“Nike succeeded with innovativecultural expressions, not with innovativeproducts… Instead, Nike had begunto use advertising to publicize therunner’s ideology, the perfect antidotefor Americans looking to revive theircompetitive spirit.”Cultural Strategy: Using Innovative Ideologies to Build BreakthroughBrands (Douglas Holt & Douglas Cameron)
I intend to study how our “item-gathering” is affected bytechnology and how/why recentgenerations cling to brands dueto their greater cultural ideology rather than features/benefits.
Ecommerce (shoppers do their research before they come) Collaborative Consumption ShowroomingDecision Process vs. Decision to Purchase Social Media’s Impact DIY/Craftsmanship Pop-up shops Exclusivity vs. Accessibilty
“When technology is used not just as a gimmick, but to actually help solve a problem, like cutting a line or gettingaccess to reviews, it creates an elevated experience for the consumer.” Julie Bornstein (Sephora)
BRICK AND MORTAR MUST CONSIDER ALL TECH Consumers using smartphones and tablets are changing the way stores market, set prices and track customer tastes.INLINE MARKETING ADVANCED PACKAGING SOCIAL TAGGING
IN STORE or ONLINE EMBEDDED TECH: OPTION TO CHANGE REVEALS PRODUCT PRICE IF FOUND INFORMATION VIA CHEAPER ONLINE MOBILE APPEMBEDDED TECH: HANG PROVIDES ACCURATETAG SHARES INFO WITH DATA TO RETAILER ON OTHER ITEMS YOU ARE PURCHASING HABIT TRYING ONDOUBLES AS MEMBERS REWARDS CARD OPTION TO RELOAD AND and UNLOCKS FREE PASS OFF AS GIFT CARD BRANDED APP
CONNECT POST PURCHASE SHARE YOUR VIRTUAL ABILITY TO SELL OR PUR- CLOSET WITH LIKE- CHASE OTHERS’ GENTLY MINDED COMMUNITY USED ITEMS FROM SAME BRAND STYLE SEE HOW OTHERS ARE RECOMMENDATIONS WEARING THE SAME ITEM FROM PROFESSIONALS AND COMMUNITY SERVES AS TEMPORARY CREDIT CARD FORSERVICES THAT PROLONG THE LIFE OF ITEM
NEXT VISIT IN STORE NAVIGATION CAN SUMMON HELP TOTO CURATED SELECTION YOUR LOCATION IN THE BASED ON PREVIOUS STORE PURCHASE MEMBERS CARD VIRTUAL IDENTITY TO ACTIVATES IN STORE CREATE “CLOSET” TECH EXPERIENCESSPECIAL DISCOUNTS FOR TIED TO OTHER THE INDIVIDUAL ARE COMMUNITY PROJECTSACTIVATED BY LOCATION TO ENCOURAGE TRACKING SUSTAINED RELATIONSHIP