Kohl’s makes an impression through personal relevance
In combing the smartphone, apps and location-based services, there are a lot of other interesting options to explore. Kohl’s Department Stores, for example, introduced a consumer app with a special Store Tools setting, specifically aimed at enriching and simplifying the instore experience. The most eye-catching feature is the indoor positioning system, which tracks the specific location of every shopper and can align with the most relevant content at that particular moment. If you’re wandering through the women’s section, the app will inspire you with the latest fashion trends and, what’s more, can link this directly to your purchasing history and store account balance, meaning they can offer you a personalised on-the-spot deal. A great mix of inspiration and conversion that’s personal and relevant.
Bijenkorf Room on the Roof – with a panoramic content marketing view
A fantastic illustration of how you can integrate the physical floor space with a mix of storytelling, online marketing & PR is the ‘Room on the Roof’ concept by Bijenkorf Amsterdam, in collaboration with the Rijksmuseum.
Perched high above their iconic Amsterdam department store on the Dam Square is a picturesque little tower, a place that has been specially set up as a creative studio and where Dutch artists are invited to create unique works of art and then to exhibit them online as well as in the store.
Bijenkorf not only creates fascinating reports on the artists and their work they created during their time in the room, which are published online and given the necessary PR support, it also integrates the Room on the Roof much further within the department store.
There was the exposition of the work ‘Seven bars of gold, dripped’ by Sarah van Sonsbeeck, which could be admired in the window display for some weeks. The music of Wouter Hamel and Benjamin Herman was played in the fitting rooms, shopping bags by artist Rop van Mierlo were handed out to customers and, during the opening of the newly renovated designer departments, shoppers were given an unique signed drawing by fashion illustrator Piet Paris with every purchase.
The latest accomplishment is a permanent VR exposition of the work ‘Drawing Room’ by Jan Rothuizen, in the department store’s café: with the Oculus Rift VR glasses, the virtual experience takes you inside a hand-made 360-degree panorama of Amsterdam. This 21st century artwork even received an IDFA award.
With their Room on the Roof, Bijenkorf not only addresses inspirational brand values such as creativity, authenticity, expression, artistry and good taste, but particularly also how you can create an inspiring and activating mix of online content marketing, PR, instore experience and shopper activation.
The bottom line
Slowly but surely, content marketers and (digital) storytellers are discovering the shop floor as a useful stage for their content. Thanks to connected touchpoints like smartphones, digital signage networks and VR solutions, there are more and more cases that blend personal relevance and immersive experiences into inspirational concepts, adding immediate value to the product, the brand and the shopping experience. Content is king and the borders of its kingdom are expanding by the day.
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