Editors Pick
EDITOR’S PICK: The Ultimate Window Shopping Experience
- 14th October
- Samantha Youl 82
Online luxury retailer NET-A-PORTER becomes a multichannel business for one night only, using m-commerce to its advantage!
Win-dow-Shop (verb): To satisfy our fashion addiction without stepping foot into an actual store or spending a single cent.
Window shopping is known to be a favourite pastime of all shopping obsessed folk when on a budget. One should always keep up to date with the latest looks and trends, right? Hence why we walk up and down the streets with our favourite stores lining the pavement. We peer inside to see what’s on the mannequin and if it is possible to survive the harsh, judgemental world we live in without that new scarf. Okay, maybe a little dramatic, but you get my drift…
Online luxury fashion retailer NET-A-PORTER tried its hand at changing the way of the old fashioned ‘Window Shopping’ experience. This was when ‘The Window Shop’ was created. NET-A-PORTER used mobile commerce to target fashion lovers at the launch of its new collection for the season. For just one night, the online retailer created pop-up graphic stores in two of the worlds most stylish cities, London and New York. NET-A-PORTER had let customers know about these temporary stores and told them to download its app ‘The Window Shop’ that was available on smartphones or iPad 2′s.
Upon arrival to ‘The Window Shop’ customers could launch the app and start shopping! Without even having to step foot inside a store. Yes, it could be argued that we can also do that from the comfort of our own home, but it was an exciting and innovative way for a pureplay store to get a mutichannel presence. (Even for a brief moment in time). The first 50 customers were lucky enough to receive a voucher for the store and other prizes were given out at random throughout the night.
It’s not just the bricks and mortar getting online, it can work in reverse too. There are no limits anymore!
