How did that happen: 'Instagrammable' features within your store

  • News
  • June 6, 2019
  • Courtney Devereux
How did that happen: 'Instagrammable' features within your store

Social media is a way of life for shoppers these days, and encouraging in-store social media interaction is another great way for retailers to get attention, increase engagement and create a welcoming environment.

The design is based on an international trend towards creating ‘Instagrammable’ spaces specifically for social media, featuring interactive sets, backdrops and on-trend areas. One such example is the growing popularity of photographic neon fixtures in stores. The bright, often customisable, accessories, are a grammers’ dream.

Tom Numan, creative director of Auckland based bespoke neon light store Radikal Neon, says the growth of the trend has social media to thank as customers gravitate towards things they can share with their own followings.

“Retailers find that customers will take a photo of their in-store sign and then reshare it on social media,” says Numan. “Tagging the retailer in the process. Particularly if the sign has a relevant or humorous message. And just like that, free organic marketing for the brand.”

There can be many examples of Instagrammable features within stores, the most popular being aesthetically pleasing displays, activations that can be translated to online, and mirrors where customers can photograph themselves.

Taiwanese bubble tea retailer Gong Cha last year launched a new line of locally-designed cafes intended to cater specifically for social media addicts. At Gong Cha Takapuna, customers are able to pose on a swing in a faux grass area in front of a graphic showing one of Gong Cha’s tea fields, creating an illusion that they’re really in the field. Apparently, ‘selfie sets’ of this kind are common throughout Asia.

Gong Cha YES or YES 😜

A post shared by Gong Cha New Zealand (@gongchanz) on

Numan says products, such as the lights Radikal Neon provides, change the personality of the surrounding environment, adding to the visual impact of the store and increasing the likelihood of social media sharing.

“A perfect example would be Ponsonby Hair on Jervois Rd. Prior to lighting up their windows with unique signs, their shop was a little easy to miss, being on the corner of a busy thoroughfare. Now, it's a shining beacon for those looking to get their hair done… Not to mention the impact of the artwork itself beyond a marketing aspect.”

That free marketing aspect is a level of engagement a store can not get just on its own. The ability for customers to connect and share with their own followers gives the opportunity for word to mouth advertising directly through our screens by those we trust.

Instagram marketing is the ultimate form of marketing, expresses Numan, who expects to see the trend of Instragrammable features within stores continue to grow.

“The power of marketing to someone in their bed, on the couch or on the go is unreal. Our phone screens are our private digital homes where brands can subtly speak to us, and where in turn we can feel comfortable listening. Brands see this opportunity and want to capitalise on the what is now the new norm for marketing - unparalleled by any platform yet. In the future, we can only expect this form of marketing to grow as the influencers we follow become brand ambassadors and as we use our phones more and more.”

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Michael Hill International posts $17m profit

  • News
  • August 22, 2019
  • Radio New Zealand
Michael Hill International posts $17m profit

Jewellery retailer Michael Hill International has reported a lift in profit but is feeling the pinch of lower sales and squeezed margins.

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Dylan Mulder explores new digital frontiers in the fashion world

  • Design
  • August 22, 2019
  • Findlay Buchanan
Dylan Mulder explores new digital frontiers in the fashion world

“What might a Louis Vuitton or Off-White digital piece of clothing be like?” Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, mused to Vogue in April earlier this year. The question came in the wake of Carlings, a multi brand Scandinavian retailer, selling out its first digital-only clothing line. The process saw fashion designers manipulate photos of customers, so it appeared as though they were dressed up in Carlings' apparel. Customers would then go on to share the photos of themselves on digital platforms, Instagram, Facebook, and the rest, without actually having to wear the clothes.

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Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

  • News
  • August 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

Retail isn’t an obvious next step for a couple who met during five years’ volunteering at a Malaysian wildlife sanctuary, but Bronwyn Green and David Phillips’ passion for animals has led them to tackle waste management from the shopfloor. Green shared insights about their plastic-free grocery store Be Free Grocer with The Register.

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  • August 20, 2019
  • Sarah Dunn
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Shop with The Register: Dress up for New Zealand Fashion Week

  • News
  • August 19, 2019
  • The Register
Shop with The Register: Dress up for New Zealand Fashion Week

Retailers are busy, and busy people don’t have time to be constantly catwalk-ready. But if you’d like to shine a little brighter while checking out the new season apparel at New Zealand Fashion Week, here’s some great ideas for professional women.

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