Tag Archives: personalization

Nike Fuel Band

A friend of mine, works for Blue Cross, recently mentioned that one vector of digital healthcare evolution is going to be what the industry calls…. “the quantified self.” Looks like Nike—whose stock reached an all time high yesterday, leading up to this morning’s announcement—jumped on with Nike Fuel. It is the trend toward value I wrote about in this post last year.

Self-Serve Makeup Advice Delivers High-touch to Value Shopping

EZFace allows women to “try on” cosmetics in the store. The customer can take a photo of themselves, capturing her skin tone, hair and eye colors. She can then swipe a barcode and the item she has selected appears on the appropriate part of her face. The side of the screen has information about what she is testing and she can print, email or post the image to Facebook. She also gets recommendations on the right colors and products for her.

I haven’t tried it to know if the experience is good but I like the idea because it appears to be very easy and convenient. The department store setting is perfect because I don’t have any expectations of someone being there to help me so I’m willing to engage in a self-serve scenario. I am likely shopping there because I like the low prices not because I expect high-end service.

Walmart and Walgreens are currently testing the application in store. It makes sense for them because unlike department stores they don’t have samples to try on. This is great from a business perspective as well. Customers will often decide not to buy the makeup (especially if it is a new adventuresome color) or they will open the package which results in damaged inventory (10% of cosmetics are damaged annually). View a video below of how it works or check out this WSJ Article.

Harrah’s Digital Signage!

I am excited to be working on digital signage innovation with the Innovation team at Harrah’s and help them to further leverage their awesome CRM capabilities.

Interactive Store Windows

We’ve been seeing a transformation of the store window, though the use of high-end technology, to not only grab someone’s attention but engage them with a personalized experience. From simple motion interaction to posting and manipulating content, the examples below hit on the business goals of brand engagement, promotion, and being a conduit to sales.

Brand Engagement: Tommy Hilfiger Denim
Just launched, Tommy Hilfiger enables customers at selected Tommy Hilfiger Denim stores to engage with the brand in a very personalized manner. People passing by can join the Hilfiger Hall of Fame, by adding their pictures via a pioneering interactive storefront campaign.

1) Customer’s can capture, manipulate and submit an image of themselves as part of collage of images being shown on digital screens in the shop windows
2) Opt-in to Hilfiger’s email newsletter enabling them to have an ongoing “dialog”
3) And they can have their own t-shirt printed with their design

Promotion: Elle Macpherson Window
During New York fashion week in 2007, Elle Macpherson Intimates used a large motion-sensitive display that enabled someone passing by to wave their hands to move a virtual black curtain and reveal a woman in lingerie. Great idea for an eye-catching display.

Conduit to Sales: Ralph Lauren US Open Window
In August of 2006, Ralph Lauren official sponsor of the US Open, used interactive windows to enable after hours shopping and to promote its US Open branded tennis apparel. The display also offered tennis tips and information about the tournaments history. The same functionality was available on the tournament grounds.

Customer’s can shop around the clock and could purchase right at the window through a credit card swipe (they could also have a shopping list sent to their email for purchase later.) Shoppers could have their purchases delivered to their home.

Great idea for US Open attendees who are at the event all day during store hours and having things shipped to their home instead of having to lug them back in their suitcase.

Promotion: Orange
Christmas 2007, to stand out from the crowd Orange used a gesture-based technology to enable people to interact with their store front to check the news, watch music videos and movie trailers, play computer games and access content.

Are they worth it?
These installations are usually for one-off events and are designed to create a buzz and promote a brand. The direct effect is hard to measure. It is a great place for digital signage and interaction because people naturally look in store windows. If you can get them to pause and spend time they are more likely to recall the brand. They can engage during off-hours when they can’t enter the store and can leave their contact information for future follow-up. And of course it generates excitement that gets talked about in the press (online and offline).

It will become more interesting when people can use their phones to control the content of the screen and get personalized SMS messages.