E-Mart's 'Flying Store' Brings its Shop to Consumers
Laura McQuarrie — May 24, 2013 — Marketing
References: creativecriminals
E-Mart's 'Flying Store' is designed to make shopping even easier for Korean consumers by bringing its store to them. To do this, E-Mart released several brightly colored balloons in the shape of the E-Mart truck with Wi-Fi routers inside of them into different parts of the city.
The floating yellow balloons incited curiosity and people were happy to take advantage of the free Wi-Fi. Once connected to the network, customers were able to download coupons from the app and apply them when making a purchase using the E-Mart mobile app.
Even in a busy city like Korea, this campaign was able to capture the attention of people. The unexpected addition to their daily lives provided them with smiles, joy and an even easier way to shop.
The floating yellow balloons incited curiosity and people were happy to take advantage of the free Wi-Fi. Once connected to the network, customers were able to download coupons from the app and apply them when making a purchase using the E-Mart mobile app.
Even in a busy city like Korea, this campaign was able to capture the attention of people. The unexpected addition to their daily lives provided them with smiles, joy and an even easier way to shop.
Trend Themes
1. Virtual Store-promoting Balloons - Integrating promotional campaigns with virtual shopping experiences through creative and interactive means like balloons creates a unique marketing strategy.
2. Mobile Couponing with Augmented Reality - Using AR technology to create mobile coupons adds a touch of customization, making coupons more exciting and personalized for customers through augmented reality.
3. Data-driven Advertising Through Wi-fi - By utilizing Wi-Fi networks, retailers collect valuable customer data that enables them to better understand customer behavior and preferences to improve their marketing strategies.
Industry Implications
1. Retail Industry - As the growing trend of virtual shopping experiences become more popular, retailers can adapt by enhancing their mobile apps to provide an interactive shopping experience.
2. Advertising Industry - Augmented reality and data-driven advertising are disrupting traditional coupon systems and are changing the way coupons are utilized in marketing campaigns.
3. Technology Industry - Developing innovative tech solutions that can improve the virtual shopping experience by leveraging Wi-Fi networks and AR technology create opportunities for technological innovation.
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