Trailblazing digital integration in retail stores

Never have we seen such competition when it comes to best integration of digital technology into the physical retail environment.

At the awards held in March, we saw a huge increase across all categories of brands integrating digitally connected tools into their in-store POP marketing activations. Needless to say, digital is having a huge impact on retail marketing.

How is shopper behaviour changing in 2021? How is mobile and social becoming an increasingly important part of businesses marketing strategies.

Read some inspirational overviews of activations from the recent Shop! ANZ Retail Marketing Awards.

Spark Virtual Store

99/Proximity NZ for Spark

Amid the Covid-19 pandemic, a new way of shopping was launched. In just 8 short weeks, a 100% remote working team launched NZ’s first 3D online Virtual Store for NZ’s leading Telecommunications business Spark.

The Spark Virtual Store integrated cutting edge technology with a client ambition to materialize Spark’s aspiration to bring the future to New Zealand faster. The Covid-19 crisis and lockdown meant closed physical retail stores and shoppers being challenged in their ability to discover Spark physical stores offering across products, service and experience. In a market that still needed to drive commerce despite physical retail restrictions, the new world demanded an innovative solution to meet fast changing needs and plug the revenue gap.

The project combined 3D architectural modelling techniques with emerging interactive design to be immersive and intuitive. The store mirrored the physical customer journey experience from the moment the customer entered the store.

A success by all measures, the store surpassed expectations of site traffic, sales conversion, and product awareness, as a result the 3D Virtual Store is now a permanent e-commerce channel for Spark as they explore further development of the experience: extending the offer from retail to business customers.

GlamCam Virtual Lash Try-on

Point Retail for McPhersons

In the highly competitive world of lashes, the Glam brand needed an easy-to-access online platform, without the barrier of downloading an app. With budget restrictions not allowing for snap-chat style filters and facial tracking, the challenge was set to develop an intuitive interface for users to promote online sales. The GlamCam Virtual Lash Try-on utilises online access to deliver an interactive experience. The clear innovation lies in the interface and usability of the system without the expense and complication of facial tracking.

The platform also automatically tailors the experience to align with the Glam range within each retailer from where the user has been directed, then redirects the user straight to that product on the related retailer e-comm site to process the purchase seamlessly.

Despite an overall decrease in lash sales throughout the course of 2020 due to COVID-19 related reasons (e.g. fewer face to face events), the Glam brand has achieved a very impressive sales uplift, since the platform went live, from retailers in which the GlamCam Virtual Lash Try-on has launched.

The campaign has achieved overwhelming success and industry accolades, and will continue to evolve as new products are launched within the range.

Revlon Super Lustrous Lipstick Carousel and Virtual Mirror

POP This! for Revlon Australia

The Revlon Super Lustrous Department Store Spinner, is one of the most unique retail propositions in 2020. It is a combination of traditional retail display design with integrated AR technology that is a first in the Australian and New Zealand department store market.

The "Virtual Mirror" app is a hygienic/sanitary option for customers in the current COVID environment and improved the shoppability of the Super Lustrous range. Customers can identify their best shade of 54 on their lips, without the traditional messy product testing.

The "Virtual Mirror" app is an integrated tool on a new generation of retail display that meets traditional and future customer needs.