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More digital, more "alive" :
VR, AR, moving image, sounds, QR code to be scanned by the followers to interact through the screens.

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Start-up company that offers a new and more interactive shopping experience for fashion brands.

"Zeekit has developed the first dynamic virtual fitting room, giving every person the chance to see themselves in any item of clothing found online. Based on real-time image processing technology, Zeekit uses its patented technology to map a person's image into thousands of segments. Clothing is processed in a similar manner and the equivalent points of the two are re-mapped into one final simulation, showing a person dressed taking into account body dimensions, fit, size and the fabric of the garment."

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From The Archive: William Morris | Liberty

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Celebrating our archival collection of lush botanical artworks by Morris, reimagined for the latest seasonal Liberty Fabrics collection

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Launch of the App

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LVMH, world leader in high-quality products

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A family-run group, LVMH strives to ensure the long-term development of each of its Houses in keeping with their identity, their heritage and their expertise.

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Lucia Diaz, also known as fearlessyaya, is determined to create a space for Latinas in the history books. The Colombian-American Illustrator proudly uses her heritage to illustrate Latinas, and brings her artworks to life with Augmented Reality.
From the late musician Selena Quintanilla Pérez to Spanish Singer Rosalía, Diaz has illustrated them all.

We talked with the Artist about how she began illustrating, her motivation for her artwork, and future projects like a unique NFT collection using Artivive!

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Lucia Diaz, also known as fearlessyaya, is determined to create a space for Latinas in the history books. The Colombian-American Illustrator proudly uses her heritage to illustrate Latinas, and brings her artworks to life with Augmented Reality. From the late musician Selena Quintanilla Pérez to Spanish Singer Rosalía, Diaz has illustrated them all.

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Event

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LVMH, world leader in high-quality products

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A family-run group, LVMH strives to ensure the long-term development of each of its Houses in keeping with their identity, their heritage and their expertise.

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Designer Wall Art | Luxury Wall Art | Liberty

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Discover our collection of designer wall art and art prints. For interior inspiration this season, shop luxury wall art that will bring life to the home at Liberty.

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They have more 'direct' interactions with their followers on instagram.
For Galerie Haussmann: they simply, repost the post of their consumers.
For Galeries Champs-Elysees: more elaborate, they interact with their followers by asking them questions, posting more stories, asking for their opinions, reposting them on their account.

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Chloe

21yo
Single but has a dog

Socially Active, rely on technology
Just finished design university
Doing an internship in an architecture company
She loves art, design, fashion.
She follow the trend, bit lazy.
She likes to go to the shops and let herself be inspired
Transparency and sustainability are important to her

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Instagram posts

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Galeries Lafayette on Instagram: "En attendant de vous revoir en magasin (on a hâte !) retrouvez la sélection créateurs de @viola3000 sur galerieslafayette.com.
Quel est votre look préféré ?
Look 1 @samsoesamsoe
look 2 @parisienne_et_alors
look 3 @_bobochoses_adult
ou look 4 @ganni ?
Prenez soin de vous, à très vite ! 

#galerieslafayette #galerieslafayetteparis 
#stayhome"

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1,980 likes, 40 comments - galerieslafayette on November 6, 2020: "En attendant de vous revoir en magasin (on a hâte !) retrouvez la sélection créateurs de @viola3000 sur galerieslafayette.com.
Quel est votre look préféré ?
Look 1 @samsoesamsoe
look 2 @parisienne_et_alors
look 3 @_bobochoses_adult
ou look 4 @ganni ?
Prenez soin de vous, à très vite ! 

#galerieslafayette #galerieslafayetteparis 
#stayhome". 

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View this post on Instagram

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Adrien M & Claire B - Mirages & miracles / BIAC 2019

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Entering the app - must be very visual :
Logo in motion with 2 liberty flowers which open on each side, leaving room for the home page.

The home page includes: a children's area (playful with lots of games and AR), a map where you can virtually move around the store and stop at each booth to enjoy the experience of the different location plus a customer service available 24/hours a day and personalized according to demand.

Knowing that liberty offers already a lot of immersive experience in store why not simply take these back by applying them digitally.

So, for example for the store furniture thanks to our mobile phone we will be able to place objects virtually in any room with the exact measurements or change the color of our walls by replacing it with liberty wallpaper.

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"It's about the art of wearing clothes." This is how curator Kate Grenyer describes Liberty: Art Fabrics & Fashion, an exhibition of more than 100 Liberty items at the Dovecot Gallery in Edinburgh. The show's opening coincides with the annual Edinburgh Art Festival, and contains fabrics and clothing from across the 143-year history of the London company.

The Dovecot exhibition has evolved out of a show originally staged at the Fashion and Textiles Museum in 2015. The Edinburgh gallery, however, features various new additions and some distinctly Scottish twists in telling the story of this much-loved fashion label, whose famous prints are something of a work of art themselves.

The first is to bring into the spotlight Glaswegian designer Marion Donaldson. Although less widely remembered than Barbara Hulanicki of Biba, Donaldson spearheaded one of the most successful Swinging Sixties brands in Britain, and is credited with bringing the psychedelia of London north of the border. One of the highlights of the show is Donaldson's own quintessentially Sixties wedding dress, made in blue paisley with a mini-skirt, and worn on the big day with fishnet tights and knee-high boots.

The company bearing Donaldson's name became Liberty's biggest customer in the UK, using its distinctive florals and other prints in designs that helped create the now instantly-recognisable trends of Sixties, Seventies and Eighties fashion. Most surprisingly, Donaldson did all this without any formal training in fashion and design, starting out at the kitchen table with only a £50 budget.

The second big addition by Dovecot is the showcasing of a contemporary designer with a similarly stratospheric career trajectory. Richard Quinn only established his label in 2016, after graduating from Central St Martins, yet Grenyer describes his career so far as "phenomenal", and she's not wrong: he recently dressed Amal Clooney for the Met Gala.

He's now perhaps the only fashion designer able to credit Anna Wintour and the Queen of England among his fans (the pair famously sat next to each other in the front row of Quinn's London Fashion Week show after he won the Queen Elizabeth II Award).

