Merging digital with retail: the secret to Melbourne Spring Fashion Week’s success

  • News
  • June 16, 2015
  • Elly Strang
Merging digital with retail: the secret to Melbourne Spring Fashion Week’s success

In this digital day and age, retailers are often pondering how to best take advantage of technology to drive in store foot traffic and sales.

The City of Melbourne council encountered this problem last year.

It wanted to engage Melbourne CBD’s shoppers and get them spending more money in an innovative, forward-thinking way, but didn’t know how to go about it.

The council teamed up with technology and consulting company IBM to pull off an event that collided tech-savvy consumers’ digital and real worlds.

Events Melbourne executive manager of commercial and marketing Lucan Creamer and IBM partner Ian Wong were the driving forces behind the event.

They spoke at the Marketing Association’s ‘Digital Day Out’ about they pulled off the feat and what’s in store for the 2015 event.

Creamer says the goal of MSFW is to position Melbourne as the number one retail destination in Australia, as well as drive sales for Melbourne CBD’s retailers and designers.

Last year this was done through consumer-facing runways, in-retail activation and industry events.

It also had “social zones” that encouraged people to tweet or photograph the experience using the event’s hashtag #MSFW.

Creamer says it wasn’t just about pulling off a great event.

He says they wanted to show retailers a way to engage customers both online and offline.

“The reason why we developed this event within retail is to demonstrate some leadership in retail around how they can use events to activate and change their model a bit,” Creamer says.

He says they demonstrate how to engage customers through social media and then retailers can continue to use those techniques throughout the year.

“We aren’t directly involved in the delivery, but we can give them the tools and insights based on what we’ve learnt [from the event],” he says.

Melbourne Spring Fashion Week (MSFW) launched on August 29 and took over Melbourne’s main shopping hub, sprawling five city blocks.

One of the biggest moments for retailers was the opening night event called “Shop-Hop”.

A MSFW microsite allowed tech-savvy shoppers to plan their evening by locating in-store offers and sales, while notifying them of the free CBD entertainment going on around them.

Emporium's giant sign featured in many attendees' retweets and Instagram posts 

They also used it as a tool to find out which area in the city looked the most exciting or had the most mentions digitally.

While this was happening, IBM tracked the success of the event through social engagement on Instagram and Twitter.

The week-long event generated 15,064 tweets and Instagram posts that mentioned “MSFW”, which received 17,293 comments and 408,983 likes.

From these posts, IBM could also gauge useful information like who were the top influencers on social media at the event, as well as crowd movement.

Creamer says CBD retailers that were involved in Shop-Hop night attracted the biggest amount of re-shares across the platforms.

Emporium Melbourne, a shopping centre on Lonsdale St that has 225 stores, had 25 times as many Instagram posts about its stores during the event.

As well as this, Creamer says Emporium’s shops experienced significantly higher sales and a foot traffic increase on the Shop-Hop launch night of 24 percent.

After last year’s success, Creamer says pretty much every major retailer in Melbourne is on board for this year’s event.

He says they’re testing predictive analysis tool with two big retailers.

This means personalising offers at the event by reaching out to people in attendance and tailoring an offer specifically to them based on their social media profile and postings.

For example, if they’ve posted a photo on Instagram about a fashion designer they like, they’ll receive an alert saying there’s a design that’s similar to the one they like only 25 metres away from them – and there’s a glass of free champagne waiting for them.

“This helps people navigate and move around, spreading the love across the retail region,” Creamer says.

With hundreds of thousands expected to attend the event, keeping people moving is key.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...


Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...


Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit