YouTube

In many ways, 2015 marked the year the customer truly took over. Retailers recognized that constant connectivity and increasingly sophisticated consumer devices have created an environment where customers decide what they want, when and how they want it, and then choose the retailer who can best meet their needs.

In this environment, retailers scrambled to engage customers in a more personalized and direct way than ever before. Here are the top three customer engagement trends of 2015.

On the Go

Retailers and brands are increasingly going on YouTube and posting “unboxing” videos of happy customers opening products and then examining and celebrating their features and functions for the camera, says the New York Times. [New York Times]

Walmart has kicked off one of its most omnichannel marketing campaigns ever with its Holiday Sing to Salute Military Families.

The nationwide campaign encourages the public to sing a portion of a classic holiday song while capturing it on video, and then post the video on social media channels to show support for members of the military and their families.

A department store and a beauty specialty retailer have the best momentum in social media going into the holiday season. Meanwhile, an online giant is losing steam.

Specialty apparel retailer New York & Company is targeting social media-savvy young women with a new promotional campaign that brings jeans into the digital realm.

New York & Company is promoting its new line of Soho jeans with a rich media campaign featuring American Idol alum Jennifer Hudson. Through the trends section of its main e-commerce site (avoiding any content silos), New York & Company displays images of Hudson that can bring the customer directly to a product page for purchase.

Neiman Marcus is taking the capabilities of its digital lookbooks to a whole new level.

Neiman Marcus has deployed the Zmags Creator rich media marketing platform to design and publish shoppable lookbooks on its e-commerce site. The retailer’s more than 150 annual lookbooks serve as the primary way to highlight designer merchandise on its site.

Two new offerings from Pinterest make the visually-oriented social media platform even more accessible for e-commerce.

First, Pinterest is launching a new feature called Pinterest Shop. Every day, Pinterest will offer what it calls “hand-picked” product selections. The curated assortments will include products from major retailers like Bloomingdale’s and Nordstrom, as well as from smaller boutique retailers.

Pinterest will roll out Pinterest Shop for desktop and mobile in the next couple of weeks.

Although social commerce is still relatively new, it appears to be quickly gaining acceptance with consumers.

According to a new survey of more than 1,500 U.S. consumers from Citi Retail Services, social commerce, or the concept of using social media to drive sales, is evolving and growing at a faster pace than all other online channels. And shoppers are buying in.