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Showrooming Takes Hold | Literal Window Shopping | App Wins Over Target
A UNIQUE ANGLE ON THE URBAN SHOPPER
Cities have always been at the intersection of commerce, creativity, and change – luring more potential urbanites each year. By 2040, over three-fourths of the world’s population will be dwelling in these metropolitan meccas. This ever-expanding urbanized lifestyle impacts everything from public health, transportation, open space design, social infrastructure, and the shopping.
At Integer, we’re always looking to better understand the urban shopping experience. How mobile technology impacts purchase. Innovative uses of small retail spaces. We are also city dwellers. We hail taxis. Dodge pigeons. So we offer not just the latest global urban shopper trends, but a unique city perspective as well.
Dig in & discover,
URBANIST
SHOWROOMING TAKES HOLD
Retailers are evolving to satisfy the city shopper’s latest guilty pleasure, Showrooming. This is the act of going in store to interact with products, comparing prices, and then making a mobile purchase. Brick-and-mortar retailers like Target and Best Buy are responding with showrooms that have smaller inventory, Wi-Fi for mobile interaction, and rich demo experiences. NYC men’s clothing retailer Bonobos has taken Showrooming a step further by offering the tactile part of shopping, helpful associates, luxurious dressing rooms, and collection-styled matches. Store associates then order online and ship at no charge for home delivery.
LITERAL WINDOW SHOPPING
Diners and cabs pretty much have the lock on 24/7 city experiences. Urban retail storefronts also offer a 24/7 glimpse of merchandise, but no engagement opportunity after hours. Our Helsinki office has helped Adidas transform urban shopping by harnessing the power of mobile commerce.
Adidas linked their physical retail space with their ecommerce platform, creating an engaging brand experience that’s on the street 24/7.
APP WINS OVER TARGET
A common pet peeve of urbanites sharing living space – figuring out shopping expenses. This urban conundrum has spawned multichannel shopping apps. Target even partnered with Fast Company’s tech blog, Co.Labs, to sponsor a Retail Accelerator contest. Pilot, a team comprised of members from The Integer Group, TBWA\Chiat\Day, and TBWA Worldwide delivered the winning app: Divvy.
For more urban trends & insights, check out next month’s issue.
Got questions? Email us at urbanist@integer.com
