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Woman grocery shopping with her child: Innovative brands like Amazon are embracing new ideas like Amazon Go.

Innovative Brands Are Shaking Things Up for 2017 and Beyond

January 4th, 2017   ||    by Callie Wheeler

The New Year promises to be full of innovative brands doing what they do best: innovating. Whether you use a ride-sharing app on the way to the airport, record your makeover in a “smart mirror,” or ask Alexa to add parsnips to your grocery list, we encounter these brands’ disruptions every day. Let’s take a look at how these brands are making our lives easier.


The sharing economy is possible thanks to a whole host of innovative brands, but two of its most recognizable are Airbnb and Uber. Both brands simplified the sharing economy concept by connecting users with providers through intuitive apps and third-party support for transactions. By providing users with the ability to find a place to stay or a ride, Airbnb and Uber tapped into markets with great potential that were previously only offering outdated solutions. Connecting users directly reduces costs and puts the user in control, flipping traditional models on their heads.


Innovation in the television industry is nowhere better demonstrated than with programmatic TV. Programmatic is expected to account for six percent of television ad spending by 2018, representing a whopping $264 million. The innovative technology prioritizes audience targeting and data while streamlining the purchase process and providing advertisers greater insight into their purchases. Videa’s president, Shereta Williams, sees addressability growing in 2017, bringing greater data for brands and simplified delivery.


Amazon’s latest innovation was a surprising reversal of expectations—the online retail giant opened a physical grocery store called Amazon Go. CNN detailed the brand’s disruptive idea, all tied to an app that shares the store’s name. Customers check in with the app, then shop and leave. Using deep learning and cameras, Amazon says it can tie the items to each customer’s account without anyone ever having to wait in a checkout line.

Though it may seem strange for the online brand to open a store, about 69 percent of Americans have looked at items online before purchasing in-store, a practice known as webrooming.

Luxury retailer Neiman Marcus debuted its second smart technology this past holiday season: Memory Makeover mirrors. Like the smart mirrors the store debuted for its clothing departments, these mirrors personalize the cosmetic shopping experience for Neiman Marcus customers. WWD described the mirrors as a tool to help customers recreate makeup looks done in the store, as the mirrors record sessions and create videos for customers to reference later.

These innovative brands are pushing their industries to embrace efficiency, personalization, and user-centric practices, all of which benefit the consumer. The future looks bright for brands that are willing to take risks and make smart changes.

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