Retail & IoT: Product Meets Service
The evolution of IoT technology, where devices and digitised products can communicate with one another, is creating a rich new world of brand engagement opportunities. Smart products are linking to reviews, content, rewards and provenance traceability – extending brand reach far beyond purchase.
- US brand Rochambeau’s NFC-enabled smart jacket (a chip is embedded in the sleeve) gives owners access to exclusive experiences in dining, art, retail and fashion when tapped with a smartphone. See also Digitising Luxury.
- US fashion brand Rebecca Minkoff’s smart handbags unlock personal styling recommendations and access to future shows when tapped with a smartphone. See also A/W 17/18 Catwalks Comms Strategies.
- British jewellery designer Sarah Angold’s RFID-enabled accessories trigger interactive in-store experiences, behind-the-scenes provenance-related footage and styling recommendations, which surface on a smart mirror by Oak Lab when the wearer is close by.
- Spyder’s NFC-enabled jacket triggers social media content about the US ski team, plus geo-locative intelligence like trail maps and weather data when a phone taps the logo.
- Adidas is linking owners of its Ultraboost Uncaged shoe with exclusive content produced by US sneakerhead magazine Hypebeast, with a microsite that emerges on phones when the chip-embedded sole is tapped.