Whoosh! The impact of out of home signage in the fashion industry: 2 case studies with ROI statistics

La Redoute explore with the weather

How great would it be to have your own personal shopper assistant without being in a store?

La Redoute have the answer to this through their live weather billboard with weather sensors for their campaigns.  The sensors attached to the digital signage detect different weather changes and once the weather changes, the models outfit changes accordingly to suit the temperature. This unique concept means that consumers can gain ideas on what to buy for that particular season. Of course, some countries would have a massive variation for times it changes, as places like the UK are known for going through different season in the same week.

Outcome (ROI statistics)

  • La Redoute weather-triggered OOH signage campaign resulted in a 34% traffic uplift to their website despite the campaign being deployed via an offline channel.  
  • The campaign generated a 17% sales increase during the time it was running.

 Brand Awareness                                                                                                                                                                    The objective of a successful brand awareness strategy is to gain trust and credibility with customers and end users. This digital signage meets this objective Percy and Rossiter (1992). The logo is in a good place and is easily identifiable.  

Information Relayed                                                                                                                                                         Message is clear as it conveys that La Redoute have clothes for all type of seasons. It is also a great way to show potential customers a range of some of the collection of outfits to buy.

Target Audience                                                                                                                                                               Women walking in the street of Paris that may want something for the current season. Women are the world’s most powerful consumers Popcorn & Marigold (2000).

Level of Engagement                                                                                                                                   It is quite engaging as the image, will change relevant to the weather however does not include any call to action. It is apparent that this digital campaign provided relevant content which increased customer engagement. According to Dennis, Brakus, Gupta & Alamanos (2014) the magnitude of the reach of digital signage is what rivals other channels. Therefore, retailers such La Redoute reach a larger audience with their marketing message with the use video. Further the outdoor campaign cannot be switched off and forms part of the consumer’s environment, it has a 24 hours a day, seven days a week, creating sustained awareness Jurca (2010).  The images are an effective tool used by La Redoute particularly, as these include motion Messaris (1997).

Pros                                                                                                                                                                            It offers the possibility to change creatives in real time, with unlimited number of visuals. To advertisers, this means being able to offer powerful content and messages, that are adapted to the time of day, the type of audience, a special event, spontaneous promotions. Weather has been shown to fundamentally influence the consumer’s mind frame – in both what products they purchase and the amount they are willing to spend. By capitalising on changes in the weather through weather-activated promotions, marketers can greatly improve campaign results. In addition, women are good target market because when they are pleased with products and services; they talk about them to others Popcorn & Marigold (2000).

Cons                                                                                                                                                                   There is not much message on the billboard so it is hard for potential customers to see the major benefit for buying their choice of clothing from Laredoute. This is because they may get a great idea of and to buy; this same clothes will be available in other retail stores being the competitive industry.. According to Ravnik & Solina (2013), using social media simultaneously with digital signage can maximise the amount of engagement to customers. Therefore, exploring this avenue could have been included as part of this campaign.  Further some campaigns also use it in conjunction with current smartphone apps, pushing promotions, offers or essential marketing messages straight into the hands of new or returning customers.

In addition, most advertising space are rented in 2 week cycles, and whilst it can be a low-cost and effective way to increase brand awareness, once the time duration is over, the advert is no longer displayed. Whereas with social media, the content is well-written, relevant, and suitably optimised for search engines there is no time limit set for how long that it is visible for the customer Treem & Leonardi (2013).

Read this article about how digital signage enables customer engagement:

Super Dry deploys its first dynamic digital Out Of Home ad campaign

This uncovers the innovation of Super Dry with the launch of their disruptive digital out-of-home advertising campaign. This is known as a smart mirror, which is located in Berlin at Super Dry’s flagship store in Berlin. The smart mirror is 82-inch and enables customers to digitally try out clothing from super dry’s new winter collection. Customers use hand gestures to browse through the collection on the mirror, and they can select their favourite pieces with an “air punch”. A good way of imagining this is, if you have ever played a Nintendo Wii; it is similar actions but without the console.

Should we go to Berlin to try this or better still should it come to us?

Recently I read a University of Brighton Blog post, which described augmented reality for make-up shopping. I asked the question “Could the same be next for clothes shopping?” I guess my answer is here!

Click here to find out about Augmented Reality for Makeup shopping

Everything happens in real time so there is an integrated body tracking technology, which allows them to try on the garments digitally as they browse. The screen will imitate all movements of the customer, which therefore allows people to get a feel for the garment.

