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Editor's pick mobile technology

Macy’s teams with IBM Watson for AI-powered mobile shopping assistant

IBM Watson Macy's
The new AI-powered Macy’s On Call mobile tool from IBM Watson and Satisfi

Macy’s is set to launch an in-store shopping assistant powered by artificial intelligence thanks to a new tie-up with IBM Watson via developer partner and intelligent engagement platform, Satisfi.

Macy’s On Call, as it’s called, is a cognitive mobile web tool that will help shoppers get information as they navigate 10 of the retail company’s stores around the US during this pilot stage.

Customers are able to input questions in natural language regarding things like where specific products, departments, and brands are located, to what services and facilities can be found in a particular store. In return, they receive customised relevant responses. The initiative is based on the idea that consumers are increasingly likely to turn to their smartphones than they are a store associate for help when out at physical retail.

Head over to Forbes for the full story on what the technology itself includes as well as further detail on what the experience enables the customer to do.

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Comment Editor's pick mobile technology

Comment counts: Retailers should look to Pokémon Go for location marketing inspiration

Retailers needn’t just jump on Pokémon Go as a sponsorship opportunity, but use it as a starting point to explore all the options around location-based marketing, writes xAd’s Theo Theodorou. 

Pokémon Go
Pokémon Go in-store at Sephora (Image via @BrandiiNycolee on Twitter)

It may have been a time of chokers, bomber jackets, double denim and all things grunge, but the 90s were also the decade that Pokémon was born. For millennials, Japan’s Pokémon was a huge part of growing up. Fast-forward 20 years, and just like those fashion trends, the game is back. Now instead of trading cards, fans are running around the world catching characters in the augmented reality game Pokémon Go.

Released officially on July 6, 2016, the game uses a player’s mobile GPS to show a virtual version of their world populated with Pokémon characters to catch. In less than a week, it reportedly became the number one downloaded app on the app store, gained as many users as Uber and Tinder, topped Twitter’s daily users, and started seeing people spend more time with it than in Facebook. It also caused Nintendo’s share price to increase by more than $7bn.

Aside from realising just how many consumers love games, what can fashion retailers learn from this newest internet craze; one that gamifies our location in the real world, in real-time?


Generation mobile-savvy

Pokémon Go has tapped into the demographic that grew up with its card trading format. Now mobile-savvy and tech obsessed, this generation are demonstrating an immense appetite for a fully online/offline immersed world.

Pokémon Go is essentially the latest poster child for the power of location. Just like all successful location-aware apps like Uber, Tinder and Just Eat, the game delivers a valuable, fully merged experience, and retailers want in on the engagement this connected approach is creating.

Pokémon Go retail
Retailers have jumped on the Pokémon Go phenomenon, even in jest (Image via @Gobobbo on Twitter)

A huge 89% of all retail sales are still happening in brick and mortar stores, yet the world is simultaneously becoming increasingly mobile-first. As a result, it is imperative that retailers link the two worlds. As consumers are influenced by more than one channel now, it is crucial that brands understand how online advertising influences their consumers’ real world actions and vice versa.

Where we go, says a lot about who we are. Just like a player’s location tells us about what character they are looking to catch, location insights allows brands to understand a person’s context and proximity to points of interest, which then influence their experiences and actions in the real world.

Compared to search and social, location speaks the truth about our intentions. Just because I searched for a John Lewis voucher as a present for my niece’s birthday, doesn’t mean that I am the perfect target for future online advertising from them, for instance. However, actions speak louder than words and if, through location-based technology, John Lewis were to know I visited multiple stores on different occasions, it’s far more likely I am a worthwhile consumer to target with personalised advertising.


The power of location

While it’s exciting that Pokémon Go has brought the power of location and its abilities to the forefront by giving them a tangible and obvious consumer use, it is critical that retailers think about the type of relationships they want to build with customers. With brands now interested in investing in ‘lures’ by placing a character outside (or inside) their stores, many are recognising the potential location-technology has in driving store visitations.

However, retailers shouldn’t just jump on Pokémon Go, but explore all the options around location and what it has to offer. The pertinent question to ask is would retailers rather use a bribe essentially unassociated to the brand to get people there, or use location intelligence based on real-world behaviours to meet their needs better? With its ability to drive the right customer to a store, at the right time, brands can use location technology to drive engagement and build long lasting, loyal relationships instead of just visitors who want to ‘Catch em all’.

