Penguin Random House's Branded Shop is a Product Lab Testing Interaction
M — August 31, 2016 — Art & Design
References: penguinrandomhouse & marketingmag
Penguin Random House might be better known as a global publishing firm operating out of multiple countries, but the retailer has recently put together a retail location at its Toronto, Ontario head offices that acts as a product lab. The shop sells branded merchandise such as totes, bags and journals as well as books in order to track consumer engagement. The shop allows the retailer to track how shoppers interact with its product, in a way that would otherwise not be direct.
With Penguin Random House being the firm behind the binding and manufacturing of books, the company rarely sees sales or consumer interactions directly. This is because most of the product is sold to bookstores and third parties. The Penguin Random House store allows the brand to track what consumers are buying. Employees can help with recommendations, garner feedback and see what is selling best directly in store.
With Penguin Random House being the firm behind the binding and manufacturing of books, the company rarely sees sales or consumer interactions directly. This is because most of the product is sold to bookstores and third parties. The Penguin Random House store allows the brand to track what consumers are buying. Employees can help with recommendations, garner feedback and see what is selling best directly in store.
Trend Themes
1. Product Lab Retail - The trend of setting up retail locations as product labs allows companies to track consumer engagement and gather valuable insights.
2. Branded Merchandise - The trend of selling branded merchandise in retail stores enables companies to gather direct consumer feedback and track purchasing patterns.
3. Direct Consumer Interaction - The trend of creating retail stores for direct consumer interaction provides companies with the opportunity to receive real-time feedback, improve product recommendations, and identify top-selling items.
Industry Implications
1. Publishing Industry - The publishing industry can leverage the product lab retail trend to gain deeper understanding of consumer preferences and enhance their product offerings.
2. Retail Industry - The retail industry can benefit from the trend of selling branded merchandise by using it as a strategy to increase customer engagement and loyalty.
3. Consumer Goods Industry - The consumer goods industry can capitalize on the direct consumer interaction trend to improve product development, refine marketing strategies, and optimize sales.
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