When to mix digital and print marketing in retail?
- Project Details
- Category: B2C
- Client: Panasonic
In retail, brands are discovering that they need to make a connection with both the heart and the head of the consumer. So when Panasonic wanted to improve the overall retail experience for their SmarTViera TV customers they came to us.
To help individual customers discover which TV in the new range would be right for them, we combined traditional in-store PoS and promotional literature with a radical new augmented reality technology, Aurasma. For those customers who decided not to buy in-store the literature gave them a second opportunity to experience the product demonstrations in the comfort of their own home.
Simply by hovering their smartphone over images in the Panasonic brochure, consumers could interact with the TV video demonstrations, with a click to buy mechanic that allowed them to compare prices from a number of different retailers and complete the purchase process online.
The Aurasma ‘print to digital’ experience offered an exciting way to reach an instant decision, providing all of the necessary information in addition to bringing print to life with the use of augmented reality and video.
Customers could choose to buy in-store or, with a trackable code embedded into the catalogue, they could click-to-buy from other online shops - a highly effective retail strategy based on a seamless in-store, print and digital experience for the customer.