Acknowledging and
exploiting the trends
and platforms that
dominate our lives.
Over the last months, a new army of Pokémon hunters has appeared across the globe, easily recognised by their fervent, screen-guided wandering. Clever retailers tapped into this trend by marketing themselves as places where shoppers could pursue the digital creatures and shop simultaneously. Rather than just jumping on the bandwagon, these are examples of retailers perceptively utilising consumer insight.
Instead of grappling with how to change behaviour, could retailers and brands focus more on what customers are already doing?
By partnering with social media companies or popular platforms, rather than creating a dedicated app, retailers can harness habitual behaviour to drive engagement with their products. What’s more, partnering with other brands to create experimental brand eco- systems could enable them to join the dots in the shopper journey and add value to their proposition.
Case studies look at Tok&Stock in Brazil, Snickers and 7-Eleven in Australia, and Westfield and Sanderson Hotels in the UK.
This report was first published in In-store Insights Issue 27.
Sorry, this document is only available to members. If you are already a member, login here.
Contact us for details on membership and becoming a member.