Reaching beyond its predominantly online presence, British furniture e-tailer Made.com has partnered with US big data specialist CloudTags to host a connected pop-up in Brighton, UK, where the brand boasts a large following. The aim of the four-week initiative is two-fold: to drive footfall via a localised product assortment based on browsing and transaction behaviour noted on its e-tail site; and to synchronise consumers’ online and in-store preferences.
Shoppers browse the showroom holding CloudTags tablets, which reveal additional product information when tapped against NFC (near-field communication) smart tags. Each product carries a sensor, denoted by a black plus sign – part of Made.com’s logo. Alternatively, they can use the tablets to browse the brand’s online catalogue (95% of its inventory is not in-store). Both their online and in-store favourites can be saved together in one wish list that can be emailed on. To date, 75% of all customers have used the tablets.
Combining the local information with the brand’s national fan base, an “interactive tap wall” features favourite product groupings based on analytics from the pop-up, the e-tail site, and the brand’s other showrooms. The images change weekly in response to the data - a seductive tactic to make consumers' feel as though they're always in the loop, detailed further in Reactive Retailing.
Made.com will use the information to plan future merchandising schemes and upgrade the accuracy of its follow-up marketing. The pop-up runs until January 25.
See also Interiors Retailing Online.