Presentation on theme: "Future of the Shop Window. The Concept – Interactive Shop Window Plasma screens with twitter feeds face outwards to the public Mannequins replaced by."— Presentation transcript:
Future of the Shop Window
The Concept – Interactive Shop Window Plasma screens with twitter feeds face outwards to the public Mannequins replaced by models Window is alive as it becomes a social catwalk Brand fans tweet their shoe choices for the models to wear #socatwalk Consumer participation and co-creation Live data creation for rapid analysis and response
The Shop draws a crowd People are intrigued Weve got their attention!
The show revolves around interactive consumer journeys The busy businessman who needs to buy a pair of shoes for his wifes birthday He enters store and meets a fashion consultant Uses the store Wi-Fi to share ideas with his daughter who loves this store They exchange ideas via the brand community The manager gets the store models to try the shoes Businessman sends photos to daughter Together they arrive at a purchase The Store Manager tweets her thanks to the daughter and sends her a social catwalk voucher (NB: for the businessman this interactive experience which blends physical and digital improves the odds of getting the right present for his wife)
The show revolves around consumer journeys The brand fan who has saved for a pair of shoes to wear to the summer ball She sees a pair of shoes in the window and asks a model to show them She tweets her friends and sends them pictures Her friends who cannot make it to the store offer advice The brand picks up the conversation and invites her into the store A model shows her how to wear the shoes and walk the catwalk Other people at the store also tweet their advice Its a collaborative decision that helps her make the purchase with confidence
People get the concept and begin tweeting their thoughts and ideas to the brand A genuine conversation between the retailer, third parties and consumers emerges Displaying this live, fast moving conversation in the shop window accelerates engagement and innovation - people are empowered
Visitors to the IBM stand get into it Very quickly a public community around the #socatwalk tag is formed
Benefits to Retailer Deep consumer interaction Customer co-creation Brand focus and dialogue Live data generation for analysis
Life imitates Art Someone from the audience choses a pair of shoes, takes to the catwalk, tweets about it and the brand lets her keep the shoes
The Designers arrive and decide to join in And tweet back to people at the store
A fashion photographer and a film crew turn up And they join in the twitter stream
Store staff of all levels can share insights in real time with other offices Paul Reynolds the humble shoe assistant shares a customer insight and innovates a new idea which gathers strong support from senior managers Great ideas can come from anywhere and the IBM technology captures and shares that instantly We can also reward employees directly in the system for peer approved contributions
Live Data Generated and Captured For use by the Brand Community to respond to the Public Community in real time
Captured data shared with internal Community To facilitate rapid collaborative decision making
The internal business community Follow the Social stream and receive insights from the store staff
The results – a tale of 2 Communities 1.The social catwalk shows the way in which 2 communities - Social Media (Public) and Social Business (Private) can and should work together in a networked economy 2.A sustained conversation with consumers in a Social Media community leads to innovation and co- creation (nb: a recent IBM CEO study confirmed that 78% of consumers want to co-create) 3.Real time analysis of the consumer conversation shared in a Business community provides the ability for the retailer to share insights across the group and make decisions on a collaborative basis
Whats next – #1 Presenting to a UK shoe retailer who is looking for an interactive marketing concept around a shop window
Whats next – #2 In discussion with Westfield Shopping Centre & London Fashion Week to deliver customer co-creation event with top American designer Corrie Nielsen
Whats next – #3 From the Future of the shop window we have now begun discussion with 6 creative agencies who are interested in working with IBM and taking our 2 communities approach to their enterprise client base.
Vision IBM an essential business Imagine a situation where going to the shopping mall on a Saturday to participate in an interactive experience both physical and on-line is the place to be. The Future of Shop Window has shown that this vision is both appealing to consumers and can deliver huge benefits to retailers in terms of customer insights, brand loyalty and product championing.