After digitally manipulating a Liberty print to use in his MA show, Quinn was invited by the company to make use of their archive. His professional debut was held at the famous store in London and, in July 2018, an accessories line collaboration between Quinn and Liberty's went on sale.

Like the other floral-loving British brand Erdem, Quinn's calling card is an ability to make such a traditional element of the UK's fashion heritage feel fresh, modern and - in Quinn's case - edgy and even daring. It's also worth noting that Quinn's catwalk designs are the type of fashion that often feels closer to sculpture or works of modern art (it would be interesting to see HRH wearing one of his hound's-tooth Lycra gimp suits - apparently it's the silk scarves she actually favours).

And it's this crossover between art and fashion that this exhibition emphasises. Grenyer talks enthusiastically about Liberty's first links with the Arts & Crafts movement of the late Victorian period, and how the fabrics became the "talk of the anti-establishment artists of the time".

Arthur Lasenby Liberty established his company in 1875. The brand's initial success owed a lot to the era's obsession with Japan and China, a cultural trend that could be seen as clearly in furniture and painting as it could in fabric and jewellery.

Most famously, the Victorian Libertys worked with William Morris, who designed some of Liberty's best-known prints. There's also a neat link here to the Dovecot, as the studios' founding weavers learned their craft at Morris's Merton Abbey workshops in Wimbledon, south London. The first wave of interest in Liberty fabrics coincided with the tellingly named Artistic Dress Movement, which saw women loosen corsets, bodices and waistlines in favour of the billowing, free-flowing styles whose influence could be seen decades later when 1970s hippies took up the Liberty print mantle.

In Morris' day, art and fashion were inextricably linked, with women encouraged to seek inspiration for the new styles in Pre-Raphaelite and Aesthetic paintings, which in turn were filled with references to Medieval Europe and Ancient Greece.

And that's not to mention the links between Liberty and Art Nouveau (in Italy the term "Stile Liberty" was in fact coined to describe Art Nouveau style), Liberty and Bauhaus, Liberty and Pop Art.

The exhibition in Edinburgh, however, also demonstrates one more link between contemporary art and Liberty. Throughout its run at Dovecot, visitors to the gallery can see a series of sculptures by Lucy Wayman.

The Welsh artist specialises in mesmerising, tactile artworks made with craft techniques including weaving, knotting and macrame. Accordingly, Wayman was invited to respond to the 1970s part of the Liberty display (the era when macrame, crochet and other similar crafts were big news in fashion).

Having an artist now respond to clothes made using Liberty's designs - a brand that has traditionally responded to artistic movements - creates a nice full circle of call-and-response between fashion and art. This is also something Dovecot as a company are familiar with in more ways than one.

Established in 1912 by the Marquess of Bute, Dovecot Studios were later consumed into the Edinburgh Tapestry Company. As with fashion, craft practices like weaving sometimes struggle to be taken seriously as "art". But the Dovecot's output - like Liberty's - is stunning. If you need proof, just Google Alison Watt's Butterfly tapestry, created for the Scottish Opera. Dovecot has also worked directly with numerous other artists including David Hockney and RB Kitaj.

The relevance of the Liberty exhibition to Dovecot can be felt in other ways too. Along with Donaldson, the show features designs by Jean Muir. She was born in London, but her father was from Aberdeen and the Jean Muir archive is owned by the National Museums of Scotland.

Muir started out working in the stock room at Liberty's, before being promoted to sketching designs for them. Following this, she opened her own company but continued to use Liberty fabrics in the designs. In fact, the Fashion Museum's Dress of the Year Award for 1964 was given to Muir for a frock made from - what else - Liberty's silk.

One of the most impressive things about Liberty's is its longevity. More than a century after Arthur Silver first designed the celebrated 'Peacock' print, Liberty has worked with Yves Saint Laurent, Loewe, Susie Cave's cult label The Vampire's Wife, and many more. Grenyer mentions its ability to keep "reinventing itself for each generation".

So what is it about Liberty's that means we still can't get enough of it - and, indeed, want to fill our art galleries with it? "Quality" is the word Grenyer keeps returning to: the quality of the fabric, the quality of the print and the quality of the designs it then becomes.

There's nothing disposable about a Liberty dress; the brand is almost the exact opposite of "fast fashion", despite the fact it's managed to remain on trend so consistently. Perhaps this is because Liberty's is always fashion - but it's also always art.
'Liberty: Art Fabrics & Fashion' is at Dovecot Studios, Edinburgh until 12 January (dovecotstudios.com)

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From William Morris to Anna Wintour: How Liberty made an art out of fashion

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An exhibition in Edinburgh explores the history of Liberty and their famous prints, from their Arts & Crafts roots through to collaborations with young designers and artists

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To support my decision

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Harrods

Selfridges

Fenwick

House of Fraser

Fortnum & Masons

Harvey Nichols

Galeries lafayette

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Fashion is the second most wasteful industry in terms of polluting our planet - but eco-friendly, ethical and sustainable production is finally on its agenda. With the crackdown on unfair policies, waste and harmful materials in its early stages, we discuss the issue with the designers setting the future standard - advancing towards a greener tomorrow through transparency.

