Creating a personal experience for the consumer is nothing groundbreaking and is often what some brands strive to create, but we take a look at 3 brands that are taking this to the next level through innovation
Burberry - On the 30th of September Burberry announced it's latest initiative have led to a 55% increase in sales over a 6 month period. The campaign allowed customers to customise bottles of the 'Mr Burberry' fragrance, this then tied in with 4OD and Google's ad network to preview adverts with the customised bottles and viewers initials. The ability to see your own customised bottle in an advert creates a real personal touch and potentially a decisive factor in the consumers purchasing decision. The campaign was fronted by two of Britain's most iconic models, Kate Moss and Cara Delvingne, proving to be another great success from Christopher Bailey, in which he sets!
ASOS - The daddy of e-commerce recently announced some changes to its shopping experience with the intention to create a 'more edited and personalised' as it draws closer to its £2.5 billion sales target in 2015. ASOS are looking to move slightly away from their model of browsing through thousands of products, as Chief Executive Nick Robertson suggest the novelty of this is 'starting to wane', with their range growing at such a rapid rate the shopping experience must remain relevant to the user. Following on from their "As Seen on Me" feature, ASOS is allowing shoppers to follow stylist who 'flush up' new products which they believe is a 'clean, simple' way of editing choice. It doesn't stop there as ASOS also plans to roll out recommendations and personalised product ideas based on previous browsing and shopping behaviour, later this year.
Lidl - The German retailer plans on launching a specific website that consumers to get more engaged with the brand, as part of a larger plan to build a community for the brand. Marketing Director Arnd Pickhardt describes it as "We want to offer customers that want to go a step further in terms of engaging with the brand another opportunity. It’s about giving access to information earlier than others, letting them try and test products".
Burberry - On the 30th of September Burberry announced it's latest initiative have led to a 55% increase in sales over a 6 month period. The campaign allowed customers to customise bottles of the 'Mr Burberry' fragrance, this then tied in with 4OD and Google's ad network to preview adverts with the customised bottles and viewers initials. The ability to see your own customised bottle in an advert creates a real personal touch and potentially a decisive factor in the consumers purchasing decision. The campaign was fronted by two of Britain's most iconic models, Kate Moss and Cara Delvingne, proving to be another great success from Christopher Bailey, in which he sets!
ASOS - The daddy of e-commerce recently announced some changes to its shopping experience with the intention to create a 'more edited and personalised' as it draws closer to its £2.5 billion sales target in 2015. ASOS are looking to move slightly away from their model of browsing through thousands of products, as Chief Executive Nick Robertson suggest the novelty of this is 'starting to wane', with their range growing at such a rapid rate the shopping experience must remain relevant to the user. Following on from their "As Seen on Me" feature, ASOS is allowing shoppers to follow stylist who 'flush up' new products which they believe is a 'clean, simple' way of editing choice. It doesn't stop there as ASOS also plans to roll out recommendations and personalised product ideas based on previous browsing and shopping behaviour, later this year.
Lidl - The German retailer plans on launching a specific website that consumers to get more engaged with the brand, as part of a larger plan to build a community for the brand. Marketing Director Arnd Pickhardt describes it as "We want to offer customers that want to go a step further in terms of engaging with the brand another opportunity. It’s about giving access to information earlier than others, letting them try and test products".
