Continuing the “Connected” theme we have discussed in earlier blogs, this is an important factor in the evolution of retail.
Extending this theory further, I have been reading the work of Shoshana Zuboff. Her latest book The Age of Surveillance Capitalism is a wake up call about how tech companies monetise every moment of our lives – and threaten our free will in the process.
This all sounds a bit Conspiracy based, but it caught my attention as it demonstrates how Retail is being influenced…
When Pokémon Go debuted in app stores in 2016, it was seen as a mostly harmless foray into the world of augmented reality. In the game, virtual figures of Pokémon characters are placed around your local area and you have to physically go there to capture them and rack up points. The game soon became a runaway success, inspiring breathless coverage about its health benefits and community-building power. But Pokémon Go was also a great, cute and colourful way to collect vast amounts data from millions of people.
Macdonalds paid handsomely for virtual Pokemon to be residing in their restaurants, therefore attracting increased footfall.
This use of AR (Augmented Reality) is part of a bigger process to obtain data, allowing us to predict trends, and let brands focus sales efforts. By connecting the consumer via mobile technology creates a digital footprint, giving location, buying and consumption habits.
Imagine how much data the Tesco Clubcard / online shopping website has harvested, and how this is being used to influence our weekly grocery shop?
This does make you wonder how much control we are giving away, and in the case of Retail and Shopper marketing, how do we best influence purchase, without telling someone what they should buy (without affecting their GDPR rights).
At Impulse we focus our creative on how best to guide the purchaser, rather than presuming the brand always knows best.
- Use Intelligent CTA (Call to Action)
- Location of the Display in store is key
- Connect with the purchaser without too much intrusion.
A simple example of this on a recent project we are working on, is a Free-standing Display we have developed for a client which, apart from merchandising product, has a Bluetooth amplifier and speakers hidden in its structure, so stores can use it to play music, make announcements etc.
The connection here is momentary, and more of an incentive to view the brand, without being intrusive.