Tuesday, September 15, 2015

Customization



Blink:
Customization has become a driving guest feature among restaurateurs in the foodservice business.  Chipotle was an innovative pioneer with their menu followed by gourmet burger chains and now McDonald’s (Create Your Taste® kiosks).  More industries are adapting to customization.  Now fashion has jumped on the bandwagon.   
                                                        
Read On:
One fashion brand I follow and write about is Burberry.  Once again they are demonstrating they are smart marketers by offering their consumers its new scarf bar.  Accessed/ordered online for delivery or in-store pickup, consumers are offered a wide selection of scarves (100 plus colors; classic or lightweight cashmere).  For an additional $75 they will monogram your scarf for that personalized (a.k.a. customization) experience. 

Are you ready to customize your brand?


Wednesday, September 9, 2015

Dressing Rooms 2.0



Blink:
Data released by the Commerce Department reveals that there is a major shift happening in consumer mind-sets – experiences (e.g., eating out, travel, gym memberships, etc.) vs. objects (items bought at brick-and-mortar stores).  Rather than offer pricing discounts, some retailers are striking back with unique shopping experiences – dressing rooms 2.0.  

Read On:
One leading department store chain, Macy’s pared back its annual sales projection to zero after experiencing a sales decline (2.1 percent) at stores open for at least a year.  In recognition that their old merchandising strategy “pile it high and watch it fly” is no longer working.  They are experimenting with enhancing their in-store mobile experiences.  One strategy they are testing is an app where shoppers can select (by size, color) items stocked by the store and have them delivered to a fitting room.  The smart fitting room is also equipped with a tablet in case the shopper needs to request additional items.

Sales at high-end retailers have been more robust, since our economic recovery has benefited our nations’ wealthiest.  One good example is Nordstrom’s.  Their sales have increased nearly 5 percent while profits exceeded their forecasts, sending the company’s share price soaring.  However, Neiman Marcus, one of their major competitors is experimenting with dressing room technology to further enhance their in-store shopping experience.  They are testing the MemoryMirror in three locations, a dressing room equipped with a six-foot mirror and sensory camera that enables shoppers to view a realistic digital fitting (different images/viewpoints).  They can dress themselves in a variety of styles and colors.  The mirror also records a video the shopper can later view at home. 

Mobile goes fashionable – dressing rooms 2.0.