Recent scientific research has provided further evidence of the importance of rituals, proving that food actually tastes better when it’s part of a ritual.
Burberry’s new store reflects a significant shift in customer expectations – online stores have raised the bar in terms of the opportunities for rich content delivery, customised shopping and a high level of convenience. Shoppers are now increasingly extending these expectations to the physical store environment as well.
I think ABSOLUT has hit the nail on the head with this one. Ultimately, it works because everyone wants to be an individual – the younger demographic especially. So offering a product that no-one else can possibly have is bound to be a winner.
But what use is being an individual if no-one knows you have a one in four million bottle? Well, tell the world on Facebook, Twitter or Instagram and problem solved!
To truly understand the store experience of an Australia wide retailer you have to visit a large number of stores, something that this study failed to do. Visiting a large number of stores takes a lot of time, effort, and in the end, money.
Following the public outcry, a recent media release from Gerry Harvey reveals he is stepping away from the campaign, saying it was ‘suicidal’ to have been involved. The backlash to him personally and his chain of franchises, Harvey Norman, has been too strong.
More and more companies are seeing a social media strategy as the ‘must have’ item for their brands in order to deliver their message to the world. Plenty has been written about the pitfalls of creating a strategy without enough background research, so are companies learning from the mistakes of those who have gone before them?