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Augmented Reality Is Changing How We Shop

augmented reality

Augmented Reality Is Changing How We Shop

Consumer shopping habits and preferences are rapidly evolving—and it can be hard for e-commerce marketers to plan when they can’t anticipate the next major change. In a market defined by uncertainty, business intelligence has become essential to monitoring trends and making better business decisions. And right now, one of the key drivers to watch is the rise of augmented reality (AR)—and how it will influence consumer purchases.

Gone are the days of having to wait for an online order to arrive to see exactly how it will fit in your home or look on your face. AR, or augmented reality, is allowing e-commerce platforms to give their customers a more immersive shopping experience by showing how new furniture will look in a room, or how their new makeup can look once it’s applied. AR is gaining traction quickly: it was used by over 100 million shoppers in 2021, and it’s predicted to grow even more in years to come. By 2025, more than 75% of smartphone users will be frequent AR users. Right now, we’re in the early days, and the impact of a technology like this can be a game changer for e-commerce marketers looking to deliver immersive, engaging customer experiences.

How do you incorporate AR? What’s meaningful to your customers? What are your competitors doing? These are key questions to consider in shaping strategy, and it’s essential to leverage business intelligence for your planning and decision-making. Line Item can provide this insight into what is and what isn’t working for your business’s e-commerce; it can also help you monitor and evaluate emerging trends in your market so you can make more informed, strategic decisions. This includes information at the product attribute level as well as insight into your SEO and campaign performance and much more—all via a single, powerful platform purpose-built for CPG and e-commerce.


New technology shapes the shopper experience

How does AR work? AR takes the image captured on a device’s camera and imposes an image or effect over it. It’s a powerful tool to overcome one of the biggest friction points (and risks) of online shopping: the dreaded “not as described.” About 30% of all products bought online are returned (compared to an approximate 9% return rate for brick-and-mortar purchases), with 22% of those returns attributed to the product looking different than described. A customer’s ability to have greater confidence in a product before purchasing can help curb those return rates.

Brands like Ikea are utilizing AR to show shoppers what a product will look like in their homes. A shopper considering buying a new piece of furniture could use their phone’s camera to view the area where they plan to place the furniture, and the AR technology would place a 3D model of the furniture into the landscape, providing views from multiple angles.

AR, of course, is not limited to furniture. According to Shopify, Bumbleride, a stroller company, and Gunner Kennels have both been using AR to allow potential customers to see how much space the product will occupy in their home or on the sidewalk, and if their dog will fit in a specific crate. This allows shoppers to get a deeper feeling for how a product will look or function once they have it, giving them more purchase confidence. And it translates to better business performance: Bumbleride and Gunner Kennels reported 33% and 40% increases in order conversion rates, respectively.

AR can also work for CPG brands. Cosmetic heavyweight Sephora is implementing a “Virtual Artist” feature to layer the appearance of makeup over the face of a potential buyer (similar to a filter on social media apps). The buyer can sample different makeups quickly without ever having to go into a brick-and-mortar store. AR will give consumers new avenues to explore products—upping the ante for e-commerce brands. According to Shopify product lead Ryan Smith, AR functions in e-commerce “will be ubiquitous by 2023.”

Staying on top of trends

How could AR strengthen your e-commerce strategy or enhance customer experience? What competitors in your category are already implementing it? Staying on top of trends in a dynamic market with rapid shifts in consumer preferences is challenging; powerful business intelligence enabled by Line Item makes it easier.

AR isn’t the only trend to watch. Are there any new competitors out there, undercutting your pricing or appearing first in search results? What product attributes are driving value? Line Item provides better business intelligence to answer questions like these. Through its proprietary AI engine, which calculates attributes for style, form, packaging, flavor and much more, Line Item can help you analyze what’s really motivating preferences and purchases.

Line Item also helps to ensure accuracy and consistency in product descriptions and images, which can affect search engine rankings and page one results. Line Item can identify if your items are overpriced or if your promotions are working.

In a constantly evolving marketplace, understanding what is working for you—and your competitors—can help you make strategic changes and execute smarter strategies for more successful e-commerce. It all starts with better business intelligence. This makes Line Item your lifeline to more profitable ecommerce.

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Ironbridge Software was founded in 1989 by Mike Dickenson. Mike’s unparalleled expertise and passion for technology led him to create the first-ever analytical solution for the Consumer Packaged Goods Industry.

ports

BEHOLD, IT’S AMERICA’S TOP 50 POWER PORTS

Some ports excel in imports, some in exports, others in domestic trade and still more in international trade. America’s Top 50 Power Ports are the highest ranked in total trade, however.

