Placemaking – the next big opportunity for marketers?

Guest Post by Kylie Boyd Placemaking is a relatively new term usually reserved for a mix of urban planning, urban design and community building skill sets applied to improve public space. So why should marketers take note of this emerging idea? It’s simple – your customers are rapidly changing where and how they live, and it creates a new opportunity for brands to become meaningful in this space.

 

Global populations are quickly gravitating toward urban centres. It’s predicted that by 2050, 70 per cent of the world’s population will be living in cities. This trend has raised the question: how will cities fit more people in them while still maintaining a high quality of life for all? Some suggest that while city landscapes will inevitably get denser, it’s the quality of public space, and the way we interact and move around within it that will define our quality of life and sense of community.

 

While 2050 is still a few years away, we’re already seeing the effects of a larger urban population closer to home.  Sydney is the most densely populated city in Australia, and an increasing number young people are choosing to travel via public transport, and 92 per cent of journeys around Sydney’s city centre are made on foot. There is a huge opportunity for brands to review how they engage the smartphone-carrying public as their travel habits change.

blogquote1

Marketing managers have been experimenting with branding in public space for the last few years, but the field is still in its infancy. For example, there are various retailers such as Tesco, Woolworths and Net-a-porter using QR and NFC technology to trial interactive shop fronts on streets and in stations, but it will be interesting to see how these trials evolve into a more functional idea.

 

Having a presence in the public space is not all about creating pop-up storefronts. Branding public transport has worked well for Citi Group who has created heightened brand awareness and possibly a new database of customers by partnering with NYC Bike Share to create Citi Bike. Or how about the interactive street sign developed by design studio Breakfast, which updates directions based on Twitter trends and check-ins? Brands collaborating with functional signage is a huge opportunity for brands wanting to communicate with street foot traffic in a much more useful way than traditional advertising.

 

So what’s next? Will we see Coke use it’s ‘happiness’ brand promise to help rejuvenate tired looking city streets? Will Apple partner with governments to produce more user-friendly communication for commuters? These conversations will need to focus on improving functionality and experience, rather than simply introducing branded surfaces, and be mediated by local councils & government, but there are a whole host of opportunities out there, and it’s exciting to see experiments starting to happen.

--

Kyliebp

Kylie is a marketing campaign officer who is passionate about the role of sustainability and culture within urban space.

 

 

Gamification Payments

"Gamification is the integration of game mechanics or game dynamics into a website, service, community, campaign, or application"- Wikipedia QuayPay can take this further and enable gamification as part of the payment experience. This provides incentive for engagement and grows sales and website views at the same time.

  • Reward engagement with points. "Share on facebook to win 10 points"
  • Accept these points with QuayPay. "Use your points to save 10% on this item"
  • Control the value of these points from the QuayPay dashboard.

Check out the video below to find out more.

 

https://vimeo.com/76015632

Run your in-store marketing like a blog. (Video Post)

VIDEO THUMB

Have you thought about how in-store content can help with your customer experience? In-store editorial allows you to feature products in a way that is much more engaging than traditional in-store advertising. Content is a discovery point for your brand that can lead to increased time in the store, repeat visits, incremental sales and a high conversion rate. The most important thing to remember is that in-store content should centre around mobile. Mounted displays/tablets are a great way to start the engagement but it should flow seamlessly into a mobile experience. Below is a simple example of how interactive content can flow to mobile engagement within fashion retail. This example includes a curated shopping cart based around a styled look. The fashion stylist becomes the shopping cart curator turning the payment process into a customer experience.

http://vimeo.com/71300581

 

 

Shop the Shoot- selling fashion with content

net-a1

Guest Post by Bianca Gregg In this ever-growing digital age, it is essential for fashion retailers to consider and enforce strong digital content strategies to enhance sales and presence with consumers. It is integral for all retailers to have engaging content that goes beyond the means of basic sale techniques by simply providing easy accessed product imagery as a sales attempt.

Consumers; repeat consumers for that matter demand and sought after a highly interactive service to fully engage them in the product that is being placed in front of them. Such service is specifically required throughout an online retail experience. It is essential to provide a targeted online platform to reach a broader audience as a retailer under every category; bricks and mortar boutiques, multi brand boutiques, labels, online only boutiques.

