Collaboration is key
There are so many opportunities for collaboration in an industry like retail, especially as it reopens post Covid. Decision makers within the retail world need to push the boat out to survive and move away from the previous ‘safe’ options.
They need to utilise the multiple options available to them to pull shoppers in, increase brand alliance, and encourage spending. They need to create a seamless user journey which competes with the appeal of other shopping options.
From our perspective it is fantastic when we work with a brand which understands the value of joined up disciplines and an organised approach to its customer targeting. As an individual business we have been working hard to expand our offering into different mediums, making it easier for the client by including traditional signage, digital options, and interactive installs.
From our perspective it is fantastic when we work with a brand which understands the value of joined up disciplines and an organised approach to its customer targeting ”
We also recognise that sometimes working alongside other businesses and using their specialist knowledge can offer the best results.
With the installs we create, whether interactive or not, we want to ensure that these mirror and support the more traditional marketing efforts like advertising in print or online, social interaction and engagement, and potential deals and sales being offered by the brand. The more joined up all these actions can be, the wider the impact is likely to be seen by brand decision makers, their customers, and the bottom line.
Interacting with customers
Josh Deane, Senior communications strategist, VCCP Media
I don't think every brand needs to feel like it has to be in the metaverse to create a digital interactive experience or it’ll fall behind. I believe interactive experiences can be extremely simple.
Engagement and two-way communication are important in many aspects of life, advertising is just one of those. I learnt best at school when teachers got us involved, turned things into games or turned a lesson into something we could actually engage with, versus just listening to the teacher read 1000 words from a textbook and copy the notes on the board.
Necessity is the mother of invention but also, necessity is the mother of realising things that were already invented do have a use. I never would have considered ordering food or a drink via a QR code two years ago, now it is an extremely normal and comfortable thing to do. If advertising can somehow borrow that formula, we can be on to a winner.
Engagement and two-way communication are important in many aspects of life, advertising is just one of those”
Beyond interactive screens, interactive products are an interesting topic. Chelsea FC released an away shirt in 2018 that had a unique code on that if a fan scanned it, they would get access to unique content, interviews, and tickets. There must be a reason to make something interactive. If it isn't useful it has to be entertaining enough for audiences to generate some earned media themselves from it.
I think collaboration is key, briefing partners early, asking questions with the brand platform, and thinking beyond the execution. How can we make the most of this, and make it live beyond the one spot and deliver as many eyeballs on as possible?
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