Innovative Ad Campaign for the Launch of GAP’s 1969 Denim Brand

Posted on 1 CommentPosted in Advertising, Customer Activation, Digital & Interactive

GAP, the USA’s largest clothing chain, has developed an innovative campaign to launch ‘GAP 1969′ – a brand dedicated to denim. Their strategy is clear, by building a sub brand around denim (which is a corner stone line) they have the ability to build design credibility in a faster and more focussed way, without being […]

Tesco Takes the Store to the Subway

Posted on 1 CommentPosted in Advertising, Customer Activation, Digital & Interactive, Retail Marketing

This is perhaps the most impressive example of multi-channel retail I’ve seen. Rather than driving customers to the store, Tesco’s Korean operation (which operates under the Home Plus brand) took the store to customers. They installed signs in subway stations that perfectly represented the stock laden shelves you would expect to see in store. Customers […]

The Fun Theory – Changing People’s Behaviour

Posted on Leave a commentPosted in Brand Strategy, Consumer Trends, Customer Activation

This is a wonderful social experiment from VW, which retailers can learn a lot from. At the heart of any retailer’s customer acquistion strategy is the need to change customer behaviour. The shopper needs to be enticed out of their existing routine and pursuaded to engage in a new retail experience. And they need to […]

Starbucks Launches Content Rich Site to Drive Traffic In-Store

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Starbucks has teamed up with digital partners like Yahoo, The Wall Street Journal, The New York Times, iTunes, Linked In and Foursquare to deliver a content rich online experience that is only available through Starbucks’ WiFi networks in-store. While in-store, customers can read content from news providers that would normally need to be paid for. […]

UNIQLO Goes Social to Launch New eCommerce Store

Posted on 1 CommentPosted in Advertising, Customer Activation, Digital & Interactive

Japanese based fashion retailer, UNIQLO, used a two pronged social media strategy for the launch of their UK eCommerce site. Stage 1 was a pre-launch campaign that used Twitter to build awareness of the new online store. Called ‘Lucky Counter’, customers were invited to Tweet about selected products to receive discounts on those products. The […]

H&M Co-Create with Consumers to Stay Ahead of the Competition

Posted on Leave a commentPosted in Customer Activation, Digital & Interactive, Retail Trends

Co-creating product with consumers is a key trend in New Retail. And here’s an interesting case study from fast fashion retailer H&M. Customers are encouraged to photograph examples of fashion items they find and like during their day and upload them to the H&M Facebook site. There, customers can review the ‘hunted’ items and vote […]

Whole Foods Launches Second iPhone App

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Following the success of their recipe iPhone app, Whole Foods is at it again with a second app specifically designed to change shopper behaviour for the better. By undertaking a series of ‘missions’, customers can earn brag-worthy titles which get posted on their Face Book and Twitter profiles like ‘The Incredible Bulk’ (amplifying the shopper’s […]

When “Sale” Gets Stale

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It used to be that the most powerful four-letter word in a retailer’s armoury was “Sale”. And while the tactic is definitely not dead, the abuse and overuse of the term “Sale” has certainly blunted its effect. Department stores are particular culprits, starting the traditional mid-year sales ever-earlier, running sale events longer, and peppering the […]