Over the past few years, there has been incredible growth in the opportunities we have to engage with customers using digital. We’ve quickly moved from a world of flash microsites made for viewing on a computer to a multi-screen world, where people expect and demand more from their experiences with companies and brands. They expect the content to be relevant to them; engaging and optimized for the screen they are in front of – all with the ability to seamlessly shift to the other screens in their lives. Lately we’ve been working with companies to plan and build these “connected experiences,” which has led to some thoughts and best practices around how to approach it for your business.
How to drive consumers in-store, back to brick-and-mortar, while giving them a true reason to step out of their comfortable homes and traditional online-shopping, is a topic that continues to surface in the mobile marketing & development arena. Several major brands are now providing new, unique digital experiences via large interactive screens, digital shopping walls and kiosks that aim to provide a level of convenience and depth of experience to consumers in-store. So far, it seems like some of these have a ton of potential, as in the case with Adidas’ Virtual Shoe Wall which was unveiled in January at the National Retail Federation convention. The idea that a small boutique store can ultimately increase their shelf space exponentially is a brilliant idea. Adidas isn’t the first to embark on this effort, and I imagine we’ll hear more this year as small and big-box retailers experiment further with multi-screen consumer engagement strategies (it will be interesting to see what emerges from CET World in San Francisco this month). Continue reading →