Outcome (ROI statistics)

  • The campaign generated over 10% sales increase during the time it was running
  • 16% increase on visit to website

Brand Awareness

The customer is already in store at this point so they are definitely aware of the brand; it is more a question of whether they buy the product.  Video is believed to increased the receptiveness of a brand Tsuji, Bennett & Leigh (2009). Superdry’s marketing is consistent with their brand image as they convey an inclusive approach standing on the basis of a British design with a Japan spirit meanwhile, they welcome people form all over the world. This is can be seen in their twitter post below;

Information Relayed                                                                                                                                           This innovative initiative is very clear along with the offering for the customer. The mirror provides information such as colour options and design details for collection, while messaging encourages customers to share their smart mirror experience and favourite products on social media platforms. The data of those favourite products is then collected by Superdry to help develop future collections.

Level of Engagement                                                                                                                                       Pat Fahy, creative director, customer experience at Seymour Powell. “We’ve designed the smart mirror to stop shoppers in their tracks with an engaging, fun and highly interactive experience that brings them closer to the Superdry brand and products.” This is very true and extremely engaging it saves time in terms of going to changing rooms etc. and can act as a huge incentive for customers to make more purchases in store. Dobrow (2004) states that games that incorporate “advergaming” have a chance of 30% chance of recalled after a short time, and 15% after five months. The smart mirror acts as a great tool that help consumes, build a personal dashboard giving them a sense of control and command over the many facets of their busy lives Rashid, Peig & Pous(2015).

Pros                                                                                                                                                                      Craig Bunyan, senior designer at Seymourpowell, added: “Using a combination of Photogrammetry and 3D-scanning techniques, we were able to generate high quality digital models, complete with photorealistic textures. These models were then bound to digital ‘skeletons’ which allow them to be driven by depth sensors embedded in mirror installation. The workflow is very similar to modern Hollywood CGI character animation techniques.” The power of smart mirrors is the idea of a realistic simulation that engaging users while they are in their environments Zyda (2005). Digital signage also solves the problem of unpredictable waiting times and long queues in store. Simply connecting with internal queue management systems it offers a more efficient and professional treatment to the customer, optimising the waiting experience Bajkowski.(2016).

Find out about how smart mirrors are making their way in changing rooms : Click here …

Cons                                                                                                                                                                      The buzz it creates could cause a lot of focus on trying clothes and less on the actual purchases however, based on the results this currently does not remain the case. The key restrain for this technology are its technical drawbacks such as memory loss and faulty sensors. Finally, data issues always arise when it comes to these types of technology. In this case, the smart mirror is able to collect the identification of the users and also track their spending habits and trends which can impose on the customer’s privacy.

Find out how smart mirrors might be the future of in-store customer analytics

Miss the previous post on digital screens ? Click here 

 

 References

Bajkowski,J.(2016) Optimising digital payments for government,Informit., Vol. 36, No. 2, pp 22-23

Dennis, C., Brakus, J.J., Gupta, S. & Alamanos, E., 2014. The effect of digital signage on shoppers’ behaviour: The role of the evoked experience. Journal of Business research, Vol.67,No.11, pp.2250-2257

Dobrow, L. (2004) “How to Play Games and Influence People: Advergaming Emerges as New Ad Option,” Media Daily News, January 15, <http://www.aef.com/channel. asp?ChannelID=6&DocID=2492&location=In%20The%20News> (accessed on 10th March 2017)

Jurca, M.A. (2010) THE FORMS OF UNCONVENTIONAL ADVERTISING-A THEORETICAL APPROACH. Management & Marketing Journal, Vol.8, No.2

Kiss, C. & Bichler, M. (2008) Identification of influencers—measuring influence in customer networks. Decision Support Systems, Vol.46, No.1, pp.233-253

Messaris, P. (1997) Visual persuasion: The role of images in advertising: Sage

Percy, L. & Rossiter, J.R. (1992) A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, Vol.9,No.4, pp.263-274

Popcorn, F. & Marigold, L. (2000) EVEolution: The eight truths of marketing to women. Hyperion

Rashid, Z., Peig, E., & Pous, R. (2015) Bringing online shopping experience to offline retail through augmented reality and RFID, IEEE, pp. 45-51

Ravnik, R. & Solina, F. (2013) Interactive and audience adaptive digital signage using real-time computer vision. International Journal of Advanced Robotic Systems, Vol.10,No.2, p.107

Treem, J.W. & Leonardi, P.M. (2013) Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association. Annals of the International Communication Association36(1), pp.143-189

Tsuji, Y., Bennett, G. & Leigh, J.H. (2009) Investigating factors affecting brand awareness of virtual advertising. Journal of Sport Management, Vol.23No.4, pp.511-544

Zyda, M.,(2005) From visual simulation to virtual reality to games. Computer,Vol38.No,9,pp.25-32

 

 

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