Best In Class Retail Activations
Delivered March 13, 2020. Contributor: McCaw
Goals
To identify 8-10 examples of the best in class retail activations by electronic companies with big box stores. The activations identified should blend the physical and digital experience within a limited store footprint. The examples provided should relate to electronic companies but can be extended to other categories in the case of an exceptional example. The activations identified should hit at least one of the following strategic points: allow mindful consumers to make informed choices, use multi-sensory immersion to captivate the imagination, integrate seamless self serve to change the shopping behavior or use smart personalization. This will be used to inspire clients in a workshop and for investment in physical-digital retail experiences that employ innovative emerging technologies.
Early Findings
Activatons
- Best Buy, Amazon Alexa, and Google Home Experiences have teamed together to add the smart home experience to 700 Best Buy stores. This will enable customers to experience the latest smart home experiences and the home products that they interact with in store. The experiences will enable consumers to experience what the smart home products have on offer firsthand.
- Although it is not an electronics store, the activation in 2019 by Australian vitamin company Blackmores at its flagship store used a neuroscience-based platform that tracks customers' mindfulness. It has been used to increase customer engagement.
- The technology detects brainwaves using EEG. The platform then reflects how the user interacts with different levels of interaction, and calm vs. active thinking, using simplified ocean waves on a screen. This technology that consumers have the opportunity to experience in store is considered to assist people in taking control of their own mental health.
- David Fenton, managing director of Blackmores, said. "Featuring human, digital, and tactile experiences, the new flagship store is a unique prototype that takes retail into a new health space, offering the next-gen of interactive retailing whereby consumers are treated to an integrated offering of service and product."
- He went on to say, " Featuring human, digital and tactile experiences, the new flagship store is a unique prototype that takes retail into a new health space, offering the next-gen of interactive retailing whereby consumers are treated to an integrated offering of service and product."
- The digital product offerings from Blackmores "provide a personalized profile, and enables consumers to take control of their health through investing in it.
Summary
- Much of the information available did not relate to electronics stores. There is a wealth of information around the other types of product activation. We managed to locate some partial electronics examples with relative ease but quality varied greatly. In the initial hour we have been unable to determine if they meet the required criteria.
Research proposal:
Only the project owner can select the next research path.