 

Based on their U.S. port ranking by cargo volume in 2018, the fabulous fifty are:

1. South Louisiana, LA

Total tons: 275,512,500

Stretching 54 miles along the Mississippi River, South Louisiana is the largest tonnage port district in the western hemisphere.

2. Houston, TX

Total tons: 268,930,047

Handling about 70 percent of all the container cargo through the Gulf of Mexico coast, the Houston channel serves nearly as many calls as Los Angeles, Long Beach and New York/New Jersey combined.

3. New York/New Jersey

Total tons: 140,281,992

The gateway to one of the most concentrated consumer markets in North America, the Port of New York and New Jersey is the largest on the East Coast.

4. Beaumont, TX

Total tons: 100,244,231

The world-class intermodal transportation facility is served by three class one rail carriers, located within two miles of Interstate 10, and situated on a deep-water channel with a 40-foot draft.

5. Corpus Christi, TX

Total tons: 93,468,323

Positioned on the western Gulf of Mexico with a 36-mile, 47 foot (MLLW) deep channel, the port is a major gateway to international and domestic maritime commerce, with railroad and highway network connectivity via three class one rail carriers and two major interstate highways.

6. New Orleans, LA

Total Tons: 93,332,543

A modern multimodal gateway for global commerce, the port’s competitive edge comes from an ability to deliver seamless, integrated logistics solutions between river, rail and road.

7. Long Beach, CA

Total tons: 86,536,154

The second-busiest container seaport in the U.S. is the premier American gateway for trans-Pacific trade and a trailblazer in innovative goods movement, safety, environmental stewardship and sustainability.

8. Baton Rouge, LA

Total tons: 82,234,811

Strategically located on the Mississippi River, the Port of Greater Baton Rouge is a major driver of the state’s economy, ranking among the U.S. top ports in total tonnage.

9. Hampton Roads, VA

Total tons: 71,774,349

The Port of Virginia’s network of terminals can process more than 4 million containers on an annual basis, serving ultra-large containers vessels arriving from across the Atlantic, inland barge service traveling up the James River as well as rail as the No. 1 in volume on the East Coast.

10. Los Angeles, CA

Total tons: 67,806,137

Billed as “America’s Port” (it’s registered!), the nation’s premier gateway for international commerce is the busiest seaport in the Western Hemisphere, handling diverse commodities from avocado to zinc.

11. Mobile, LA

Total tons: 58,635,622

Alabama’s only seaport to ensure economies of scale and competitive rates for mining, manufacturing, agribusiness and retail/distribution shippers, Mobile just watched the ink dry on a pact that will modernize facilities and deepen and widen the shipping channel.

12. Lake Charles, LA

Total tons: 56,908,344

The deepwater seaport on the Calcasieu Ship Channel, north of the U.S. Gulf Coast, opened in 1926 and today is the 12th-busiest port district in the nation, based on tonnage, as ranked by the U.S. Army Corps of Engineers.

13. Plaquemines, LA

Total tons: 56,850,137

Located at the mouth of the Mississippi River on the Gulf of Mexico, the Port of Plaquemines is about 20 miles south of New Orleans.

14. Baltimore, MD

Total tons: 44,778,259

The Helen Delich Bentley Port of Baltimore handled a new record of 43.6 million tons of cargo in 2019, including more than 11 million tons of general cargo at the state-owned public terminals for the first time ever. The number of vehicles (857,890) topped all  U.S. ports for the ninth straight year.

15. Texas City, TX

Total tons: 42,682,311

The privately-owned port, whose shareholders include Union Pacific Railroad and BNSF Railway, is the 15th largest port in the country and fourth-largest in Texas.

16. Savannah, GA

Total tons: 41,273,947

Savannah joins fellow deepwater port Brunswick and inland terminals in Chatsworth, Bainbridge and Columbus to serve as Georgia’s gateway to the world, especially for raw materials and finished products bound for, well, all over the globe.

17. Port Arthur, TX

Total tons: 39,851,706

The ultimate direct transfer facility for international cargo shipping is positioned on the Gulf of Mexico, where it competitively handles any type of commodity.

18. Cincinnati, OH-Northern Kentucky

Total tons: 38,534,187

Part of the Ohio-Mississippi River Waterway on the banks of the Ohio River, the port is at the center of a large metropolitan area that occupies parts of Ohio, Indiana and Kentucky.

