Smartphones are increasingly becoming shoppers’ most important aides. Whether it be to help them locate a store, find the best buy or to pay for a purchase, the truth of the matter is that a smart shopper is always armed with their smartphone. Add to this mix the fact shopping is inherently social, with the selfie playing a starring role, and the smartphone becomes a very powerful tool within a shopper’s experience.
With all that in mind, Karl Lagerfeld’s arrival in London, on Regent’s Street, is a timely one and regardless of whether people are trying on clothes or not, this store’s experience is proving very popular. Capitalising on the popularity of the selfie, Largerfeld has installed an iPad in each changing room, which encourages people to take selfies to share with friends and be reassured that their new top is on trend, or that they look great in a new little black dress. The selection of branded borders and themes then means that when sharing selfies online, through Twitter or Facebook (or Email), shoppers are also promoting the Largerfeld experience.
When we went to visit we noticed that, more often than not, people were taking their selfies together, showing also that beyond all else the iPads are helping to create enjoyable and memorable brand experiences. Unlike other retailers who are using iPads to complete the sale, in this store, sociability is key.
Technology should be there to aid shopping and boost the brand and product experience, not to get in the way of it. Karl Lagerfeld’s chief executive Pier Paolo Righi seems to be of this opinion too, believing brand loyalty rather than sales is the ultimate goal.
Other stores to look out for:
Burberry: interactive mirrors are fitted in the changing rooms, which allow for enhanced content as they connect with the RFID tags in the clothes
Harvey Nichols: virtual make-up mirrors
Marks & Spencer: touchscreens offer “virtual rails” to display clothing, helping smaller format stores who are unable to hold as much stock
Selfridges: recently housed a pop-up watch shop where customers wore a paper watch, which then acted as a template so they could try on an array of other watches through augmented reality
Kate Spade, America: touch screen window displays let a passing shopper click & buy without entering store. The product is then delivered within an hour
Saatchi & Saatchi X London 