"I was becoming more aware of the fashion industry's damaging effects on the environment and realised that I could not consciously continue to be a participant in this cycle. We overhauled our entire process from design through to production, and now focus on longevity by implementing take-back programs to help reach our goals of circularity. Selecting more responsible fabrics was, and continues to be, a huge part of our evolution, and we are committed to options that create the least amount of environmental impact across the board. We focus on the durability of garments at the onset of design now by truly thinking about longevity and end of life. We also are dedicated to various community initiatives, understanding that sustainability does not just mean focusing on clothes but rather the grander scope of social impact."
Mara Hoffman

"In May 2018 we joined the Ellen MacArthur Foundation and their Circular Economy initiative. By joining their initiative, we can really start changing the industry, protecting this beautiful planet. The great thing about being part of this, is that they help you connect with other fashion brands and try to find solutions together. Moreover, we can use more and more alternative fibres because one of their main points is to get the brands connected with suppliers that are fully certified and all fibres are traceable. Our signature ready to wear pieces like the Hide Puffer Jacket for example, are all made of vegan leather, a material that cuts off a toxic and harmful tanning process in its manufacture, without compromising the quality."
Sandra Sandor

"I've always wanted Alighieri to feel like an antique or relic, so it made sense to be working with recycled bronze. Ancient bronze artefacts were an immediate inspiration, so when I found a caster who worked with recycled bronze, it became a very simple decision! Everything we create is supposed to be a forever-piece. I don't believe in trends, or buying something that you don't believe you will keep and wear forever. Alighieri is sustainable in the way that the pieces become a part of you, they are made by hand and have a story. They never go out of style, and as you grow, your collection grows with you. Our sustainable practices in production (local manufacturers, handmade waxes) are reflective of our entire story."
Rosh Mahtani

"After working in the high-street fashion business for many years, I was fed up with bad quality and taking advantage of people in order to create cheap fashion, and byTiMo is therefore created for the conscious consumer. With byTiMo we work with long-lasting trends, long-lasting fabrications and a sustainable and ethical production process. I hope the key words for the future are honesty and transparency, smaller scale productions, long-lasting and ethical."
Tine Mollatt

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Fashion is the second most wasteful industry in terms of polluting our planet - but eco-friendly, ethical and sustainable production is finally on its agenda. With the crackdown on unfair policies, waste and harmful materials in its early stages, we discuss the issue with the designers setting the future standard - advancing towards a greener tomorrow through transparency.

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Fully digital experience mixing in-store & online
Children - cartoon coloring
Through the app create your own liberty design and project it in your house
Immersive experience ?

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Liberty announces new brand identity and website - Retail Focus Magazine - Retail Design

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Celebrating its past and embracing its future, Liberty has announced the launch of its new-look branding, website and heritage store.

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Costs

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Saks Fifth Avenue CEO: Some department stores are struggling. Here’s how they can be saved

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“It’s all about and has always been about instant gratification, which is now more important than ever in a 24/7, on-demand world.”

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Innovation

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Designer Department Store | Luxury Brands | Liberty

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Discover 180 Japanese Floral Art and japanese woodblock print lily ideas | japanese woodblock flowers, tiger lily woodblock, japanese lily painting and more

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From japanese woodblock print lily to japanese woodblock flowers, find what you’re looking for on Pinterest!

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The Best Department Stores To Shop At In Tokyo

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Department stores in Japan can seem as common as convenience shops, popping up at stations and on busy streets. Here’s Culture Trip’s pick of the best.

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How to modernize an established brand to drive growth

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The key to Wendy’s successful transformation? Staying true to the brand while using data to better serve customers.

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Innovation: The idea in details #JointheJourney #RevivalofLiberty #Storeofthefuture 

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Innovation: The idea in details #JointheJourney #RevivalofLiberty #Storeofthefuture 

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From the application to journey. How about an augmented reality retail experience?

The idea: implement flawless technology to enhance the customer experience and make the most of in-store and online shopping.

PostCovid when shops reopened, people from all over the world faced the same problem: queuing for hours to get to the shops.

To avoid this problem and direct contact with too many people, Liberty London implemented an application with many advantages.

In each sector of the shop, thanks to sensors, the counting of people and the measurement of queues will be retransmitted on the Liberty application so that consumers can avoid waiting and head to the area of their choice at a lower traffic level.

The Liberty application requires the creation of a customer account that allows the saving of items in the "whishlist" category in order to buy or try them later in the shop.

This also allows consumer to ensure the availability of the product in-store, to receive offers in advance and to be informed of collaborations and events before everyone else.

Furthermore, augmented reality mirrors will be available in-store. Thanks to "face recognition", the mirror will scan the faces and connects them to the customer account.
A huge time saving, products previously placed in the whishlist are ready to be tried digitally.

The mirror also sets up outfit proposals and products similar to those already saved.

Augmented reality facilitates the purchase (quick and non-binding fitting) made possible from the application.

Finally, if the customer needs further help, simply select the button on the application with the choice of language and a robot will be provided.
The customer no longer needs to move around thanks to the application's map, which makes it possible to localise it.

The application also offers a scan & go feature.
Simply scan the desired item and enter your card details to pay. The item is then delivered the same day or next morning at home.
No more endless queues at the checkout.

Scan & go also makes the product completely transparent. After scanning an item, the details are displayed on the phone, including where it was made, where the materials came from, the carbon footprint, the impact and how it can be recycled.

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Expanding the boundaries : The Revival of Liberty

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Gucci Spring Summer 2018 Campaign: Gucci Hallucination

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The face of beauty is constantly changing, and Chinese consumers are leading the way. With brands like Armani becoming among the first to debut an AR Mini Program on WeChat, luxury brands are competing to provide the most innovative beauty offerings to capture savvy Chinese shoppers. For traditional retailers, however, adapting to this new digital reality hasn't been as easy.

Take Harrods, London's most iconic department store. They've been selling beauty products since 1849. So how does a 170-year-old brick-and-mortar department store entice China's wealthy millennial consumers, a segment known for their fondness for online shopping and e-commerce.

Jing Daily met with Harrods' Director of Home and Beauty, Annalise Fard, at the pop-up Fendi café on Harrod's fifth floor, where the appeal for Chinese tourists was instantly apparent. The café, which was originally due to run through to the end of August, has been extended until November. As we arrived, there was a line out the door of eager Chinese shoppers wanting a taste (or a WeChat moment) of a latte emblazoned with the Fendi logo.

Fard spoke on the total transformation of the Harrods' famous Beauty Hall, which opened this month, on blending tradition with innovation, and how stores like Harrods can stay exciting for the modern Chinese consumer.
What are the most important considerations for a traditional retail store in an e-commerce age?
When I talk about retail, I talk about the three Es: environment, engagement, and experience. I get asked all the time, how does the physical space play into a multi-dimensional, multi-faceted store like Harrods? How does that and the online journey differ? Actually, I don't think about it in two separate spheres. As far as I'm concerned it is one journey. But the physical environment plays part of that.

