Gucci combines physical, mobile commerce via digital store-in-store

Italian fashion house Gucci is working with Samsung Electronics to offer an immersive in-store experience devoted to the label’s timepieces and jewelry that combines physical and mobile commerce.

“Gucci is essentially providing the ability to learn more about its product line through multichannel approaches with a focus on visual storytelling,” said Dalia Strum, president of Dalia Inc., New York.

“The multiple points of entry to reach as well as educate their consumers establishes a content value across each platform and should result in a stronger return on investment for the brand,” she said.

1) Consumers can scan QR codes placed on Facebook, Google+ and a video on Gucci’s watches and jewelry microsite at to view mobile-optimized content about the new timepieces (see story).

2) The label will push its Bamboo and I-Gucci watch collections via an in-store display with Samsung’s new transparent viewing screens and offer browsing opportunities with a digital shop-in-shop section. Read more on Digital In Store.