The technological world can be a scary place, but with digitally literate consumers demanding more, it’s becoming increasingly important to play the game in order to stay relevant. It’s not enough of a draw to have beautifully merchandised windows anymore. Twenty-First Century media-savvy consumers don’t care about mannequins; they want to be appreciated, enchanted and engaged before they become brand loyal.
Sales have become stagnant. In order to catch the eye of Millennials and Gen I – who both expect you to bring something other than your product to the table – excite them by looking at the road to POS as an immersive journey. As a general rule, these examples make the road to purchase more engaging, expanding the traditional thinking around bricks and mortar and instead focus on the story and experience rather than just the product itself.
So here are my top five next-generation experiential environments…
Nicopanda Ho Ho Ho
Nicopanda Ho Ho Ho was a pop-up shop (launched in December 2013) curated by Nicola Formichetti, fashion director of Vogue Hommes Japan, founder of Rico the Zombie, saviour of Theirry Mugler and creator of Lady Gaga’s infamous ‘meat dress’ to name a few. The space was known for giving alternative artists a face and a space in mainstream media by means of launching pop-up shops around the world that bring immersive to the next level. By putting a time limit on the experience (2 weeks) and because of Nicola’s tastemaker reputation, people flocked from far and wide to unite in celebration of creativity (and to buy $60 t-shirts).
Bing x Jay-Z
Bing x Jay-Z launched an interactive game experience that put every page of his autobiography in a different location, based on the content of the page. Bing enabled fans to discover the book in real-world locations and try to be the first player to compile it before it was launched.
Hijack by Meat Pack
Using GPS tracking technology, Hijack by Meat Pack were able to recognize sneaker-heads entering a nearby competitor store and then trigger a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and decreased by a percentage with each second that went by. The countdown discount sent people hurrying towards Meat Pack’s store to make the countdown stop. The faster they reached the store, the better the deal they got.
Hointer uses near field communication in-store, so that shoppers can add clothes to their change room with only a swipe, whilst removing garments from their virtual enabled change-room by slotting them down the provided shoot. And because the price shows up on your phone, the more you shop, the more you are able to save.
Uniqlo ‘Magic Mirror’
Uniqlo ‘Magic Mirror’ allows shoppers to try on garments and stepping in front to navigate colour ranges though a touch screen. It prompts them to select other hues and projects the modified reflection back to them. This virtual dressing room uses Kinect’s colour-changing engine and a half-mirror touch panel to achieve its magic.
Blog written by Rachel.