19. Louis, MO/IL

Total tons: 37,426,710

The Port of Metropolitan St. Louis is 70 miles long, situated on both sides of the Mississippi River, and is the 19th largest U.S. port according to the 2018 US Army Corps data. The northernmost ice- and lock-free port on the Mississippi, the port is served by six class one rail carriers, seven Interstates and two international airports.

20. Duluth-Superior, MN/WI

Total tons: 35,102,200

Long known as the Great Lakes “bulk cargo capital,” the port accommodates the maritime transportation needs of a wide range of industries, ranging from agriculture, forestry, mining and manufacturing to construction, power generation and passenger cruising.

21. Huntington – Tristate

Total tons: 34,245,342

Centered on the Ohio River in Huntington, the Port of Huntington Tri-State is the largest inland port in the U.S. and the largest river port in West Virginia.

22. Tampa, FL

Total tons: 31,006,487

Serving container ships, tank ships and cruise lines, Port Tampa Bay is the largest port in Florida and only 25 sea miles from the Gulf of Mexico.

23. Pascagoula, MS

Total tons: 27,358,043

The deepwater port on the southeastern coast of Mississippi consistently ranks in the top tier of ports in the nation related to foreign trade. Primary exports include frozen foods, general cargo, grains, machinery, forest products, fertilizer and petroleum products.

24. Richmond, CA

Total tons: 27,255,061

With its roots in petroleum and liquid bulk cargos, Richmond has expanded its dry bulk, breakbulk and containerized cargo handling capabilities and has increased its automobile processing facilities. Today, Richmond ranks No. 1 in liquid bulk and automobile tonnage among ports on San Francisco Bay.

25. Philadelphia, PA

Total tons: 26,656,373

Located on the Delaware River in Philadelphia, the port’s publicly owned marine terminals are managed by the Philadelphia Regional Port Authority (a.k.a. PhilaPort, an agency of the Commonwealth of Pennsylvania that is responsible for six other ports that combined create one of the largest shipping areas of the country.

26. Seattle, WA

Total tons: 26,046,093

The port keeps Washington state connected through aviation, maritime, logistics, trade and travel services. Its scope includes Seattle-Tacoma International Airport (Sea-Tac), and in 2014 an alliance was formed between the ports of Seattle and Tacoma.

27. Valdez, AK

Total tons: 25,807,750

Valdez is a fishing port, both for commercial and sport fishing, but freight also moves through bound for the interior of Alaska. Valdez is connected to the inland by the Richardson Highway, while also serving as a port of call in the Alaska Marine Highway ferry system.

28. Freeport, TX

Total tons: 25,446,078

Billed as one of the most accessible Texas ports “by land and by sea,” Port Freeport is administered as an independent governmental body authorized by an act of the Texas Legislature in 1925. Located about 60 miles south of Houston, the port is accessible via state highway 36, and highway 288.

29. Port Everglades, FL

Total tons: 25,022,351

Port Everglades is one of Broward County’s leading economic engines, generating nearly $32 billion in economic activity annually while supporting 13,000 local jobs for people who work at the Port and for companies that provide direct services.

30. Charleston, SC

Total tons: 24,822,636

The South Carolina seaport’s facilities span three municipalities—Charleston, North Charleston and Mount Pleasant—with five public terminals handling containers, motor vehicles and other rolling stock, non-containerized goods and project cargo. Privately owned and operated facilities at the port handle bulk commodities such as coal, steel and petroleum.

31. Portland, OR

Total tons: 23,228,424

‪Oregon’s largest port ships more than 11 million tons of cargo a year, including grain, minerals, forest products, and autos. The port partners with the region’s businesses and shippers to develop custom shipping solutions that deliver results.

32. Tacoma, WA

Total tons: 22,849,184

Seattle’s Northwest Seaport Alliance partner jointly manages marine cargo operations to strengthen the Puget Sound gateway. Tacoma is strategically located in the northwest corner of the U.S., where the focus is on efficiency, reliability, and customer service.

33. Pittsburgh, PA

Total tons: 21,567,015

The port spans a 12-county area, encompassing essentially all 200 miles of commercially navigable waterways in southwestern Pennsylvania, including the three major rivers in this region: the Allegheny, the Monongahela, and the Ohio.

34. Oakland, CA

Total tons: 19,373,876

The first major port on the Pacific coast to build terminals for container ships, Oakland went on in 2002 to develop an intermodal container handling system to handle a high volume of cargo.

35. Jacksonville, FL

Total tons: 17,999,036

JAXPORT is a global gateway to the nation’s third-largest state, serving dozens of ocean carriers and offering competitive transit times to 140 ports in more than 70 countries. JAXPORT boasts of 100 trucking firms and 40 daily trains via two class one rail carriers and a regional rail line.

