Easter Retail: Personalised, Digitally-Enhanced Fun
Easter remains an important time for savvy retailers to play on the child-centric and indulgence-factor allure of the holiday. The traditional themes of treats, hunts and fun are being applied this year through personalisation, digitally enhanced adventures and a good dose of humour.
- UK grocer Budgens has teamed up with British confectioner Thorntons to offer personalised eggs. Staff specifically trained for the occasion will ice names and dedicated messages, free of charge, onto three varieties of the newly stocked brand. Director of Budgens Mike Baker described the concept as a response to the very “real consumer appetite for personalisation”.
- British supermarket The Co-operative Food's ‘The New Easter’ digital campaign, designed and implemented by UK digital marketing and commerce consultancy Amaze, highlights its ‘Loved by Us’ range of Easter eggs with a tongue-in-cheek website (separate to its main e-commerce site) that parodies the high-end consumer tech sector. Technical specs (ingredients) of each of the egg ‘models’ are presented via a sleek, Apple-like interface alongside an ‘eggspert bar’ and slick, sharp images and copy.
- American toy giant Toys “R” Us celebrates Easter with an augmented reality (AR) experience (technology that overlays digital imagery onto the real world) that invites kids to hunt for virtual eggs in its Australian stores using a smartphone app. Created in tandem with Australian customer communications business Blue Star, ‘The Virtual Hunt’ also allows children to interact with a digital version of the brand mascot Geoffrey the Giraffe and his Easter bunny friend in-store to find Geoffrey’s Playground.
To see how luxury fashion jeweller Faberge took over UK department store Harrods’ windows for Easter, see our blog post Faberge x Harrods Easter Windows Takeover.
For more on gamification in retail, visit Kids Retail Online, Toy Worlds: Targeting Gen 'Me', The Gamification of Retail and our Industry Trend, The Power of Play. For more on key uses of AR, see Augmented Reality Retailing and Virtual Immersive Commerce in our Post-Digital Macro Trend.