updated - January 26, 2020 Sunday EST
For other brands, the mall of the century has arrived.
Inexpensive high-end brand Kate Spade has introduced few days ago the shopping-friendly scaffolding in Short Hills mall in New Jersey. This allows customers to communicate and buy items from the label before the actual shop opens.
Through the quick personality test that is shown in touch screen monitors-the results that will be shared on social media-the shopping-friendly construction scaffolds can help the brand gather consumers' feedback in a certain area. Apart from that, they will gather contact details of possible consumers for the company.
The Science Project is responsible for the digital storefronts, a company that introduces digital innovations to actual shops and has made interactive holiday windows for Saks and Barneys New York.
"We are constantly finding solutions to enhance our customer experience. At times, such solution is either interactive or digital," as explained by the chief marketing official of Kate Spade, Mary Beech.
Mary explained that the company went to the project, which began construction at the start of September, as a form of starting to communicate with consumers before the shop opens. In the past, she commented, even if Kate Spade put signage to launch the brand before the ribbon-cutting event on a new shop, "it is like a one-way conversation,"
Consumers can browse through Kate Spade site and buy the items they wish, which are delivered for free with delivery time of one day only.
When the customers drop off before encoding their contact details or process their purchase-she can expect something different-Kate Spade's ROI will not just rely on these items. Instead, it goes through education as well.
Take this for example, the shop at Short Hills mall may see that ladies in New Jersey choose to wear something flashy; in a future shop, it may see women don't like to wear too shiny. This can help the company to do better stock management that will convey to their customers where to buy the things they prefer, as explained by the founder of The Science Project, Jeremy Bergstein.
The company will open another shopping-friendly scaffolding this November, but no specific location has been announced yet.
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