QR code driven customer engagement is quickly gaining popularity as more brands uncover the possibilities this mobile technology. When it comes to clothing and apparel especially for luxury brands, the value add to the in store shopping experience is something that has luxury brands excited. Luxury footwear brand Brian Atwood and their creative use of QR code triggered engagement in store has created a buzz in luxury retail. The brand’s recent in store marketing effort serves as a great case study in tapping into this technology to have the brand engage with the buyer in a creative and personal way.
The objective
To connect with the buyer on a more personal level and convey the design, art, features and what goes into a Brian Atwood shoe or hand bag which tells the story and set’s their products apart from other shoes or bags. Also to have the story told by Mr. Atwood himself!
How was this done?
When a buyer walks into the Brian Atwood flagship store in New York, they might find a QR code placed at some of the shoes. On using their mobile devices to scan these, they’re instant connected to video like this one featuring Mr. Atwood.
Mr. Atwood speaks about the inspiration behind the shoe design, the back story on the shoe itself and conveys a sense of passion that went into the creation of the shoe. From the buyer’s point of view it’s interactive, personal and gives them a whole new perspective on the shoe they are standing in front of straight from the designer himself! In addition to this, the Brian Atwood brand effectively integrated their social media engagement into this campaign via Facebook and Twitter merging the offline in-store experience with the online social engagement which further taps into the mobile user experience and strengthens the buyer-brand relationship.
The Brian Atwood in-store mobile engagement campaign sets the tone for what lies in store for other luxury retail brands that are looking to connect with buyers through the mobile medium. It lays out a new experience for the buyer and really brings the products to life with a strong value add that can change the way one perceives a shoe. Creative and well executed – wouldn’t you say?
(Information source courtesy www.luxurydaily.com)
