Remember the 'response devices' that newspaper advertisements used to carry those days to ensure that customers brought a clipping of the ad to the retailer to avail of the offers advertised? Yes, such response devices could be found not only on advertisements but also on the packaging of consumer products often calling for redeeming a 'cut portion' for a discount or a gift on the next purchase. Newsletters and magazines of retailers circulated to their loyal customers frequently carried response devices to ensure footfalls. At times the wrapper of a detergent soap could earn the customer a sizable discount on the next purchase of the brand, when returned to the retailer. All these including landline telephone calling efforts were effective consumer engagement tactics resorted to by retailers in the pre-digital era.
Times have changed a great deal since then and now we are in a digital era!
To reveal promotional secrets and special offers during their sale recently, Shoppers Stop designed and developed a special application. The app could be downloaded from Android/Apple Store / Google Play and installed in a smart phone or tablet. When one pointed the phone camera to the Shoppers Stop newspaper advertisement, the secret offers were revealed! The 'augmented reality' application brought to the screen 'hidden discounts' when pointed to the print ad in the newspaper that served as a marker. Garment racks were augmented on the screen. The customer could browse through the virtual shelves and flip through the finer details of each garment on an augmented display mode. The customer could also share images instantaneously on the social media to recommend to friends or to seek opinions before purchasing the items online.
Macy's recently used a web video series, known as "Wendy", a modern version of Peter Pan, to digitally promote the company's merchandise . Short episodes were presented with all the characters dressed in Macy's clothing. The magnetic digital entertainment content could reach the audience in a much larger measure than just gathering many 'likes' and each episode was reported to have generated views in the range between 85,000 and 200,000 besides a good number of 'shares'. The videos have not only driven large consumer interest but also have helped Macy's build a captive audience.
A compelling need for a time deprived consumer like me is to be able to see the entire store digitally and browse through all the merchandise I should be able to point my phone camera to the items I like on the screen and buy them instantaneously online rather than looking for an opportunity to point my phone camera to images in the newspaper advertisements! My friend who runs a few large factories and warehouses for his company's food products in remote locations, through an application has integrated his mobile phone and the factory CCTV surveillance equipment and he is able to see all his factory operations on his phone anytime from anywhere! Can I not then see/browse all the merchandise racks/planograms in the stores always, through augmented reality, flip, click, enjoy the revelation of offers and buy every item I like, online soon?
Times have changed a great deal since then and now we are in a digital era!
To reveal promotional secrets and special offers during their sale recently, Shoppers Stop designed and developed a special application. The app could be downloaded from Android/Apple Store / Google Play and installed in a smart phone or tablet. When one pointed the phone camera to the Shoppers Stop newspaper advertisement, the secret offers were revealed! The 'augmented reality' application brought to the screen 'hidden discounts' when pointed to the print ad in the newspaper that served as a marker. Garment racks were augmented on the screen. The customer could browse through the virtual shelves and flip through the finer details of each garment on an augmented display mode. The customer could also share images instantaneously on the social media to recommend to friends or to seek opinions before purchasing the items online.
Macy's recently used a web video series, known as "Wendy", a modern version of Peter Pan, to digitally promote the company's merchandise . Short episodes were presented with all the characters dressed in Macy's clothing. The magnetic digital entertainment content could reach the audience in a much larger measure than just gathering many 'likes' and each episode was reported to have generated views in the range between 85,000 and 200,000 besides a good number of 'shares'. The videos have not only driven large consumer interest but also have helped Macy's build a captive audience.
A compelling need for a time deprived consumer like me is to be able to see the entire store digitally and browse through all the merchandise I should be able to point my phone camera to the items I like on the screen and buy them instantaneously online rather than looking for an opportunity to point my phone camera to images in the newspaper advertisements! My friend who runs a few large factories and warehouses for his company's food products in remote locations, through an application has integrated his mobile phone and the factory CCTV surveillance equipment and he is able to see all his factory operations on his phone anytime from anywhere! Can I not then see/browse all the merchandise racks/planograms in the stores always, through augmented reality, flip, click, enjoy the revelation of offers and buy every item I like, online soon?
- Dr. Gibson G. Vedamani
Sir similar to the shoppers stop in Korea Tesco had come up with similar strategy in having virtual display in Railway station and platforms where they order over the phone and they get get it delivered which was done might be a year back or so...
ReplyDeleteThat is by using images with QR codes to be scanned by smart phones - a different online shopping initiative.
ReplyDeleteGreat article, sir, thank you for sharing the details about the Macy's Wendy series, I loved them.
ReplyDelete