The Bass Pro Shops Interactive Catalog Takes an Aspirational Approach
Alyson Wyers — October 16, 2014 — Lifestyle
References: itunes.apple & blogs.adobe
While we've typically seen technology and retail merge as an interactive catalog in industries like fashion and furniture, this concept is evolving into the area of athletics. One example is the Bass Pro Shops Interactive Catalog, which uses tablets to bring their outdoor lifestyle brand to their audience in a more engaging way.
The iPad app works with Adobe Digital Publishing Suite so Bass Pro Shops can extend their brand. When in-store sales associates aren't available, the catalog app offers a similar but multimedia experience. Vice President of Marketing at Bass Pro Shops Stan Lippelman explains "If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows and graphics to get them started."
The iPad app works with Adobe Digital Publishing Suite so Bass Pro Shops can extend their brand. When in-store sales associates aren't available, the catalog app offers a similar but multimedia experience. Vice President of Marketing at Bass Pro Shops Stan Lippelman explains "If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows and graphics to get them started."
Trend Themes
1. Athletic Interactive Catalogs - Catalogs enhanced with technology are no longer limited to fashion or furniture, but are now appearing in athletics, providing an opportunity to enhance engagement and customer experience.
2. Mobile Sales Assistants - Retailers are adopting tablet technology to provide multimedia experiences to customers in the absence of sales associates, enabling staff to offer assistance at a more personal level.
3. Brand Extension Through Digital Publishing - Utilizing digital publishing platforms offers businesses an opportunity to extend their brand, increase audience engagement and provide more immersive experiences than traditional print media.
Industry Implications
1. Outdoor Retail - Interactive catalogs improve customer engagement, potentially leading to increased sales through multimedia experiences, providing a disruptive edge amongst competitors.
2. Sports Equipment - In-store sales associates may not always be readily available, making interactive catalogs a valuable tool to provide a more personalized and immersive experience for customers.
3. Digital Publishing - Digital publishing platforms offer businesses an opportunity to extend their brand, increasing audience engagement for various industries with a focus on customer experience.
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