Archive - Oct 2010
October 21st
Aisle-by-aisle deal dispensing app
Shopkick is a location-based app that dispenses ‘kickbucks,’ or reward points for desired in-store actions. Utilising low-cost inaudible signals (vs. standard mobile GPS technology) the app serves up relevant offers as shoppers move from outside the store, to certain aisles – even inside dressing rooms.
Why it matters
Expect to see technology bridging the worlds of mobile and physical retail with even greater precision. How can your brand capitalize on this broader potential and begin influencing the consumers’ every in-store step?
Stores straight from an advert
A brand store for a major Dutch beer brand (Bavaria) where consumers can not only buy the latest new beer, but where they can also experience it in a setting that is identical to the TV commercial featuring Mickey Rourke.
Why it matters
Real-vertising is becoming a real trend. Settings and experiences showcased in advertising are being taken into real life so that people can put themselves right into the world created by an ad. Where does your advertising stop and your brand experience begin?
Fashion without a face
‘Patrizia Pepe – Milan’ has transformed its store into an advertising set where people can hide their faces in front of a professional photographer, just like in the real advertising campaign. The advertising always features its clothes with objects cleverly obscuring the identity of the wearer.
Why it matters
A brand that has no face allows everyone the potential to be its spokesperson. Is this part of a backlash to the use of celebrity and model endorsement of fashion brands? Is anonymity the new face of fashion?
