The Branded Web - Trends: Retail

WEB
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TRENDS 2013: RETAIL
@TheMarkCarroll
THE
BRANDED

Consumptionc
Online retail is continuing to grow
and becoming more sophisticated.
At the same time physical retail stores
are also taking inspiration from
online and building in-store digital
experiences to increase engagement
and drive sales.

Curationc
The growth of visual social networks
and bookmarking sites such as
Pinterest, The Fancy, Tumblr, Svpply
and Nuji have brought about more
personal curation and social product
discovery online.

Makers are making
c
The ‘Makers’ are infiltrating many
areas of modern life - retail and
fashion is no exception - eBay and
many other online market places are
enabling budding designers to get
their products out to customers easily
and cheaply on a global scale.

Product Bookmarking
c
Visual curation sites such as
Pinterest and tumblr
sparked a trend in websites
making it easy to provide
aspirational product
curation.
Unlike the originators newer
sites have connected direct
to the purchase location.
The Fancy
Svpply
Nuji

eBay Feed
c
eBay have launched a new
feature called eBay Feed
which seemingly mirrors
the layout and appeal of
bookmarking sites.
Working in much the same
way, users pick topics of
interest and are shown a
feed of products for sales
on eBay around that theme.
Video
Feed

Subscriptions
c
Curating your own collection on line is fun and full of aspiration.
Helping bring this aspirational curated view into the real world there
has been a rise in paid for subscription services. These services allow
you to sign up to receive regular packages of physical things from those
who inspire you.
Quarterly.co is made up of well known influential curators. You can
subscribe to them and receive personally curated packages on a
quarterly basis.
The Fancy also has a subscription service sending you some of the best
things from the site on a monthly basis.
Not Another Bill aims to bring back the surprise and fun of receiving
packages through the post. Subscribe and you’ll receive a new surprise
every month

Do it yourself
c
With the likes of Etsy, ASOS
market place, Big Cartel and
eBay, it’s easier than ever to
start creating brands and
shipping them. These smaller
and passionate brands show a
budding entrepreneurial spirit
build around quality and
service. Something some larger
brands could learn from.
Dead Gent
Rock Candy
Mr Gugu & Miss Go

Digital pop-up
c
For the launch of his Autumn/Winter 2012 collection Henry
Holland’s House of Holland teamed up with eBay to live-stream
the his catwalk show while also launching the first digital pop-up
store. For a limited time visitors could purchase items from the
collection and receive a free pair of HoH tights.
This partnership was part of eBay’s ongoing strategy to be
perceived as a fashion retailer for big name brands, not just an
online market place
http://fashionexclusives.ebay.co.uk/

Personalised products
c
Things like personalised greeting cards are big business, so why not
personalised closed. Exposed Apparel allows you to upload and print
your favourite Instagram pictures straight on to clothing via their
app.
Find out more
Get the app

Insta-custom
c
https://photoid.nike.com/
Nike-iD has been around for a while now, but this
latest version allows you to create custom Nike’s
based on your favourite Instagram pictures,
alternative way to pick your trainers… a nice site
and experience. Even without purchase the site
generated unique shareable images.

Trading Pieces
c
Bondsy is an app which allows
you to sell or trade products
with friends, built around the
idea:
“When you aren't forced to
pay with money,
things get a lot more
interesting”
You can set the price trading
something you’re in need of
from objects to hugs and
kisses.
Bondsy

Virtual fitting room
c
Don’t just browse the web looking for products, try them on in the
comfort of your own home (kind of). Augmented reality virtual fitting
room enabling you to to see how a garment might look on you, the
closest you can get and cheaper than same day delivery.
http://ﬁttingreality.com/how-it-works/

From the front row
c
Many brands and labels are bringing fans closer to the front row of
their exclusive fashion shows via live streams, some are creating even
more engaging experiences for their fans. For SS13 TopShop Unique
not only streamed their show but also made it possible to snap shots
from it and share across social channel, they also made it possible to
purchase items along side the catwalk show. No waiting for the shelves
to fill, from catwalk to wardrobe in a few clicks.
http://www.digitalbuzzblog.com/topshop-real-time-catwalk-customisation/

Tumbl Sale
c
While many brands are left trying to figure out where tumblr might fit
into their online repertoire, fashion brands have caught on quickly and
using it to support their product offering with rich content and stories
and driving to purchase in a natural and engaging way.
Mr Porter reports from fashion shows and created animated GIFs
around certain products or collections. NikeiD on the other hand offer
inspiration and share the best of the iD collection and latest news with
the community
http://mrporter.tumblr.com/ http://nikeid.tumblr.com/

