Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Dazzling Digital Signage: In-Store Beauty With Inglot | POPAI

Dazzling Digital Signage: In-Store Beauty With Inglot | POPAI | Integrated Brand Communications | Scoop.it

Celebrating in-store beauty has always been a favorite pastime here at POPAI. In fact, sometimes seeing supremely successful executions in-store is enough to make us cry out  ”In-store Masterpiece!”, as if we were seeing Van Gogh’s “Starry Night” up close, or something (hey, for shopper marketers, sometimes displays are akin to the most magical artwork–that’s why POPAI gives out awards every year to the best in-store programs and POP).


So, upon seeing the dazzling digital signage employed by Inglot Cosmetics in their stores, created by AOpen, we had to pay homage.


If you haven’t heard of Inglot, here’s the rundown: they’re a high-end cosmetics company operating all over the world, best known for their penchant for a variety of colors and beautiful branding. Knowing that when it comes to selling beauty products, being bold enough to stand out in-store is important, so Inglot reached out to AOpen to figure out a gameplan for their in-store displays.


With the help of AOpen, Inglot decided to debut a state-of-the-art, transparent digital signage display, encompassing elements such as video and images in order to create an innovative in-store marketing masterpiece that didn’t just catch attention, but keep it, too (it popped!).


 

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How Evans Cycles uses QR codes in-store to deliver product details and reviews

How Evans Cycles uses QR codes in-store to deliver product details and reviews | Integrated Brand Communications | Scoop.it

The high street’s struggles with ecommerce and the digital age have been well publicised in the past 12 months as a number of previously dominant brands have gone to the wall.

 

And in general the brands that have thrived are those that were quick to adapt and integrate digital technologies in-store, such as John Lewis and House of Fraser.

 

In our report How The Internet Can Save The High Street we detailed some of the new tactics and strategies that retailers should be trying to take advantage of, such as click-and-collect, mobile search, apps and QR codes.

 

QR codes are a much-maligned technology - particularly by us – however they can be used in-store to allow customers to access additional product information and reviews.

 

We’ve previously highlighted a marketing campaign from Toyota that delivered an excellent user experience through a QR code, though admittedly it’s more common for brands to get it horribly wrong.

 

I recently noticed that bike retailer Evans Cycles uses QR codes in all of its stores, so decided to see whether it delivered helpful information and a decent user experience

Russ Merz, Ph.D.'s insight:

Good case study of how QR codes can be used instore to tell the brand story and provide product information.

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6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’ | Street Fight

6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’ | Street Fight | Integrated Brand Communications | Scoop.it

Targeting consumers at the “zero moment of purchase” — that is, while they’re shopping inside a store where a brand’s product are sold — is aproven way to increase conversion rates on mobile coupons and other discounted offers. Unfortunately, getting this type of high-impact marketing program off the ground can involve much more than a typical offline campaign. Brand marketers have to understand the limitations of indoor location technology, as well as the desires of their target audiences, if they want their targeted promotions to drive in-store sales.


To find out more about what marketers should know, we consulted with experts in the field of purchase-based ad targeting. Here is the best advice.

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dane norton's curator insight, September 30, 2014 5:53 PM

Sales promotion is a temporary incentive used to encourage consumers to buy a product or service right then and there. In terms of action a sales promotion is like direct marketing, it aims to generate an immediate response. In this article it talks about several strategies that can be implemented in order to reach customers at the zero moment of purchase. QR codes and check ins are now being replaced by indoor positioning apps that identify a customers exact spot in a store and they can automatically deliver relevant offers to the customers smartphone to help them push through the purchase decision channel. Since smartphones are increasing in numbers using mobile coupons and applications to offer discounted offers is a proven way to increase conversation rates within customers.