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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. 

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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.

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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 social media technology

Nordstrom creates giant Instagram post on its rooftop, promotes it using drones

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Using Instagram to promote the fact you have a big anniversary sale coming up is one thing, taking inspiration from that idea and recreating it as a 14,000-square-foot 3D installation in real-life, is quite another.

But that’s what Nordstrom did on the roof of its flagship Seattle store last week.

Celebrating the launch of its #NSale, the post is comprised of a 55-foot re-creation of a “Leith leopard-print body-con dress”, hanging on a 25-foot-long hanger built by Nordstrom’s visual team. It was pieced together using 400 yards of fabric and real wood for the hanger.

The “massive feat of ‘gramming”, as the team refers to it, was captured by drones and broadcast live via Periscope, as well as pulled together in the below time-lapse video.

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social media

French Connection launches in-store #selfie campaign

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French Connection is launching the “ultimate selfie challenge” in the UK this spring.

Kickstarting officially in London on April 24, the retailer is introducing a campaign called #canthelpmyselfie, inviting shoppers to snap pictures of themselves to create a live display of its seasonal collection in store windows.

Fans are invited to book an appointment via the website for a variety of stores around the country (starting in Regent Street this week before touring to five other cities including Manchester and Newcastle through May) – once there they will select their favourite pieces from the line to wear, indulge in  a mini makeover session and then jump into an interactive selfie booth to snap their photo for the whole high street to see.

Jon Carney, creative partner at digital agency Somewhat, which collaborated on the project, said: “Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands. As consumers’ physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly.”

The real-time “phy-gital” initiative, as its being referred to, simultaneously employs live engagement with passersby by inviting them to ‘vote’ for their favourite look by placing their hand in front of sensors in the windows. The best selfies selected will be in with a chance of winning a £1,000 shopping spree.