Retailer says the new kiosks will bring together online and offline consumer shopping experiences together but is more than just omni-channel
Clothing retailer, General Pants Co, is rolling out new in-store kiosks in a bid to bring together online and offline sales activity into one interactive experience.
The kiosks have taken six months to develop and will be rolled out to 300 devices and 47 stores nationwide. They utilise a centralised management systems and data analysis tools and include a range of music, fashion and social media features.
These include ‘insta-opinion’, which allows consumers to photograph themselves wearing or holding up an item from the store then submit that photo in real-time for feedback from other kiosk users for a thumbs up or down.
The ‘what’s playing’ function allows customers to choose what music track is broadcast across the store through Spotify. The company has partnered with The Naked and Famous to create the playlists.
‘Our picks’ showcases trends in clothing and accessories which customers can browse, purchase in-store, email to themselves or order from the Kiosk and shipped directly to their house. The ‘people’ feature include photos chosen by General Pants staff and customers of different looks, which have been shared across Twitter, Vine, Facebook and Instagram. Consumers will also be able to use the kiosks to purchase looks shown in the photographs.
Other features include ‘what’s new’, and ‘what’s happening’, which will curate content produced by the marketing, buyer and store teams both on the brand and clothing lines, as well as information about concert tickets, collaboration and celebrity spotting in-store. All kiosks will also have a help button to alert staff to customers needing further assistance.
The new kiosks are based on a marketing automation platform from Responsys, SAP’s Hybris ecommerce platform, and an Epicor ERP solution. Epicor is also providing tools to unify inventory across all sales channels. General Pants partnered with Digital Artists Network as its lead technical and creative partners on the kiosk project.
Coming to grips with omni-channel retailing
Aussie shoppers want real-time help online
Why shopping isn’t the only thing online retailers should worry about
General Pants CEO, Craig King, said the kiosks are about focusing on what customers are doing, rather than looking for an omni-channel approach. “We asked ourselves what we are doing for them, how we can better communicate our stories and how do we enrich their experience,” he said.
“We have taken key insights we have learnt in recent years and used these to develop the kiosks. We have made sure they encompass everything our consumer has been asking for including social integration, time poor options for shopping, peer-to-peer shopping, music, fashion, technology and entertainment all curated by the ‘global trend hunters’, the General Pants team.”
The kiosks are initially being installed in the retailer’s 10 NSW locations, with the remainder rolled out to all 47 stores nationally by February 2014.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.
Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
This is so cool & Innovative . A Milestone will be created by this.
Digital Marketing Courses
AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices
“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...
Engenius
Predictions: 9 digital marketing trends for 2019
At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...
Fraction Tech
Is artificial intelligence riddled with bias? - Customer Design - CMO Australia
https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...
savefrom
iSelect outlines new approach to arrest ineffective marketing as its reports full-year results
https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...
savefrom
The Star's first CMO creates all-new marketing team