Stores & Spaces (159)
Mirror mirror on the street...
At Bloomingdale’s in New York City, passers-by can try sunglasses virtually right from the street. The store has set-up an LCD monitor in its shop window with an interactive display. Shoppers simply need to align their faces and eyes to circles on the screen to see what they would look like with certain pairs of eyewear.
If the shopper finds a pair of sunglasses they like, they simply click ‘print’ which sends a picture of themselves wearing the glasses to the ‘Sunglass Style Bar’. A salesperson will be waiting to help them try on - and hopefully sell - the real sunglasses.
Why it matters
Bloomingdales has developed a nice interactive product to attract potential customers that would have perhaps never bothered setting foot in the store. It also allows the customer to see what they would look like without having any pressure from a salesperson to buy the product. As more and more shoppers go online to make purchases, is this the kind of customer engagement needed to woo shoppers back in stores?
All Russian cities held a weekend long event called “Museum night ” where museums were open all night long with free entrance. This year even city zoos has joined in the event and people are trying to mass visit up to 4-5 museums in one night. Many of them do not usually or ever go to museums.
What color of wallpaper should be shown behind a sofa on a furniture retailer’s website? Well, according to research, the color green makes consumers more sensitive to price, while blue wallpaper makes consumers more sensitive to comfort. We’ve had years to refine in-store marketing techniques; from layout and displays, to lighting, sounds - even the smells that make us want to buy. Now, the brain research behind in-store marketing has found a place online, and neuromarketing firms that specialize in how we choose what to click are seeing big business. Research also found that when consumers compared two items, they opted for the less expensive option. But when a third, more expensive item was shown on the page, consumers increased the amount they were willing to spend.