I feel like if you squint a bit in most department stores, you could be anywhere in the world. Yes, the brands are amazing, but the brand counters often look the same, the retail journeys are the same, there's no real differentiating factor. Environment, engagement and experience have to be about the 'wow.' When you walk into Harrods, I wanted to make sure that it is unmistakably Harrods.
How has the new Harrods Beauty Hall been inspired by Asian beauty trends?
I travel all over the world, and we take an exceptional amount of inspiration from Asia. Our wellness clinic, which is our integrated beauty proposition, allows us to offer the best of medical aesthetic and holistic beauty under one roof, and that was absolutely inspired by our travels to Asia. I'm off to Hong Kong, Seoul and Shanghai shortly to understand what's happening out there. I'm also very lucky because I often spend time out there with generations who are important to us - whether that's Gen Z or millennials - and they're so good, they literally take us on tours of the cities through their eyes. It's fascinating, and that's the best way to learn and reach those consumers.
And are you targeting the growing trend for male beauty and makeup too?
Absolutely. Across our portfolio it should feel as accessible to men and women. Our advisors are multilingual, and we like to show an equal mix of men and women in the space. It just makes it feel really approachable for everybody. Male beauty will also be something that we're very clearly looking at on our tour in China. It's a trend that was coming through even a few years ago, but I feel like in the last six months it's picked up a lot of momentum. It's definitely being driven a lot out of Asia, where there doesn't seem to be this gendered differentiation. It's all beauty, it's all about looking good and taking care of yourself, and the lines are more blurred. I'd definitely like to be able to deliver some of that here at Harrods as well.
How does Harrods' unique British heritage appeal to Chinese consumers?
I think the most exciting thing for our Chinese clients is not only the incredible portfolio of brands and products, but they really enjoy the quintessential 'Britishness' of Harrods. So, we want to make sure we celebrate that. It's definitely important to have the combination of British heritage - which our Chinese shoppers love - and innovative forward-thinking designs and products. I think those two things have to go together, there's the authority and the trust of it being heritage, but equally you have to be moving forward.
What are some of the in-store experiences Chinese consumers have been enjoying?
There's a lot around personalization and customization, and the idea that Harrods is encouraging you to empower your own self-identity. Especially for our Chinese clients, I wanted to move away from us sort of pushing messages to them saying 'this is the best XYZ.' There's a strong sense of wanting to find something that is not only from your 'tribe,' but that is individual to you. From Givenchy all the way through to Jo Malone, the more we can offer of that, the better. We also have AI magic mirrors in our powder room that allow clients to try on makeup looks instantly. MAC also have an amazing technology where you can record your whole makeover and send it to yourself so that the routine is at home waiting for you.
How is the Beauty Hall hoping to reach its high-end Chinese consumers?
I would always say we have something for everybody. And it's important we don't dictate what they want. But I would say that whereas before, the Chinese HNWI maybe wanted the big-ticket item that everybody had, now they are looking for something that's very unique to them.

Our HNW Chinese clients spend a lot of time in the space, so they're enjoying a journey throughout all of the brands. Whereas maybe a few years ago they would have come in and thought 'okay I want to go to this specific brand and then this one', I feel now that they're really enjoying the total portfolio a lot more.

Equally, HNWI don't really want to have their makeup taken off and put back on again at a counter in front of other people. Our beauty service proposition is all done in a much more discrete way. I wanted to create an environment where you can have all of these beautiful treatments and makeovers done, but in a way that feels luxurious. We are soon to open a suite of retail-first treatment rooms, where you'll have treatments from brands like La Mer, Clé de Peau and Dior. So, it will be like you're visiting a 5-star spa, but retail first.

We will also have two spaces specifically for HNWI to take part in exclusive master classes. Experts can be live streamed into the space from anywhere around the world, without clients directly talking to them. Within that space, there's a whole production facility too, so that if you aren't lucky enough to get a ticket to that experience in store, you're still going to have access to that online wherever you are in the world. I think to really reach and connect with our Chinese clients it needs to be locally relevant but globally inclusive.

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Harrods' Beauty Director on Innovation and Savvy Chinese Shoppers | Jing Daily

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The face of beauty is constantly changing, and Chinese consumers are leading the way. With brands like Armani becoming among the first to debut an AR Mini Program on WeChat, luxury brands are competing to provide the most innovative beauty offerings to capture savvy Chinese shoppers.

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Harrods Tech

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So enough of talking shop - what about your own future? Well, we at Selfridges can provide that service too. Our resident in-store psychics, The Psychic Sisters, count various celebrities as clients and provide a remarkable range of experiences (from Tarot readings to palmistry). Founder Jayne Wallace explains the draw: "We help people to explore what they want. It's about guiding people. With what's going on in the world, there are a lot of unsettled feelings out there."

You can book an experience by calling the team on +44 (0)20 7318 3263. And for those that can't make it to London, you can now buy the Psychic Sisters' products here at selfridges.com. Who knows - maybe you might become a future forecaster...

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Eye See: the future | Selfridges Guide To | Selfridges

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So enough of talking shop - what about your own future? Well, we at Selfridges can provide that service too. Our resident in-store psychics, The Psychic Sisters, count various celebrities as clients and provide a remarkable range of experiences (from Tarot readings to palmistry).

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Now, more than ever, we must double down on our efforts to reinvent retail with sustainability at its heart and a way of

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The global gaming market is experiencing rapid growth, with an estimated valuation of $180bn expected by 2021, according to Newzoo.

It is currently dominated by titles such as Fortnite, a free multiplayer game with 250 million users and $2.5m in daily revenue. Streaming platform Twitch, which accounts for 54% of gaming video content revenue, has also been highly successful due to its interactive network of both players and spectators.

