Amazon and Refinery29 Launched a Pop-Up Shop Version of a Gift Guide
Grace Mahas — December 12, 2019 — Special
References: wwd
eCommerce giant Amazon and lifestyle magazine Refinery29 have teamed up to launch an in real life popup gift guide. While Refinery29 typically boasts a female millennial demographic, this interactive pop up is aimed at "the whole family."
The event features products from Amazon's fashion and home sections that were curated by Refinery editors. “We’ve seen a growing response to immersive, interactive experiences, and this one-of-a-kind pop-up further enables customers to engage live with our fashion and home selection,” said Carmen Nestares, chief marketing officer of Amazon Fashion.
This branded activation will help Amazon customers connect with the brand while increasing their loyalty to the shopping site and showcasing a range of products that customers might otherwise miss. “Live activations like these can deliver one-to-one brand interaction and brand halo you can’t buy, yes, but ultimately, we want these events to help consumers move seamlessly between their online and in-store experiences so that we can deliver value and a differentiated experience on the way to their purchase," said Stacy Fuller, senior vice president of marketing at Refinery.
Image Credit: Kelly Taub/BFA.com
The event features products from Amazon's fashion and home sections that were curated by Refinery editors. “We’ve seen a growing response to immersive, interactive experiences, and this one-of-a-kind pop-up further enables customers to engage live with our fashion and home selection,” said Carmen Nestares, chief marketing officer of Amazon Fashion.
This branded activation will help Amazon customers connect with the brand while increasing their loyalty to the shopping site and showcasing a range of products that customers might otherwise miss. “Live activations like these can deliver one-to-one brand interaction and brand halo you can’t buy, yes, but ultimately, we want these events to help consumers move seamlessly between their online and in-store experiences so that we can deliver value and a differentiated experience on the way to their purchase," said Stacy Fuller, senior vice president of marketing at Refinery.
Image Credit: Kelly Taub/BFA.com
Trend Themes
1. Immersive Experiences - Immersive, interactive experiences are becoming increasingly popular, presenting opportunities for brands to engage with customers on a deeper level.
2. Brand Activations - Branded activations, such as pop-up shops, provide a unique opportunity for brands to create impactful experiences and connect with customers in a physical setting.
3. Seamless Online and In-store Experiences - The integration of online and in-store experiences is key for brands to deliver value and a differentiated experience, fostering customer loyalty and satisfaction.
Industry Implications
1. Ecommerce - In the eCommerce industry, implementing immersive experiences and brand activations can enhance customer engagement and drive sales.
2. Retail - In the retail industry, bridging the gap between online and in-store experiences is crucial to meet customer expectations and drive foot traffic.
3. Marketing and Advertising - For marketing and advertising professionals, creating unique brand activations and seamless experiences can help build brand awareness and customer loyalty.
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