Category Archives: Uncategorized

VUL IN-STORE MAND (CASE STUDY: DESIGUAL)

Wat is het concept?

Desigual maakte slim gebruik van de zomer tijd om de verkoop te stimuleren door gratis strand tassen aan te bieden aan elke klant vanaf een bepaald besteed bedrag. Deze campagne is meerdere malen succesvol ingezet.

Wat zijn de resultaten?

  • Een gratis strandtas in de zomer verzekerde naamsbekendheid
  • Het moedigt klanten aan om meer te kopen
  • Het verbindt het merk met een vrolijke periode (Zomervakantie)

Desigual_99euros DIGITAL PANEL 560px X 560px - WESTGATE SQUARE - SINGAPORE Desigual

BELOON JE VIPS (CASE STUDY: SEPHORA)

Wat is het concept?

Sephora organiseerde privé-evenementen voor haar VIP klanten, die de “Golden loyalty card” bezitten. Tijdens deze evenementen krijgen de trouwe klanten special aandacht van het merk: make-up sessies, gratis monsters en gratis herbruikbare tassen.

Wat zijn de resultaten?

Met deze ludieke actie behaalde Sephora verschillende resultaten:

  • Het versterkte de “klant – merk” relatie. De klanten voelde zich special en relateerde zich met het merk, en voelde zich onderdeel van een besloten groep
  • VIP klanten werden merk ambassadeurs en Sephora gebruikte mond op mond reclame succesvol als een marketing tool.

Goldcard3 Goldcard2 Goldcard Sephora

CREATE THE BUZZ (CASE STUDY: DESIGUAL)

Wat is het concept?

Desigual kwam met de onbeschaamde champagne “Come half-naked, go fully dressed”. Klanten werden uitgenodigd om half naakt naar de winkels te komen om volledig aangekleed de winkels te verlaten.

Wat zijn de resultaten?

  • De lange rij half naakte klanten trok niet veel bekijks van het winkelende publiek maar ook die van de media.  Ook op social media werd er veel aandacht besteed aan deze campagne.
  • Desigual genereerde extra brand exposure door gratis herbruikbare tassen uit te delen aan de deelnemers die in de rij stonden.

desigual 119693-customers-with-shopping-bags-stand-in-front-of-a-desigual-shop-as-they Desigual10

BELOON JE WE ONLINE KLANTEN (CASE STUDY: VICTORIA’S SECRET)

Wat is het concept?

Victoria’s Secret beloont haar online klanten met een “Getaway bag” voor alle aankopen boven de $75 USD.

Wat zijn de resultaten?

  • Moedigt online klanten aan om de waarde van de online winkelwagen te vergroten.
  • De naam “Getaway bag” visualiseert het gebruik

VictoriaSecret

 

Experience in retail

Concept

The purpose here is to make your customers RE-discover your brand through a brand new shopping experience, it can be a new in-store design or a new way to digitally shop.

By doing so you leave a lasting impression and show that your brand does not just settles in.

Examples

1 – Zappos developed an app that suggests clothing option to the users based on the pins they made or pins people in their entourage did.

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2 – Maison Kitsune enhanced the customer experience inside its shop by combining it with a café. Shoppers can therefore enjoy a coffee while having a look at their favorite clothes.

Maison Kitsune

3 – “Seek no further” a premium label of “Fruit of the loom” promotes an effortless fashion and made sure the in-store environment communicates those values. The result is a minimalist in-store design that leaves an impression in the mind of shoppers.

seek-no-further

Banner 2 Trends 2015

Pop-up in retail

Concept

Your brand can use pop-ups in order to promote your products. Pop-ups are ephemeral and highly movable displays of your brand giving you the flexibility to showcase your products (almost) wherever you want.

Using pop-ups allows you to reach your customers where there are not expecting you and in an untraditional way.

Examples

1 – The brothers suitcase store is a Swedish brand that displays its “Travel collection” in a huge suitcase-like pop up that is being moved from airports to airports.

The Brothers Suitcase store

2 – Louis Vuitton put together a pop-up store on a “movie theme” during the movie event Cannes Festival.

LV

3 – The shoe brand Dr. Martens created a pop-up store in a warehouse giving the brand exposure in an unconventional, eye-catching environment. The use of raw materials such as pallets makes the pop-up installation both inexpensive and highly movable.

DR Marten

Banner Trends 2015_3

 

Interaction in retail

Concept

Involving interactions in your stores means that your clients will evolve from a passive status to an active one.

When your clients become actors they will not only see your shop as just a place to buy products but also as a place where they can have an impact, fun and be part of something. After a positive interaction in your shop customers will come back even if they don’t have a specific purchase in mind.

Examples

1 – The whole car experience is of course about the car itself but it is also about the sound of the engine. Porsche allows its visitors to have a glimpse at the whole experience by listening to engines records along with watching cars videos.

Porsche

2 – The notorious department store: Bloomingdale’s uses iPads to allow its customers to try on clothes thanks to an augmented reality software, ask advice to store employees and check stock availability.

Bloomingdale

3 – “The North Face” created a marketing stunt with a disappearing floor in one of their shop. Customers had to climb on a rock-climbing wall and to grab a “The North Face” jacket hanging from the ceiling once the floor had entirely disappeared.

North Pole

Banner Trends 2015_3

PREMIA I TUOI CLIENTI ONLINE (CASO: VICTORIA’S SECRET)

Qual’è l’idea?

Victoria’s Secret ha premiato i suoi client online con una “Getaway bag” in regalo per tutti gli acquisti superiori a  $75 USD.

Qual’è stato il risultato?

  • I clinti online sono portati ad aumentare lo scontrino medio.
  • Il nome “Getaway bag”  (letteralmente, “borsa da fuga”) dà una finalità alla borsa, assicurandosi che venga usata durante le vacanze e i viaggi, incrementando in tal modo la brand awareness.

VictoriaSecret

AUMENTA LE VENDITE (CASO: DESIGUAL)

Qual’è l’idea?

Desigual ha approfittato del periodo estivo per incrementare le vendite offrendo una borsa da spiaggia in omaggio ad ogni cliente che acquistasse un importo minimo di prodotti. Questa iniziativa è stata adottata diverse volte nel corso degli anni.

Qual’è stato il risultato?

La borsa da spiaggia in omaggio::

  • Garantisce al marchio una notevole esposizione.
  • Porta i clienti ad acquistare di più, aumentando così lo scontrino medio.
  • Crea un collegamento tra il brand e un momento felice (le vacanze estive).

Desigual_99euros DIGITAL PANEL 560px X 560px - WESTGATE SQUARE - SINGAPORE Desigual

PREMIA I TUOI CLIENTI VIP(CASO: SEPHORA)

Qual’è l’idea?

Sephora organizza eventi privati per i suoi clienti VIP, in possesso della “Carta Sephora Gold”. Durante questi eventi, i clienti più fedeli ricevono attenzioni speciali da parte del brand, ad esempio: sessioni di make up gratuito, campioni omaggio e borse riutilizzabili in regalo.

Qual’è stato il risultato?

Così facendo Sephora raggiunge diversi obiettivi:

  • Aumenta la relazione “cliente–brand”. I clienti si sentono speciali, connessi al brand e parte di un club privato.
  • I clienti VIP diventano ambasciatori del marchio e Sephora può dunque usare il passaparola come un potente strumento di marketing.

Goldcard3 Goldcard2 Goldcard Sephora