Though relatively limited, fashion brands and retailers have been experimenting through collaborations or campaigns that nod to such popular references. Louis Vuitton had a campaign featuring Final Fantasy XIII's character, Lightning, as the new face of its SS16 collection for instance. More recently, Moschino launched a new collection with Sims, featuring garments with Sims motifs. A virtual hoodie was also released so players could dress their avatars in designer clothing in the game itself.

What's becoming more interesting however, is the number of brands turning to "gamification" rather. This refers to "the integration of game mechanics into an internal business process, website, or marketing campaign". It's a market that was valued at $6.8bn in 2018 and is estimated to rise to $40bn by 2024, according to market research firm Reportlinker.

Its growth has been driven by increased demand for new customer experiences, as well as broader access to smartphone devices. And its success has meant brands and retailers are increasingly jumping in on the action in a bid to use 'play' as a way to encourage shopping.

From driving discovery and engagement, to building brand advocacy and loyalty, here are five examples of those using gamification as part of the shopping journey.

Kenzo: Building exclusivity through gaming

Kenzo Shopping League game

French luxury brand Kenzo launched a gamified e-shopping experience last year to promote the release of its new Sonic sneaker. Restricted to just a limited number of players, the aim of the initiative was to highlight the exclusiveness of the product. Getting a turn at playing was not only difficult in the first instance, but once in the game, users had to virtually defeat other opponents in an effort to then get access to buy one of the 100 exclusive pairs of sneakers. The campaign challenged consumers and added excitement to the shopping journey for those lucky enough to even get the chance to hit the purchase stage.

Nike: Enabling user-testing through role play

Nike Reactland game

Nike released a virtual environment called Reactland in Shanghai last year for the launch of its 'React' shoe. The game allowed users to test the shoe's new sole cushioning technology in a unique digital environment. Customers could wear the shoes and run on a treadmill that was connected to a digital character on screen. This enabled them to thoroughly test the product's durability by virtually climbing buildings and running through simulated streets. The game fueled consumer confidence in the product, leading to 48% of the players purchasing it.

Coca-Cola: Driving sales via virtual incentives

Coca-Cola incentive game

Coca-Cola created a supermarket game in Beijing and Singapore to catch consumers' attention at the point of purchase in-store. Shoppers could connect to their mobile to the drag-and-shoot game, which involved successfully throwing virtual ice cubes into a glass of coke. Successful completion of the game resulted in prizes such as Coca-Cola discounts or loyalty points. The brand successfully targeted consumers at the moment of intent, and influenced them to pick Coca-Cola over competitors.

Repeller: Bringing play to e-commerce

Repeller 'Play' website

Popular fashion blog, Man Repeller, recently launched a new e-commerce website called 'Repeller', which utilizes gamification in order to enable consumers to shop in a discoverable way. The website is divided into two sections: a normal shopping site and a play side. The play side is an amalgamation of aesthetic imagery and quirky videos, reminiscent of video gaming user interfaces, but this time embedded with directly shoppable products, including handbags, earrings and sunglasses. The somewhat wacky website is being pushed as an opportunity to drive discovery and encourage users to spend more dwell time on the site.

Lancôme: Pushing awareness through scavenger hunts

Lancôme pop-up store

Beauty brand Lancôme teamed up with Alibaba to create an augmented reality game in Hong Kong, along with a pop-up store, to celebrate Chinese New Year this year. The app featured an AR scavenger hunt where consumers could win limited edition products and gifts by finding and scanning Lancome's signature beauty product, Genifiques. If they captured three pictures on the hunt, they were then able to wish for any Lancôme product they desired through the app, and be in with a chance of winning it. The game successfully drove awareness of the brand through consumer generated content and brought excitement during a key time of year in the region.

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5 brands using gamification to drive shopping

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The global gaming market is experiencing rapid growth, with an estimated valuation of $180bn expected by 2021, according to Newzoo. It is currently dominated by titles such as Fortnite, a free multiplayer game with 250 million users and $2.5m in daily revenue.

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Gucci x Sims4

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Fortnite x Travis Scott

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What is phygital marketing? Phygital marketing is a blended customer experience where digital applications relate to the physical world and actual space of the customer journey. Most often, phygital experiences are immersive, interactive real-time experiences that offer immediate transactions and/or engagement.

Without realizing it, you're likely subject to phygital marketing throughout your day-to-day life. How come? On any given day, readers and customers face dozens upon dozens of pieces of content. From articles and advertisements on Facebook to magazines they flip through in the doctor's office waiting room, more than ever, consumers are used to imagery and words, 24/7.

In reaction to this, brands and destinations have found a way to provide experiences in the form of phygital marketing. These include in-store experiences that provoke online ordering and vice versa. According to research from Selligent, while 78 percent of people trust and value their own research over a brand and its marketing, 49 percent still expect companies to assist and give recommendations in-store.

As we look ahead to the decade to come, content marketers will be tasked with brainstorming and executing smart, compelling ideas in this sector of the industry. Here, our 101 guide to phygital marketing that can help you get ahead of the curve.

Here is everything you need to know about #phygitalmarketing in 2020 - and beyond. #contentmarketing Click To Tweet

What is phygital content marketing?

Stan Kubinski, principal at Bergmeyer, defines phygital marketing as the creation of a blended customer experience where both the physical and the digital coexist in the same journey. Often, this is through immersive in-person activities that also offer the immediate opportunity to make a purchase.

Many consumers will feel more connected to a brand when their five senses are activated, rather than just clicking through a site or reading a newsletter.

To be successful, it's an all-hands-on-deck type of planning process, as Kubinski explains:

Phygital experiences require methodical collaboration between all vendors, engineers, content strategists, designers and retail experts, and should aim to elevate the human experience through digital innovation.

The reason phygital content marketing has become increasingly more popular in the last few years is credit to an ever-changing retail landscape. As Ana Pelucarte, the CEO and co-founder of Pop Up Mob explains, shoppers are becoming extremely savvy, which pushes brands to up their game to stay relevant.

"It is crucial that digital and physical merge so customers can experience the products firsthand, then be reminded while they're within the digital realms of their choices to buy what they already tried and physically experienced," she adds.

Why is quality content crucial for successful phygital experiences?

