April: 'Phygital' Retail Highlights

Here's a round-up of some of our favourite business models and marketing strategies from brands and retailers across the globe centred around this month's theme of PHYGITAL RETAIL.

This includes retail designs from some of the most talented agencies in the industry!

#1 IKEA - (HE)ART SCANNER

Have you ever been refused a purchase? This is what happened to shoppers during IKEA’s 2019 ultra-exclusive shopping experience. This is the 5th time the Swedish furniture giants have run the art project in Belgium however this aimed to be the year to curb resell culture. The range in the gallery boasted unique rugs that had been designed in collaboration with the biggest names in contemporary design including Misaki Kawai and the late Virgil Abloh. Customers were asked to wear headsets that measured biometric data to monitor how emotionally affected they were by the product to ensure customers were buying the rugs for the right reasons – and not purely for resell - “You can only buy it, if you feel it”

#2 Lego x Snapchat - THE EMPTY POP-UP

Snapchat teamed up with Lego Wear to offer its members a completely different shopping experience in the form of an augmented reality fashion boutique in London. From a glance it’s a completely blank room with a single code but once the snapcode is scanned the space is transformed into an immersive metaverse complete with a variety of streetwear to shop, Lego figurines, a DJ and even an arcade machine. The innovative and playful brand experimented with a digital experience where customers could browse and buy within the digital world which would then be brought directly to them in the real world. A totally phygital experience.

#3 The Inkey List - PHYGITAL WALKTHROUGH

The well-established, natural, no nonsense skincare brand wanted to further amplify its presence within the beauty sector via an empowering pop-up store in Covent Garden. The week-long event was an immersive ‘phygital’ walkthrough of the brand’s recommended 5 step skincare routine. The skincare journey began with a QR code which prompted customers to build a ‘myINKEY’ profile allowing them to build their own skin recipe throughout the experience. As there were no products available to buy on site, with the focus of the pop-up being an educational but fun experience, products that were of interest could be scanned using their QR code, added to your personalised skin recipe and then delivered straight to your door. Within each target area were interactive games and knowledge building quizzes with the chance to win prices including a year’s supply of Inkey products.

#4 Chanel x Farfetch - THE MAGIC MIRROR

The luxury collaboration resulted in a state-of-the-art high tech dressing room designed to create a seamless personal shopping experience. It is the meeting of the retail excellence of Chanel and the digital excellence of Farfetch. The exclusive journey begins with the Chanel app where repeat customers can pre choose a particular look or item which will then be instore for their appointment with a personal shopper. During the try on stage, the interactive mirror detects items entering and exiting the fitting room using RFID which will then trigger a display on the mirror. This includes videos of the runway models wearing the garment, styling inspiration and details of the garment.

#5 Burberry - SOCIAL CURRENCY

The luxury fashion house debuted its first social retail store in Shenzhen, China, powered by tech giant Tencent. The partnership created a pioneering new concept that redefined the expectations of luxury retail by connecting customers digitally whilst rewarding them in store. Through the exclusive messaging platform, WeChat, customers were able to unlock exclusive content and personalised experiences to share with their community. Within the store is a myriad of spaces offering interactive digital experiences in conjunction with the Burberry x Tencent app which offers information on appointments, styling services and upcoming events. The more that customers interact with the app, the more they will ‘earn’ to spend in the app where you can unlock exclusive items, buy outfits for your avatar and interact with likeminded members.

#6 Cannabotech - SKIN SCAN

Cannabotech approached us to re-introduce CBD-based products to the UK market in a way like never before; to create a physical retail presence that would propel the brand to be a trusted voice in the world of personal well-being and elevate their CBD-based products to new heights - infusing integrative care, high-end tech and nature’s wonders to improve the health of consumers. Customers are welcomed with a ‘My Being’ skin scanner which extracts biometric data allowing the specialists to determine suitable products depending on your results. In the centre of the store sits an interactive touch sensitive table allowing customers to learn more about the CBD products through its RFID technology. The system also activated large overhead screens, channelling digital media and educational content into the store environment.

#7 Lush - A PRICELESS EXPERIENCE

In Lush’s quest towards being as waste free as possible, the British cosmetics’ retailer redesigned their Tokyo store to create a digital shopping experience. Lush cut out the need for signage and pricing by launching their newest feature, the Lush Lab App. The shopping experience begins in the queue where shoppers can interact with the 24 hour shoppable digital window displays directing them to an ‘all you need to know’ guide to the store. Within the Tokyo store, by using the app, customers scan the ‘naked’ items for ingredient lists, product benefits, prices and related items – all without a label in sight. There’s also interactive art you can play and engage with, and a sushi bar displaying the newest and most popular items…and you guessed it, packaging free!

#8 ZARA - Z(AR)A

With the rise of ecommerce and new technologies evolving, the question is, “what will the store of tomorrow look like for bricks and mortar retail across the world?”. There will always be a place for a physical store, however, brands and retailers must evolve with the ever-growing digital world. Global fashion retailer, Zara, have recognised this by designed an app which saw traditional mannequins ditched for digitalised ‘real life’ international models, Lea Julian and Fran Summers. When the QR codes are scanned, it triggers a display of the latest looks for customers to see how the clothes sit and move on a real body. It was a bold move with a blank window display and no instore marketing but it certainly created that new and interactive experience that shoppers are looking for.

#9 Amazon - SHOP APP GO

Last year Amazon opened its first ever physical Amazon Go UK store in Ealing in the form of a convenience store seeking to disrupt the food retail market. The high-tech store uses AI technology to detect and track which items customers place into their baskets and then check out with a completely contactless payment. Prior to the store visit customers are asked to log into the Amazon Go app and log their payment details. As a customer shops, the AI sensors calculate the sum of the basket which they will then automatically be charged for once they leave the store. The retail giant is expected to open nine more stores across the UK depending on the success of the Ealing location.

#10 Nike - MULTI TOUCH

Aware of how consumers are utilising the physical and digital worlds, Nike sought to create a seamless customer journey in which digital technologies were at the core of the design. This was achieved through three key interactive touchpoints within the Berlin store: the media wall, the replica kiosk and the Nike bootroom. All of which were designed using cutting edge technology allowing brand advocates to delve further into the components of the items, compare items, customise and purchase items, learn more about the brand, and educate themselves on the latest sports new and live updates from across the world.

That's all for this month! Let's carry on the conversation...

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