36. Two Harbors, MN

Total tons: 17,208,207

You will mostly see “lakers” (ships that travel within the Great Lakes) in Twin Harbors’ Agate Bay, but more and more there are also ocean-going vessels arriving to load iron ore that was delivered by rail from mines in northern Minnesota.

37. Chicago, IL

Total tons: 16,866,792

Located on the Chicago River on Lake Michigan, the port has a rich history as a center of commercial shipping, with fur traders choosing it as a distribution point for their products. Operated by the Illinois International Port District, Chicago consists of various port facilities, including a terminal with 100 acres of warehouses and facilities.

38. Boston, MA

Total tons: 16,163,552

The major seaport in Boston Harbor and adjacent to the City of Boston is the largest port in Massachusetts as well as one of the principal ports on the East Coast. Most cargo handling facilities are in the Boston neighborhoods of Charlestown, East Boston, South Boston and in the neighboring city of Everett.

39. Paulsboro, NJ

Total tons: 16,121,201

The Paulsboro Marine Terminal, the first major port to be constructed on the Delaware River in more than 50 years, has processed more than 4 million tons of imported steel slabs since it opened in 2017. The second phase of construction is scheduled for completion in 2021. At full build-out, the new facility will feature three berths on the river and a barge berth on Mantua Creek.

40. Kalama, WA

Total tons: 15,796,458

Sitting on the Columbia River in Southwest Washington, immediately off of Interstate 5, the port is just 30 miles northwest of Portland and 120 miles south of Seattle. Kalama’s industrial area includes five miles of riverfront property adjacent to the river’s 43-foot, federally maintained deep-draft navigation channel.

41. Honolulu, HI

Total tons: 15,181,890

The gateway to Hawaii is less than 2 miles from the major steamship lines and carriers. The 3-acre Honolulu Freight Service terminal services all domestic and international inbound cargo, utilizing a 60,000-square-foot facility with 14 dock high doors, ramp access and conveniently located on North Nimitz Highway.

42. Detroit, MI

Total tons: 14,837,762

Located along the west side of the Detroit River, Michigan’s largest seaport consists of multiple marine terminals handling general, liquid, and bulk cargo as well as passengers. The Port of Detroit’s single most valuable commodity is steel, and the largest commodity handled by tonnage is ore. Other important commodities handled at the port include stone, coal, and cement.

43. Longview, WA

Total tons: 13,738,906

Operating since 1921, the port has eight marine terminals and waterfront industrial property spanning 835 acres on the deep-draft Columbia River, 66 miles from the Pacific Ocean in southwest Washington state.

44. Marcus Hook, PA

Total tons: 12,205,883

The Delaware Bay seaport has an anchorage depth of 11 to 12.2 meters, a cargo pier depth of 9.4 to 10 meters, and an oil terminal depth of 11 to 12.2 meters.

45. Indiana Harbor, IN

Total tons: 11,910,541

July 17, 2020, marked the 50th anniversary of the grand opening of the Port of Indiana-Burns Harbor, the beginning of an organization that connects America’s heartland to the world and provides a stimulus to the state’s economy.

46. Cleveland, OH

Total tons: 11,778,910

One of the largest ports on the Great Lakes, the port is responsible for more than 20,000 jobs and $3.5 billion in annual economic activity. The Port of Cleveland is the only local government agency whose sole mission is to spur job creation and economic vitality in Cuyahoga County.

47. San Juan, PR

Total tons: 11,737,059

The port’s cargo facilities are located on the southern portion of San Juan Bay. At least eight cargo terminals–five in the Puerto Nuevo district and the rest in neighboring Guaynabo—have immediate access to Puerto Rico’s vast expressway system and several major local routes.

48. Memphis, TN

Total tons: 11,055,740

The “International” Port of Memphis the second-largest inland port on the shallow draft portion of the Mississippi River, and the fifth largest inland port in the nation.

49. Anacortes, WA

Total tons: 11,038,886

One of only eight deepwater ports in Washington state, Anacortes can accommodate Panamax vessels with additional dredging. The port—which was ranked 49th among U.S. ports and fifth among Washington ports in total trade by cargo tonnage during 2016—is known for its diverse, highly skilled maritime sector workforce.

50. Vancouver, WA

Total tons: 10,527,470

One of the major ports on the Pacific Coast, Vancouver (of Washington, not British Columbia) boasts as competitive strengths available land, versatile cargo handling capabilities, vast transportation networks, a skilled labor force and an exceptional level of service to its customers and community.