As we already know as content gurus, words play a major factor in how we relate to anything: people, places or things. And while having beautiful bells and whistles through graphics and technology are part of phygital experiences, content is equally as essential to create a provocative, engaging campaign.

As founder of the Levitate Foundry, Stephanie Liu explains, content is not only a representation of a brand's message and vision but its relationship to its customers, too:

When great content is created both online and offline, great and invaluable customer experiences are also being created. A customer may be drawn into your physical store by fun messaging they saw online or they may be compelled to learn more after being impressed by the seamless experience they had at your pop-up.

In other words: quality content is timeless, and it allows brands to use their distinctive voice to tell their own story, in person and online. "Consistent, high-quality content is not easy to come by, but it is crucial for creating an integrated and cohesive customer experience no matter where a customer is interacting or viewing your brand," Liu shares.

"To truly understand your brand, customers need a seamless experience and consistent messaging across every channel that your brand is represented on."

How might phygital marketing evolve in the next decade?

For most of us, 2030 feels lightyears away - but if we can conclude anything from the past, it's that we can't predict the future. Marketing has shifted dramatically since 2010, and the next decade will see an uptick in phygital explorations for forward-thinking brands.

Kubinski believes we will see a stronger emphasis on experiences that offer real-time data that's tailored to a user's in-store journey. This is useful for retailers, he says, when they streamline purchase opportunities by offering suitable alternatives in the moment. Imagine going to a running store you frequent, and you're asked to "check in" upon arrival. When you meet-and-greet with a salesperson, they project your purchase history, exact measurements and goals on a screen, then demonstrate what shoe you should buy next.

As we all struggle to figure out how AI will play a part in the years to come, Kubinski says to add phygital into the mix, too:

Humanoids that learn and read each customer using face recognition could also begin to learn customer's patterns, routine orders and personal details in order to predict advanced future purchases.

10 brands that are nailing phygital marketing

If you want to start schooling yourself on phygital best practices, it can be helpful to learn from leaders within the industry.

Whether you want to take on this proficiency as an offering for new clients, or you are curious on how to create an experience for your business, take these tips from brands who are currently killin' it.

1. Sonos

Their phygital challenge

Widely known as the best audio sound on the market for homes, Sonos hired Kubinski's company, Bergmeyer, to create pop-up phygital experiences in select cities around the world. The focus centered on technology and the digital journey users have with their software, which is a challenge since they're known for physical products rather than online ones.

The goal was to create unique interactive moments that were controlled by customers, allowing them to create their own listening path.

Their phygital solution

"We designed acoustically isolated sound chambers that provided users an iPad pre-loaded with a series of options to choose from based on their interests that resulted in a truly unique and personalized experience with the technology," Kubinski described.

Through this, Sonos was able to track the data and follow the user's journey to analyze key performance data. This included where users went to first, how long they stayed there, what booth (each unique in musical options, theme and experience) was most heavily trafficked, how large of an impact the musical genres played and more.

2. b8ta

Their phygital challenge

For some brands, the mere cost of creating a phygital content marketing experience is the greatest barrier to entry. Though this wasn't the issue for b8ta, it was where they discovered their niche in a crowded market. As an all-digital retailer, created by the founders of NEST, they work with brands on a rotating subscription basis, offering a space in Boston's seaport district, to have customers test and trail their goods.

Their phygital solution

Not only does this give a company the option to showcase their goods in a market, but it helps them understand how a physical location works with their mission and their sales before they sign a lease.

"Customers are able to trial participating brand's products in person, and these brands are able to obtain vital data on how customers engage and respond to their products and follow their journey, offering a 360 view of the customer's experience," Kubinski explains. It's also important to note b8ta's founders acquired Toys "R" Us, with the goal of reviving their model through phygital experiences. TBD on where they're headed with it - but we bet it'll be stellar.

3. Reformation

Their phygital challenge

With a large Instagram following, Reformation is a lust-worthy clothing retailer beloved by many professional women. But with a price tag on the higher end of the spectrum, many females want to really understand what they're getting before they invest. And, they seek hands-on attention during the purchasing process. To meet this unique audience, Reformation had to find a way to blend digital and physical effectively, according to Liu.

Their phygital solution

At every Reformation brick-and-mortar location, you won't see too many garments. This is because they're more focused on allowing shoppers to touch and feel the quality of the goods - but perhaps not buy right away.

"Reformation blends their digital and physical experiences extremely well: not only creating a seamless fun branding experience, but also solving some supply chain and staffing issues along the way," Liu explains.

"Reformation's brick and mortar locations all include touch screens that allow customers to pick and choose the products they want to try on. These touch screens allow for a convenient experience that almost exactly mirrors their customers' online journey."

Since there are minimal goods, associates can focus on answering questions, rather than restocking and cleaning, thus the customer feels catered to throughout every step.

4. Glossier

Their phygital challenge

Created by a beauty blogger, Glossier has seen an incredible amount of success in the years they've been in business. But their digital-and-physical struggle was evident from the get-go: How can a popular blog encourage customers to buy real products? Liu says they solved it by focusing on one word: fun!

Their phygital solution

Via showrooms throughout the country, fans can lose themselves in a playground of experiences. Liu describes the phygital approach as lighthearted, yet ethereal, all centered around the world of 'Glossier Pink.'

"Customers can play with makeup, take selfies in their abundant - and aesthetic - mirrors and connect with the brand in a physical way not usually available via their online channels," she explains.

"The showrooms also create hype by limiting the amount of customers allowed in at a time and ensuring that the experience stays fun, easy and comfortable for all participating."

5. Warby Parker

Their phygital challenge

Perhaps one of the most recognizable phygital examples is the revolutionary eyeglasses brand, Warby Parker. They were the first to make the pain of finding fashionable prescription eyeglasses easier. Even though their model centered around "trying on at home" they still realized some customers wanted to shop in-store.

Their phygital solution

According to Liu, Warby Parker founders weren't tasked with a traditional challenge, but rather motivated themselves to become more convenient than they already were. Potential digital shoppers and new in-store shoppers who weren't familiar with online could vet the quality of their frames without making any sort of commitment.

