Cold Is Cool For Retai
In certain cities, winter has made its presence known. From the wild winds whipping down the city streets to the snow and sleet pounding the pavement. While summer and spring weather pushes people out of the big cities, winter keeps them in. City dwellers tend to stay close to home and spend quite a bit of time indoors, which has helped the delivery industry thrive. From meals to groceries to fashions to even flat screen TVs—practically anything can be delivered right to your apartment. Technology has also stepped in making it easier than ever to order via text, online, or with the swipe of an app. As more and more companies dive into this delivery realm, the consumers are the ones that will ultimately benefit from the competition. And the Urbanist, will bring these stories right to your doorstep all winter long (with no delivery fee).
Dig in, discover. @_The_Urbanist
Dressing Up The Future Of Fashion
Rebecca Minkoff is now trying out ebay proprietary technology in dressing rooms in select stores. Essentially, the innovation uses kinetic sensors to facilitate the shopper experience. For example, if a shopper doesn’t find an outfit in her size, the sensors will record that data. The store can then email the customer at a later date when the dress size is made available online or in-store. The benefit of this new technology is strengthening the relationship with the consumer by offering her the convenience of not having to keep checking back to see if the outfit is available—a benefit that goes a long way in transforming shoppers into brand loyalists.
Virtual Disruption Hits The Streets
Big brand advertisers are lured to cities basically because of their massive crowds in a confined space—the perfect 24/7 captive audience. The hurdle for these brands? Competition. Ad billboards galore litter the streets and sky. Posters are plastered underground. Technology, too, has started to play a role in recent years, offering video ads. And now instant commerce has entered the city scene to play more of an upfront role.
2(X)IST men’s fashion is one brand taking advantage of this on-the-spot commerce. In manhattan, the brand currently features scantily clad male models on telephone kiosks. Aside from stopping traffic, these ads also have the ability to transform city dwellers into instant consumers with their QR codes. Shoppers simply scan the code with their phones and can immediately buy the fashion for themselves or their loved ones.
Interaction has also made a leap forward, popping up in the most unexpected places, like a crosswalk in Hildesheim, Germany. Students have installed video screens on street corners that literally transform the crosswalk into a virtual game of pong. Aside from entertainment value, this also opens the doors for brands to further bridge the virtual and real world gap in the hopes of incentivizing a purchase. Both types of technology further prove that you don’t have to stay online to make digital work for your brand.
How Brands Take Flight
Walking through the airport now, and you’ll see a zillion different brands. To stand out, you need to understand the environment and target. Three brands that have broken through the sea of sameness are:
Butterfly Twists: This foldable-footwear brand has succeeded by crafting a product that’s perfect for business travelers. A comfy corporate footwear replacement that’s also one size fits all, which cuts down on product-selection time.
Al nassma: This Dubai chocolate company has added a twist to the typical candy offerings—rich chocolate made from camel’s milk. To further cut through the confectionary clutter, Al nassma created unique displays that bring this attribute to life.
Wonderful Pistachios: Name recognition and its iconic green color have helped set the brand apart at shelf. Plus, the fact that it’s a healthy alternative to candy and pizza, and has resealable package. Both of which have resonated well with busy travelers.
At the end of the day, these brands have succeeded where others haven’t because of their deep understanding of the travel retail atmosphere at shelf and the different mindset of the business traveler.
Brands have succeeded because of their deep understanding of the travel atmosphere.
For more urban trends & insights, check out next month’s issue.
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