Title | HANDSFREE SHOPPING |
Brand | MAMMUT |
Product/Service | MAMMUT STORE |
Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
Entrant Company
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
Advertising Agency
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
Advertising Agency 2
|
MRM // McCANN WORLDWIDE Frankfurt, GERMANY
|
Credits
Elke Klinkhammer |
Mccann WORLDGROUP |
Cco |
Martin Biela |
MRM/Mccann |
Executive Creative Director |
Dom Heinrich |
MRM/Mccann |
Creative Director Innovation Advertising |
Mark Hollering |
MRM/Mccann |
Creative Technology Director |
Normann Joseph |
MRM/Mccann |
Sen. Application Developer |
Gift Amlumyong |
MRM/Mccann |
Visual Designer |
Suzana Mitrasinovic |
MRM/Mccann |
Account Director |
Maurice Racz |
MRM/Mccann |
Strategy Director |
Christian Endecott |
MRM/Mccann |
Copywriter |
The Brief
As a leading international, outdoor brand of Swiss origin Mammut is particularly drawn to mountains. The mountain separating the digital and physical world was no exception. We wanted a solution that would overcome this obstacle and provide customers and their digital communities with a clear route from the world of pinning and sharing Mammut equipment on social media directly into stores and, more particularly, to specific products within stores, without using their smartphone.
Describe how the promotion developed from concept to implementation
To scale these heights we developed a digital infrastructure that includes new beacon technology in a prototype store which seamlessly connects our retail area with a custom app promoted via newsletter, available via App Stores. Our customers pins and favourites of preferred Mammut equipment are saved in the app through Social Connect. Our in-store visual guidance system and smartphone app then enable them to head directly for preferred products, while digital displays show additional recommendations and products liked by friends. Additionally, employees can view customers’ shares and pins on tablets and offer extremely targeted support. There’s also a 10% discount for using the app and the Passbook voucher is automatically redeemed on checkout.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to the “beacon.store”, ecosystem Social Media is now seamlessly integrated into the real world, without annoying or distracting customers, leaving them free to focus on finding whatever they need to reach their own mountaintops. For us, that’s summit attained. And for our customers it’s a new feeling of freedom, almost like reaching the mountain top.
68% Used the App. as seamless navigation while shopping in the Mammut Store
52% Customers used the 10% Voucher
Explain why the method of promotion was most relevant to the product or service
Enabling outdoor enthusiasts to explore and discover lies at the heart of the Mammut brand. What could be more appropriate than providing customers with a solution that enables them to navigate their way from the digital realm directly to the real-world equipment they need to achieve their outdoor objectives?