While we don’t feel we’ve got the monopoly on new ideas, we do try pretty hard to be innovative when customers are looking for something fresh and exciting. Take a recent brief for a greeting card display as an example. The customer wants something edgy, different and a stand-out solution. We’ve pitched a couple of ideas and thought we’d share three inspiring examples we uncovered during our research. All technology reliant, thought-provoking and just plain cool;
1. Bringing the shop floor to the pavement
You’d expect Harrods to showcase some pretty innovative retail stuff, well how about this…
Using printed vinyl lenticulars (a bit like a hologram) and stickers, they created 15 large, window displays to promote a new Polo Ralph Lauren collection for women. When scanned with a smartphone, the NFC Proxma technology used activated an interactive map of the area where the clothing was located in-store and generated a link to a mobile site for instant purchase, resulting in sales even while the store was closed.
15% of engaging consumers went on to buy, with most interaction taking place between 3-4pm.
Virtually endless. NFC is becoming mainstream and pre-installed on most newer smartphones. Anywhere and anything that could be printed on could be made interactive using this technology -Cancer Research has been using a similar approach for passers-by to donate cash. But think also bin ends, display stands and counters, locked/secure display cabinets for high value items, etc. Perfect for up-selling and cross-selling suggestions too.
2. Shelving an idea
Harrods’ neighbour and oft-time competitor Harvey Nichols has also had success with NFC. This time using CloudTags technology and shelf tags to offer additional value and content to its discerning shoppers. The tags let the scanning shopper know the sort of content they would get which included, for example, a Pinterest board with images of the item “in action” or video of it being used.
Shopping alone with a store-provided tablet, or with a member of the Harvey Nichols team, potential customers were able to save their scanned items by registering an email address.
16% of all shoppers engaged with the experience. 7% submitted an email address while 18% of those took further action after receiving an email.
As with the Harrods example above, pretty much limitless but shelving and racking, display cabinets, leaflet displays, dispensers, ticketing and even mannequins are all ripe for similar.
3. Pick Up Lines
Consumer research bears out that “touching a product makes a consumer 40% to 60% more likely to purchase it” and shoppers in Kate Spade’s New York store were given reason to do just that. Using Perch which “acts as a dynamic product spotlight, grabbing customers’ attention with animations, sound, and rich, experiential media” a unit was suspended from the ceiling above a display. An optical sensor inside it detected when a product was picked up or a customer touched it. This responded in real time, projecting animated images and other content (style tips, games, video, etc.) onto the surface below.
An immersive experience for shoppers and a true differentiator between Kate Spade and its competitors, using Perch the retailer was able to “combine the benefits of online shopping with the advantages of traditional retail to create an entirely unique and engaging experience for the customer.”
Best used for tactile, 3-dimensional items that encourage interaction, this kind of display technology is perfect for products where “selling the dream” is a factor. Fashion and luxury brands, as well as aspirational high-ticket items that consumers are keen to handle and touch.
Whoever it was that said “there’s no such thing as a new idea” wouldn’t have made his living in today’s innovative retail world!