While the technical ability to map locations has existed for several years its accuracy has significantly improved. Now, through Blueprints technology like xAd’s, brands know whether a person is inside a store or just walking down a street – knowledge that is the difference between delivering messages of value or something of irritation to a potential customer. This level of precision means that brands can be sure impressions are meaningful and made on the right audience.

Ultimately, retailers want to drive revenue by enticing customers into their store to buy their products or services. Location technology enables brands to do this by providing intelligence about a customer based on where they go. This means the retailer can then personalise and enhance the customer experience. In a mobile-first world, where we start our path to purchase journey online and complete in the physical world, it is critical that brands grab the opportunity to join the dots between these two worlds.

Theo Theodorou is the MD of EMEA at location-based mobile advertising technology company, xAd. Comment Counts is a series of opinion pieces from experts within the industry. Do you have something to say? Get in touch via info@fashionandmash.com.

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Editor's pick film mobile social media

Hunter to partner with tech start-up Grabyo for real-time #LFW show

Hunter Original AW14 Look 1

Live and localised are two key phrases you can associate with the Hunter Original show due to be held at London Fashion Week next Saturday, September 13.

The British-based wellington boot brand, in its second ever season showing on the runway, is set to partner with real-time video start-up Grabyo in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter.

Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones (which is where the majority of traffic inevitably tends to be seen based on Grabyo’s past experience).

Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.

Read the full story at Forbes.com.

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digital snippets mobile social media Uncategorized

Digital snippets: Louis Vuitton, Project Runway, Westfield, Nike, Macy’s, Ikea

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Louis Vuitton’s Yayoi Kusama app turns pics into polka dot art prints (as above) [PSFK]
  • Virtual Heidi Klum rates outfits of visitors to New York’s High Line via interactive Project Runway billboard [AdWeek]
  • Westfield pits East against West in social media Olympics campaign [Campaign]
  • Nike to run real-time Olympics Twitter ads [The Drum]
  • Macy’s rolls out Shopkick mobile rewards app nationwide [AllThingsD]
  • Retail brands can benefit from greater reach on Facebook by targeting their fans’ friends [Media Week]
  • B2B fashion sites on the rise [WWD]
  • Spoonflower lets users design and sell own custom fabric [TechCrunch]
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digital snippets e-commerce Uncategorized

Digital snippets: Oscar de la Renta, Hugo Boss, Nike, Michael Kors, Dove, Target

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Oscar de la Renta sells five Resort tees in first day via TheFancy (as pictured) [NY Times]
  • Hugo Boss hosts New Dimension Beijing event, live-streams new collection and campaign in 3-D [Hugo Boss]
  • Nike’s interactive ad challenges viewers to find secret content [PSFK]
  • Michael Kors opens new store via email, social video invite [Luxury Daily]
  • E-commerce in China: how the world’s biggest market buys online [Mashable]
  • Op-Ed: Are we failing to fulfill the potential of fashion film? [BoF]
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digital snippets film Uncategorized

Digital snippets: Selfridges, Karl Lagerfeld, Bergdorfs, Nike, Mr Porter, Gap

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Selfridges launches The Film Project with Alexander McQueen (as above), Comme des Garçons, Dries Van Noten, Gareth Pugh, A.F. Vandervorst and Rick Owens [Karl is my Unkle]
  • Karl Lagerfeld launches new content-driven website [WWD]
  • Bergdorf Goodman partners with magazine app Zite to push brand-relevant lifestyle content [Marketwire]
  • Mr Porter launches global augmented reality fashion hunt [Mashable]
  • Nike showcasing ‘future of retail’ with pop-up Nike+ FuelStation in London [Creativity Online]
  • Gap launches new campaign integrating geo-fencing technology [PSFK]
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Uncategorized

GPS treasure hunting with Timberland

Timberland is running a GPS-enabled treasure hunt to push its new Earthkeeper footwear range across Europe.

The ‘Trail of Heroes’ campaign is open until June in Berlin, Brussels, London, Madrid, Milan and Paris.

It encourages participants to find hidden treasure (prizes such as clothing from the brand and a trip to Iceland) off the back of coordinates sent to their GPS device.

Geocaching.com/trailofheroes is a campaign site created by brand experience specialists BEcause and Groundspeak, reports Campaign.