"Should they choose to refrain from buying in-store, can remember the look and feel of the products as they complete their journey online at a later point," she explains.

"In keeping up with their digital identity, Warby's store experience is also simple and streamlined - customers can checkout with any salesperson and also save the frame model numbers to their online account so they can revisit them at home."

6. Sanuk

Their phygital challenge

California-based footwear brand, Sanuk, is no stranger to brick-and-mortar retail, according to founder and CEO of Crowe PR, Anna Crowe. From mom-and-pop surf and skate shops to larger chain stores, they have their - ahem - foot into many avenues of retail.

They're also online, via Amazon and Zappos, but they didn't know how to figure out how to incorporate the action-backed mission of their brand with a phygital marketing experience for customers. It's one thing to look at a shoe that's great for the beach and another one to determine exactly how it is, in person.

Their phygital solution

You've heard of "pop-up shops" before and likely, you haven't given them a second thought since they're so common. But here's the deal: They can be an effective way to test a new market, and they serve as a lower-entry into phygital experiences. Crowe says Sanuk is experimenting with these types of experiences in the Hamptons, and collaborating with Whalebone Magazine to reach new customers.

7. STM Goods

Their phygital challenge

When you're a 20-year-old company that offers a selection of tech accessories - including backpacks and laptop bags - you have to evolve to remain relevant. Such is the case with STM Goods, with products available in-store at major retailers, and online. To remain competitive in a crowded space, Crowe says they needed to do something to set themselves a step ahead of the noise.

Their phygital solution

In January of 2018, STM Goods became the first to launch an augmented reality app that allowed customers to try their products in the comfort of their homes before purchasing.

"This AR technology provides customers with the 'experience' to virtually try on the backpacks and explore size, fit, and functionality though the app," Crowe explains. "AR is recognized as the future of retail and STM has positioned itself at the forefront of this innovative direction in marketing."

Crowe says this activation is effective because it bridges the gap between retail and digital, enabling customers to shop from their phone while having a more 'physical' experience.

8. Nike

Their phygital challenge

Ask any runner about what it's like to go running, and most will say it's not just a hobby - but a necessity in their life. And the gear they choose to take with them every single day can make or break their mood, stride and energy.

Finding a way to have an online and in-person experience that gains a runner's confidence is tricky - but one that Pelucarte says Nike has continually proven. Their challenge, however, was to keep raising the bar.

"They understand the importance of the customer, and the results from the fusion of digitally-driven consumer interactions and tangible products that take place in brick and mortar retail locations," she continues.

Their phygital solution

One of their most successful phygital concepts was their first one: the Nike ID location in New York, which Pelucarte says continues to pull in consumers.

"They pick the personalization and design of the sneakers and they offer the immediate satisfaction for the consumer since they are able to take that product home, or even wear right out of the store," she explains. "This results in a unique experience and product that cannot be duplicated or replicated by anyone else."

9. Huda Beauty

Their phygital challenge

Huda Beauty is one of those brands that started off the internet, and was easily a digital phenomenon, according to Pelucarte. They already had a 42 million fanbase on YouTube, but how could the founder give her customers a physical experience to be closer to her?

Their phygital solution

In London, Pelucarte's company helped create a pop-up experience last year, titled 'Mercury Retrograde.' As the first of its kind, loyal fans rushed to the opportunity to test it out in person.

"When analyzing the KPIs of the pop-up, it is obvious to realize that phygital is the perfect combination to bridge the online/offline gap as she had over 20,000 consumers in her pop up, increased her followers by 2 million in the last two months and beat her projected sales forecast," she shared.

10. Princess Cruises

Their phygital challenge

Traveling is a tough phygital content marketing experience since you can't exactly transport someone to a secluded island or to a city street. However, there are ways to integrate some of our digital necessities - like Alexa and other voice-activated conveniences - into a trip we're already on. This was first demonstrated by Princess Cruises ' newest ship, Sky Princess.

Their phygital solution

To capitalize on the phygital marketing experience, Princess Cruises related the Ocean Medallion technology. Anikia Howard, the vice president of brand marketing and digital for Foxwoods describes this as a quarter-sized pendant that can be worn as a bracelet, necklace or tucked away in your pocket.

"This complimentary wearable device that elevates the guest experience by enhancing guest-crew interactions, eliminating friction points and enabling interactive entertainment to deliver a high level of service and personalized attention on a large scale," she explains.

What can it do? Allow you to scan into your stateroom, greet you with a personalized greeting, gamble at the Ocean Casino, see the ship's journey and engage in games throughout the ship. Plus, Princess now has all of the data on their guests to inform what's popular and what's not, allowing them to be smarter with their choices.

You'll be wowed by these #phygitalmarketing examples that drive sales and customer happiness. #contentmarketing Click To Tweet

Keep up on marketing trends beyond phygital:

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10 Masterful Examples of Phygital Marketing for Brands

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What is phygital marketing? Phygital marketing is a blended customer experience where digital applications relate to the physical world and actual space of the customer journey. Most often, phygital experiences are immersive, interactive real-time experiences that offer immediate transactions and/or engagement. Without realizing it, you're likely subject to phygital marketing throughout your day-to-day life.

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What is phygital marketing? Nope, it's not a typo. This is a real thing. And we're gonna define it for you:

Phygital marketing involves merging the worlds (and words) of both physical and digital experiences.

For example, phygital marketing involves communicating with potential customers who might toggle between in-store and online shopping. While mobile shopping continues to rise, customers also use their mobile devices to enhance in-store shopping experiences.

Lots of B2B marketers seem reluctant to admit that all consumer trends end up making their way to B2B. But your "buyers" are also "consumers" for the 16 hours they're not working every day. So let's keep an open mind.

When carried out with careful planning, phygital marketing is a powerful tool for connecting with and engaging customers.
Quick Takeaways:

In B2C, consumers still want certain sensory aspects of the real-life shopping experience despite e-commerce popularity.

