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
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Are you sure they wont start a platform that the cheese is white, pretty sure that is racist
Hite
New brand name for Coon Cheese revealed
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia