By My N. Tran
StockSnap / Pixabay
Retail-apocalypse is not a new headline, and with exceptions like high-demand and limited-supply pop-up shops, the majority of physical retail experiences are not worth our time. As a monetization game designer with three top-100 grossing apps, I am perplexed why brands believe the cure to their dismal sales lies in making their own app or posting pictures on social media. Spoiler alert: nobody cares about your app and your posts are bordering spam.
I believe we need to let die the misconception that our holy grail solutions to revive enthusiasm for in-store shopping involve overhauling a store with iPads to replace clothing racks or applying next level technology like artificial intelligence and smart voice technology to an overall experience. Until we perfect the integration of digital technologies into a commerce experience, we should learn from where we failed in how we approached designing the core online-to-offline consumer experience. As our day-to-day lives become increasingly digital, to create a strong online-to-offline experience, we must redesign the physical retail experience around delivering utility that mutually benefits the consumer, retailer, and brand.
A Bullet-Proof Online-to-Offline Experience Means Millions In Sales The First Hour
Legendary makeup artist Pat McGrath’s launches is one of my favorite examples of delivering utility (something that adds beneficial value to your life) in physical retail stores to consumers, retailer, and brand. McGrath started her own line of makeup in 2015 with a focus on limited time products that reflect her extraordinary runway aesthetic. Her recent release, a lipstick collection, was available only via her web store on July 19th. Like her previous launches, it sold out immediately and with no known date for re-release. The next and last launch phase makes the lipsticks available exclusively through mass beauty retailer Sephora (online and select stores) on July 29th.
Though Pat McGrath does not currently have a brick and mortar store, Sephora is about as ubiquitous as Starbucks. Sephora was also perceptive enough to secure a partnership with McGrath, giving McGrath’s launches “pop-ups” inside major Sephora locations. Leading up to the release, the product hype was marketed digitally through content that constantly and consistently primed fans to be excited, entertained, and engaged for weeks. McGrath’s Instagram teased fans daily with visually engaging content that included color swatches, video tutorials, and glossy behind-the-scenes sneak-peeks.
Those like myself, who are willing to brave crowded spaces to spend upwards of $100 on eyeshadow and lipstick, do so because the utility we acquire goes beyond wanting to wear a luxurious product. We make time to go to a physical store to interact with the products, engage with makeup artists for application tips, and to potentially buy a coveted product that is not only beautiful but also limited in stock and time – what Park Avenue calls exclusivity marketing!
A Lucrative Cycle
The cycle begins by Pat McGrath establishing a digital experience that drives traffic to a local Sephora, which delivers utility through an on-site experience, which then funnels people back Go to the full article.
Source:: Business 2 Community