Phygital marketing optimizes the experience for B2B customers as well. How you do that depends on your audience and your products/services.

Phygital marketing examples show that the concept can be anything from an all-encompassing business strategy to a few tweaks to improve the experience.

What is Phygital Marketing?

A few weeks ago, I received an email from my good friend James Tennant from Converge that looks at trending keywords and phrases, as well as related questions and propositions from a range of B2B topics. It identified "Phygital Marketing" as an important search trend in marketing.

So I did some research to share my findings with you. (By the way, I recommend signing up for his Converge 'TrendingUp' keyword insights email newsletter.)
Phygital marketing takes the best aspects of both real-life and online purchases to improve the experience as a whole.
We've all heard talk about physical storefronts dying out, especially with e-commerce accelerating under COVID-19 restrictions. However, people still demand certain sensory aspects of the real-life shopping experience.

An optimized phygital marketing strategy prioritizes sensory experiences you can't get via an app. In B2B, it seems phygital marketing would be even more important: The stakes are higher.

Phygital marketing can also use digital technology to enhance physical experiences.

How to Develop a Phygital Marketing Strategy

You can follow these few simple steps to build your strategy:

Research Your Audience

If you're mainly an e-commerce outfit, ask yourself what physical sensory experiences your audience might be lacking.

On the other hand, brands with physical storefronts should ask themselves how digital technology and activity could enhance real-life experience.

Start with your reviews and feedback for inspiration - what issues do buyers give for turning you're your product most often? Investigate data from unhappy clients - what went wrong and how could you use a phygital marketing strategy to fix it?

In B2B, buyers are younger than ever and younger than most marketers think, so keep that in mind as you develop your marketing strategy.

Surveys are always a smart way to crowdsource ideas for improving your shopping experience.

Change Tactics According to Your Goals

What are you hoping to achieve? Certain types of phygital marketing require heavy investments so make sure you have goals and a strategy laid out before diving in.

Prioritize Emotions and Senses

Physical stores aren't only about shopping anymore - they're about creating a sensory experience.

The internet allows us to see and hear. However, our other three senses - taste, smell, and touch - are absent from any online shopping experience.

But there's another aspect difficult to replicate online: human connection and the emotions associated with it.

5 Examples of Phygital Marketing

You've probably used phygital marketing on countless occasions without even thinking about it!

Keep in mind some of the phygital marketing strategies from the following examples might not be totally workable during COVID-19 measures while others might be ideal. Some may be relevant to B2C but not B2B. But we can learn from all of these. It helps to think long-term.

1. Pop-Up Stores or Event Booths

Pop-ups at local festivals, craft shows, industry events, or marketplaces are an awesome way to engage with your audience. These phygital tactics are particularly useful for building hype before product launches or promoting high-ticket products.

These Sonos popups could double as a B2B marketing strategy for reaching businesses interested in buying superior sound tech for their theaters, studios, or venues.

2. Create a Real-World Customer Center

Capital One transformed many branches across major cities into coffee shops with co-working spaces, workshops, and educational/coaching centers. The bank saw demand for human interaction and used it to create a valuable community space.

Research your audience and consider opening a physical branded café where your largest audience (or biggest market potential) lies.

You could offer spaces for meetings, printing, mail, and general Wi-Fi use. Of course, keep a brand concierge on standby to answer questions.

You might also follow the Amazon Go strategy: Create a touchless experience by letting patrons order from their phone or just take what they'd like and automatically charge them after they leave.

3. Distribute Limited Product Samples Directly to Consumers

Today, lots of startups launch as a consumer product with the long-term goal of going B2B. Take Perfect Day - a California-based vegan food startup - for example.

Perfect Day launched their flagship vegan ice cream alternative as a consumer product. It quickly sold out, but the founders had no intention of restocking. Why?

The goal was to market the technology behind the animal-free "dairy" alternative to larger businesses and manufacturers.

Smart move: Perfect Day used marketing to show how successful their product was with consumers while using tools to market the tech to businesses.

4. Implement AR & VR

Amazon, Target, and other major retailers have all launched augmented reality (AR) tools for customers to see what furniture would look like inside their home.

B2Bs haven't fallen behind though.

Medical device manufacturers, aircraft companies, and even food processing companies have all jumped onto the augmented reality trend to blend the physical and digital worlds.

5. Incorporate Wearable Tech

The device also used gamification to encourage engagement: Attendees earned points for every interaction that they could trade in for merch at the event shop.

Each attendee ended up making an average of 31 connections.

Wearable devices can also:

Help attendees navigate the event

Bookmark places or sessions

Allow or deny access restricted areas (depending on their status)

Enable touchless signups

Provide detailed itineraries

Allow staff to communicate

Manage traffic flow and prevent bottlenecks

Conduct secure transactions

Expect wearables to become the norm at events in a post-COVID-19 world as hosts look for ways to go touchless and prevent bottlenecks. And expect to wear things you've never considered before.

Plus, you get access to previously untapped metrics and analytics.

What is Phygital Marketing to You?

As COVID-19 measures reshape the way we conduct business, expect the importance of phygital marketing to grow.

The surge in online shopping and business surely won't go back to pre-pandemic levels. However, people will also develop a new appreciation for real-world experiences, realizing they took in-person interactions for granted.

Each brand will need to develop a unique approach towards merging the digital experience and in-store shopping. What will work best for audience and offerings?
We help companies like yours grow with affordable and effective content, strategy, thought leadership packages, and much more. Check out the Content Builder Services now!

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What is Phygital Marketing? How to Use It and 5 Consumer Marketing Examples

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What is phygital marketing? Nope, it's not a typo. This is a real thing. And we're gonna define it for you: Phygital marketing involves merging the worlds (and words) of both physical and digital experiences. For example, phygital marketing involves communicating with potential customers who might toggle between in-store and online shopping.

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Get : Millenials & GenZ from upper middle class
Who : Rely on technology, try on new experience are lazy and search for simplicity
To : Make Liberty London in-store experience top-of-mind option
By : Liberty gives you the best of In-store & Online shopping experience

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Planning / time