| Title | INSPIRATION CORRIDOR |
| Brand | KLEPIERRE |
| Product/Service | KLEPIERRE MALL |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
Credits
| Vincent Druguet |
Digitaslbi France |
Head Of Connected Commerce Offer |
| Julien Terraz |
Digitaslbi France |
Creative Technologist |
| Diego Verastegui |
Digitaslbi France |
Realization |
| Jeremy Vissio |
Digitaslbi Paris |
Motion |
| Nolwenn De La Pintière |
Digitaslbi France |
Designer |
| Amelie Cruchet |
Digitaslbi Paris |
Communication Officer |
| Sarah Coutin |
Digitaslbi Paris |
Project Co/Ordinator |
The Brief
One of the biggest problems brick-and-mortar retailers face these days is that many consumers prefer the convenience of shopping online. How technology can enrich the everyday consumer shopping experience to adapt to ever-changing consumer behaviors, and increase consumer loyalty and engagement ?
We started from a strong insight: consumers rarely know every single shop in a mall, and are even less aware of their newest products. Right now, there’s a wealth of product information available to people through personalized search engines. The idea was to offer people all this information in a fun and experimental way, using digital technology in shopping malls.
Describe how the promotion developed from concept to implementation
An infra-red Kinect camera analyses individual visitors as they enter the “Inspiration Corridor”, thanks to body scanning technology. A device equipped with QUIVIDI video analysis and PigData product recommendation scans the users and their outfits within 10 seconds and registers the collected datas.
This analysis generates a personalised ‘mood-board’ of products to consumers upon their arrival. They can scan the bar code of another product purchased within the shopping centre if they wish to accessorise it. This produces a selection from the Socloz-supplied database of products and catalogues of partner brands presented in the shopping centre.
Describe the success of the promotion with both client and consumer including some quantifiable results
The installation merge the online and offline gap, helping bring more foot traffic to physical stores.
The video demonstration had more than 16 000 views in a month and a great press coverage and interviews from
worldwide key titles : Influencia, CB News, Minute Buzz, Business Insider, Digiday, PSFK…etc.
"Our ambition is to make Klépierre Group a part of this innovative form of marketing that uses digital solutions to answer to the latest demands in retail and to create a truly interactive shopping experience"said Sandrine Quesnel, CMO of the Klépierre Group.
Explain why the method of promotion was most relevant to the product or service
Upon leaving the corridor, iBeacons technology Bluetooth® 4.0 allows customers to synchronise their product selection on their Klépierre mobile application. They can then geo-localise all the pre-selected products within the shopping centre.
a device that combines the best of what both digital and offline have to offer. It reinforces consumer commitment and loyalty on the one hand, and on the other increases visits and attractiveness for retailers of the shopping centre.