report, Beyond Mobile, interactive digital environments are now outperforming traditional mobile apps in user engagement across leading beauty, retail, and apparel brands.
As brands navigate this transition, they are redefining how they connect with consumers, setting new benchmarks in the digital space.
The Shift from Mobile to Immersive Experiences
The dominance of mobile apps as the primary platform for digital engagement is being challenged by the rise of immersive experiences. According to ALDORA's data, in Q3 2024, immersive experiences surpassed mobile apps by 17% in total engagement for top consumer brands. This shift is particularly pronounced in sectors like beauty, retail, and apparel, where brands are leveraging interactive environments to create more dynamic and engaging consumer experiences.
Case Studies Highlighting Success
Three case studies from ALDORA's report illustrate how major brands are capitalizing on the rise of immersive experiences:
Walmart: Walmart's Walmart Discovered immersive experience saw a staggering 104% month-over-month increase in visits, reaching 1.3 million in August 2024. This growth far outpaced the retailer's mobile app, which experienced a 16% decline in the same period. Walmart's ability to attract younger consumers through interactive digital environments highlights the potential for retailers to bridge the gap between online and offline shopping experiences.
e.l.f. Cosmetics: e.l.f. Beauty has emerged as a frontrunner in the beauty sector by embracing immersive experiences, significantly outpacing traditional mobile app strategies. As incumbents like L’Oreal lag in interactive engagement, e.l.f. has capitalized on this gap, increasing its marketing investment from 7% to 25% since 2019 to focus on new digital spaces. This strategy has paid off, with e.l.f.'s UP! Tycoon experience in Roblox attracting 1,611,678 visits in August 2024, compared to just 59,875 downloads of its mobile app, setting a new standard for digital engagement in the beauty industry.
Vans: Vans has utilized immersive experiences to blend its digital and physical brand narratives. The brand's Vans World 2.0 on Roblox not only serves as an interactive playground for fans but also acts as a launchpad for new products, such as the Mixxa shoe, which debuted in the virtual world before its real-world release. This strategy has allowed Vans to maintain its core identity while expanding its reach in new and innovative ways.
The Implications for Brands
The rise of immersive experiences presents both opportunities and challenges for brands. On the one hand, these platforms offer higher engagement rates and the potential to reach new audiences in creative ways. On the other hand, developing high-quality immersive content requires significant investment in technology, talent, and time. Brands must also navigate the complexities of monetizing these new environments, as the conversion of engagement into sales remains a key challenge.
Moreover, as immersive experiences become more popular, brands will need to adopt a hybrid approach, balancing their mobile app strategies with emerging interactive platforms. This dual strategy ensures that they can cater to a broad range of consumers while staying ahead of digital trends.
ALDORA's Beyond Mobile report makes it clear that the future of digital engagement lies in immersive experiences. As beauty, retail, and apparel brands continue to explore these new frontiers, they are not just adapting to changes in consumer behavior—they are actively shaping the future of brand interaction. By investing in immersive platforms and integrating them into their broader digital strategies, brands can position themselves as leaders in the next era of digital engagement.
Brands that embrace and innovate within immersive experiences will be the ones that thrive. Current success from first-movers indicate that the shift from mobile to immersive is not just a trend—it's a fundamental change in how brands connect with their consumers, offering new opportunities for those willing to invest in the future of digital engagement.