Group buying powerc
This might not be the finest example but it’s a different approach to
wine buying. Tesco have partnered up with Buyapowa to offer
customers the chance of reduced prices to buy wine in bulk,
customers set a maximum price they’re willing to pay and the more
people that buy it the lower the price gets. It’s aim is to encourage
people to spread the word through social.
A nice idea, but currently a crowded wine market to compete with.
http://socialcommercetoday.com/worlds-third-largest-retailer-tesco-launches-new-social-
commerce-wine-site/

Window shopping
c
AdidasNEO window display takes window shopping to a new level
with an interactive window display where you able to interact with the
products and mannequins making them move and change clothes.
If you connect with your mobile phone you can then drag and drop
products from the window into the shopping bag on your
phone,allowing you to purchase, save for later or share with friends.
http://www.youtube.com/watch?v=7ZXucLUfh0U&feature=player_embedded

Interactive mannequins
c
Often stale and static - window display can remain dull no matter
what clothes you add to them. Robot mannequins are becoming a
more regular site over in Japan.
One particular store front created a new experience with their
Marionette mannequins, using Kinect to get them dancing and
mimicking the movement of people facing it.
http://www.dailymotion.com/video/xzn7up_interactive-mannequin-robot_tech#.UaZh1z97Yyj

In-store Entertainment
c
Selfridges played host to Nike’s House of Innovation. What was it? an
alternative in-store brand experience with you the usual Nike level of
cool, it was made up of a handful of challenges, exhibitions and
environments that converge the physical and digital retail space for
“everyday athletes” as they compete against each other and interact
with the environment filled with some of Nike’s most innovative
products and technologies.
http://www.youtube.com/watch?feature=player_embedded&v=orEYtNF1Tfg#at=31

No more cards
c
Cards will become increasingly redundant
as loyalty schemes and other features
move directly into the smart phone.
Starbucks has already made it possible for
you to manage your loyalty card and make
purchases using their iOS app. It also
contains locations, nutrition information
and menus for the stores.
http://www.amazon.co.uk/gp/help/customer/display.html?nodeId=200966210

Less machinery
c
Urban Outfitters announced last
year they were putting an end to
in-store cash machines and
moving towards iPads and iPod
touches.
Many other small stores have
started using iPads as cash
registers, smaller easier to
manage and update meaning less
investment in large
infrastructure.
Other payment systems like
Square make it simple for small
vendors to take card payments
without large costs or set up. Just
a phone and the supplied reader.

Pay by tweetc
The tweet shop was opened to promote
the latest range of Special K Cracker
crisps.
The pay-with-a-tweet pop-u shop in
Soho, as I’m sure you can guess by the
name - involved customers going in
tweeting about the store so they could
then receive a packet of sub 100 calorie
seas salt and balsamic vinegar, sweet
chili or sour cream and onion flavored
crisps.
http://www.youtube.com/watch?v=KWSRRLFPCYk

Subway shelves
c
Virtual supermarkets are popping up in
subway stations in South Korea, where
commuters can virtually shop for items
while waiting for the train to come.
Customers simply scan an item’s QR code
using the free “Homeplus” app and can
have it delivered to their doorstep before
they even get home. Ranked as the 2nd
most hard-working country in the world
to Japan, South Korea is rewarding its
workers with this timesaving gem.

Connected Digital POSc
C&A Brazil connected their in-store items to their Facebook page via
hangers. People could like the items on Facebook page and those
likes would instantly show up on the hangers of the respective piece
in real time. Crowd opinions and validation to help the more
indecisive women when it comes to purchasing.
http://www.youtube.com/watch%3Fv%3DTyWQrmiRoLE

Instagram-in
c
Checking in takes a certain level
of commitment and functionality.
Why not just take a picture and
post it up on Instagram. Nice way
to offer customers a discount and
have them spread the word of
your new show - as Sweden
Calling did in their Pop-up shop
in Spitafields.
http://www.londonpopups.com/2013/04/sweden-calling-pop-up-shop-in.html

Post postoffice
c
No postoffice near you? Always
on the go and traveling? No fixed
address?
Amazon lockers allowed you to
order from the site and have it
delivered to one of their locker
locations where you can then
head and pick up your package.
Potentially the first of many
ventures into the real world from
online from the internet retailer.

We’ve seen here that many brands already understand the
shift of physical stores becoming more about an experience
- customers being able to touch, feel and purchase products
quickly.
What can brands learn?
c

c
Mobile devices are
becoming increasingly
important for both
purchasing and also
enhancing customer
experiences.

c
A brands owned spaces are not the only spaces to focus on
in order to get your products seen.
Curators around the visual web can be valuable and drive
sales with very little investment.

c
THANKS FOR READING...
@TheMarkCarroll
TRENDS 2013: RETAIL

The Branded Web - Trends: Retail

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