Net-A-Porter is one of the largest and most successful online retailers in the world to date. Net-A-Porter provide a bespoke experience for their customer which provides a platform to assist shoppers with their online journey by hand feeding the customers a curated ‘guest’ edit by celebrities/style icons/models/fashion editors, imagery shot to up-sell multiple products, editorial style shots, shop by trend and interactive imagery.

Net-A-Porter are one of the first retailers to create their own online magazine called ‘The Edit’, which engages a vast audience with the pulling power of icons such as the likes of Miranda Kerr. The most recent issue featuring Miranda Kerr is running in alignment with the models products being launched with Net-A-Porter this month. The platform of an online magazine allows site viewers to feel more involved with the products available via Net-A-Porter through interviews with designers, behind

[slideshow] [/slideshow]

Jasu is an example of an Australian e-commerce retailer that have achieved and adapted the successful method of integrating guest edits and a curated shopping experience. This has been created with a selection of top bloggers who each have huge followings. Working with bloggers and acclaimed models with a large social media following is a very effective method for retailers to ensure interesting topics on their social media, content for social media, trending patterns, increased SEO and directly receiving benefits from the chosen blogger/model database and platform.  Providing the customer with the exclusive pre-order experience can be highly successful for both the consumer and the retailer. This experience provides the customer with the need to place their order prior to the product hitting the floor or online in high demand.

This also works in providing the customer with the feeling of being on the pulse with the upcoming trends through trunk show shopping. High-end retailer Moda Operandi successfully achieves this. This not only quickly builds databases and a following but also guarantees return customers who want more exclusive and limited edition products. This process favours the retailer to work on a pre ordering system to pre-empt the popularity of pieces, to sell out before the stock is even dispatched or perhaps even before their order is placed if this is an option with a willing designer.

Brands like Rebecca Minkoff have created a bespoke experience for their customers with personalised editorial content that is constantly updated for the website.This exposes the customer to experience the quality of service provided by the label. With such interactive imagery, this illustrates to the customer exactly how the product wears taking it another step away from simple generic flat lay.

last

It is highly recommended to provide imagery of product on a model, multiple angles of the product and also the flat-lay imagery to click through. This prolongs the amount of time the customer spends on the site looking through each product, more than likely providing a better chance of committing to a purchase.

-Bianca Gregg --------

b1

Bianca Gregg is the co-founder and content production manager of OMGBEE.com. OMGBEE is a creative outlet for content professionals in the fashion and lifestyle industries. OMGBEE offer content strategy and production services to brands and labels.

Marks and Spencer create a digital ‘eBoutique’

retail1

This post origionally featured on 'Retail Innovation'  

M&S have opened their first store in Holland in the popular Kalverstraat district in Amsterdam. Within the store, customers can buy food but also explore the full range of clothing products on tabletops in the store and on digital screens.

A 9 panel videowall displays content using a new digital signage software solution, there is also digital signage on columns showcasing the latest fashion for the season in the form of catwalk videos. The stylish touch screen order points allow customers to browse the full catalogue and order for delivery to store or home. Staff are also on hand to assist customers through assisted ordering with iPads. The biggest innovation is the ‘virtual rail’ which allows customers to browse the life sized imagery of the hottest dresses and troussers on a 3 x 46″ touchscreen which imitates a real life clothing rail.

We’re extremely happy to be coming back to Holland in response to huge customer demand. We’re coming back in a new way because Holland is one of the most internet savvy countries in Europe,” said CEO Marc Bolland.

“We are therefore launching our new website – www.marksandspencer.nl – and a brand new e-Boutique as a first step towards rolling out a number of stores in the Netherlands.”

The Adaptive Retail Experience

PWC has published a number of papers on the topic of Adaptive retail experience. Their research shows that the consumer is expecting more from the retail experience Consumers are increasingly sophisticated, informed and will not wait for local service providers to catch up. - PWC

At QuayPay we try to make payments part of a uniform customer experience in both the online and physical retail space. We can achieve this by streamlining the payment process and providing flexible integration options.

The use of technology is vital to the successful operation of all businesses. Implementing robust, agile systems that are compatible with various business tools will assist in providing a seamless customer experience, while streamlining and simplifying business operations. Consolidation and integration are key to adopting a Consumer Adaptive Retailing model – enabling business to be flexible and fluid in their approach to retailing.- PWC

Below is a table published by PWC that summarises some of the key technologies in adaptive retailing. It is important to consider these in your retail strategy not just for marketing but for flexible transaction processes.

-Jon.

pwc snip