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RETAIL NEWS TO KNOW
Innovative new campaigns and shopping initiatives from major names in the industry
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CosmoGirl Concierge:
Glossy magazine pages have long been a top inspiration destination when it comes to finding some of the season's hottest styles, products and brands. Bringing readers one step closer to actually locating and purchasing those items is CosmoGirl Concierge. In a partnership with NearbyNow, CosmoGirl magazine is doing the search work for its readers by pulling together a variety of products featured in the magazine into the CosmoGirl Concierge section. Readers are directed online where they can select a product, click "find local" where they enter their zipcode, and are then provided with the closest retailers. Readers can even enter a size, color, and quantity to see if it's in stock, as well as put it on hold. Saving a trip to the store, readers can also opt to purchase immediately. Although this promotion is targeting teens, we expect magazine reading shoppers of all ages would be interested in this type of service
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Ann Taylor Loft & Total Care:
While doing laundry is the last thing most consumers want to think about while shopping, Ann Taylor Loft and P&G have teamed together to highlight just that. The cross industry collaboration emphasizes the importance of taking care of your clothes - namely, by using a laundry product that extends the life of your apparel and allows you to avoid dry cleaning bills when possible. Touting these abilities is the launch of the Tide and Downy Total Care sub-brand, which utilizes a protective fiber complex to keep colors vibrant and maintain the shape and texture of the fabric. Starting September 9th, Ann Taylor Loft shoppers will receive Total Care gifts with purchase, as well as a co-branded magazine with a variety of products, trends, and style tips.
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Polo QR Codes:
A few years ago, Polo received major industry and consumer buzz for a high tech feature at its Madison Avenue store. A touchscreen in the store window allowed shoppers to browse and purchase merchandise 24/7, directly through the window. With the same instant purchase concept in mind, Polo recently launched a QR (quick response)code campaign that directs consumers to a new mobile commerce site. Found in print ads and store windows, consumers who have phones with QR software can scan the code to be directly linked to the Limited Edition 2008 US Open collection, as well as Ralph Lauren Classics. Shoppers can also access this content directly through the mobile site, which features additional content, such as exclusive videos, a Ralph Lauren Style Guide, and US Open related videos and content. Because the US is slightly behind in mobile commerce technology, QR software is not as widespread or as reliable here as it is in other countries. But if its success in Asia is any indication, this QR code concept will eventually grow in popularity and functionality.
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* trendcentral articles are designed to be trend reports, not endorsements * The Intelligence Group is a trend-forecasting and marketing Consultancy focused on Gen X, Gen Y and Tweens. For more information on our services, or to subscribe to our syndicated studies, The Cassandra Report, Tween Intelligence, Latino Intelligence, and Mom Intelligence, contact Alina Goncalves at 212-277-5299 or via email at agoncalves@intelg.com.
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