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Social media allows for innovative engagement with consumers and targeted campaigns

The influence of social media and new technology on consumer behavior is indisputable, but how can online platforms translate into real-world sales? We looked at a few stellar examples in Europe and the US.

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San Francisco by night

In MORE Vision 3, we looked at cultured shopping and its impact on new consumers. The new digital culture is another crucial element for retailers looking to generate sales—using social media and modern technology to reach customers has spelled success for retailers in Germany, England and the US.

First to Germany, where the Fraunhofer Heinrich Hertz Institute unveiled its Interactive Shop Window in September. The prototype display window enables consumers to find out more about products in store, even when the retailer is closed. Passers-by are able to point at items in the display window to find product information, availability, and similar items on offer. Functioning via a motion tracker and flat screen monitor, the Interactive Shop Window can be easily controlled by hand gestures.

In San Francisco, vodka brand Absolut launched a Facebook application asking city residents to post about why their neighbourhood was best. This followed the release of a limited-edition flavoured vodka inspired by San Francisco, which was launched in May last year. Users were able to submit photographs, videos, recipes and comments celebrating the spirit of San Francisco, and at the end of the campaign, the neighborhood with the most support and participation received a custom-made mural.

And in London and New York, luxury fashion retailer Net-a-Porter gave savvy consumers a unique off-and online experience with pop-up stores that were actually graphic window displays viewed using the iPhone, iPad 2 and Android Window Shop app.

Using an augmented-reality tool called Aurasma, the displays could be viewed when customers held their mobile device in front of the physical pop-up store. Visitors were able to view a variety of apparel, purchase clothing online, and enter a special prize draw to win their purchases.

Check out the MIPIM 2012 conference “Markets, malls and mainstreets – where is the future of European retail investment” on March 6, 10.00.

Watch this space for the next MORE Vision!

Every two months, MORE Vision by MAPIC will contribute to the retail real estate community’s knowledge base by exploring a key trend influencing retail property strategy today. Each issue of this multichannel and multi-tool service will include a presentation of a trend, with history, key figures and useful links. Questions raised will be opened up for debate on our social media platforms – the best comments and discussions will be summarised and published here on the MIPIMWorld blog.

MORE Vision 1 – Social shopping

MORE Vision 2 – Citysumers

More Vision 4 – Retail renaissance

View more presentations from MIPIMWorld

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Image: BGAPhoto

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