“Revolutionizing Retail: The Future of Shoppable TV, Custom Beauty Experiences, and Innovative Smart Glasses”

This year’s Consumer Electronics Show (CES) showcased numerous advancements aimed at merchants and the swiftly developing realm of retail media.

From advancements in shoppable television to the growing utilization of AI, here are some key retail offerings spotted at CES 2025.

Shoppable TV

As merchants increasingly experiment with shoppable advertisements on television, several leading hardware manufacturers unveiled products at CES to broaden the retail media experience for consumers.

• 62.7% of American consumers find new brands or products through television, and more than a third (38.7%) researched online to consider purchasing something they viewed on TV, according to a September 2024 EMARKETER survey conducted alongside Shopsense AI.
• More than half (53.8%) of consumers indicated they are at least somewhat likely to shop in a digital marketplace featuring items displayed on a television program.
• We estimate that there will be 79.5 million shoppable media purchasers in the US this year, reflecting a 4.0% increase from 2024.

TheTake, a startup concentrating on the convergence of AI and television, collaborated with LG and media networks to unveil a new capability for LG’s latest webOS smart TVs at CES. The “click to search” feature enables users to select items on screen using the LG remote and shop products utilizing LG’s webOS Pay functionality.

“By merging our real-time shopping technology with LG’s inventive Magic Remote, we’re simplifying the process for viewers to incorporate the products they adore into their lives,” stated Tyler Cooper, CEO of TheTake, in a press announcement.

TheTake also joined forces with Samsung to introduce new shoppable television features, including enabling viewers to shop for trending products found in shows streamed on Samsung TVs.

Personalized beauty

After we (accurately) foreseen that hyper-personalized beauty would surface as a trend in 2024, it appears it will persist into 2025.

At CES, L’Oréal introduced a hardware device, the L’Oréal Cell BioPrint, which it asserts can provide a personalized skin analysis in mere minutes.

L’Oréal claims that the Cell BioPrint Skin’s evaluation offers the user a biological age of their skin, an analysis of how skincare ingredients respond, and guidance on whether to proactively manage their personal skincare regimen. The Verge states that L’Oréal is aiming the device at merchants, dermatology clinics, and skincare establishments, with plans to eventually release it as an at-home device.

The significance of personalization has heightened among beauty brands and retailers as a means to engage more profoundly with individuals at scale, and many have trialed AI toward this goal.

• Last year, Nordstrom integrated AI functionalities into its mobile application, linking user habits and preferences with products. Furthermore, Ulta Beauty collaborated with Adobe to establish automated, real-time personalization.
• 21.3% of all US cosmetics and beauty retail sales will occur through ecommerce in 2025, based on our forecast from October 2024.

Smart glasses

Smart glasses were a prevailing trend at this year’s CES, outpacing other wearable devices like smart rings.

The numerous devices showcased this year ranged from live translation to augmented reality displays to capturing images/videos. However, as technology and adoption advance, this wearable tech has the potential to play an outsized role in retail media.

“I foresee that new mobile devices [like smart glasses] will become increasingly vital for commerce specifically,” stated our analyst Yory Wurmser in an episode of the “Behind the Numbers” podcast. “As these become more developed, and as you begin receiving options on screens, and as the cameras enable you to recognize real-world objects, it evolves into a much more intuitive method for visual searches and direct purchasing. Therefore, I can envision that truly taking off, although there are still technological advances required for that to happen. But I believe they are imminent.”

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