DTA will replace DTCThe explosion of DTC (direct-to-consumer) commerce, emerging 2016-2018 with the historic partnership of Shopify and Instagram, was the crescendo of last decade’s social media boom. Despite its benefits, social media fuelled DTC continues to suffer from high return rates and now saturated marketing channels.
This decade, DTC will evolve into DTA (direct-to-avatar), as virtual environments are used for customers to first interact with product.
Familiarisation with complex products virtually (in such metaverse environments) prevents unnecessary orders in the real world. A major cost save for brands, and environmentally beneficial regarding carbon footprint and post purchase disposal waste.
CATCHES x DTAAt CATCHES we use customer data to generate 3D user avatars. Our Genesis AI renders users with 100 personalised body metric data points. And infra-red and LiDAR capture technology enables hyper-realistic representations. Our representations are uniquely accurate to real life cm measurements.
Accurate 3D customer and item modelling allow us to create virtual environments and creative representations where users can interact with fashion before buying online.
DTRC (Direct-to-the-Right-Customer)When DTA is hyper realistic (1:1 will the real world, digital twin) it allows for precision marketing of individual items to global customers.
DTRC = Every item in a collection is marketed to a different set of customers, using AI.
Brands drop new products or release new collections and reach targeted customers around the world using a combination of size/fit and style preference data (that AI uses to find the customers most likely to engage). Targeted customers are notified by in-app or via WhatsApp, can see exactly how the item will fit, and can purchase effortlessly. When clothes are precision marketed to customers, the need for marketing spend is 0, and purchase accuracy is increased (meaning lower returns).
