Kim de Ruiter is currently head of mobile and enjoyment partnerships for Cheil, working across a number of overseas campaigns for Samsung. Before that she spent 10 years working in the leisure industry for EMI and latterly Universal as a part of the original teams signing and developing the first commercial agreements with all of the major mobile and electronic platforms, moving on to begin her own enterprise constructing electronic thoughts and mobile purposes for a host of overseas businesses adding Pfizer, Ministry of Sound, Samsung and Vodafone. Kim has been shortlisted in the head 50 most popular women in the mobile industry by MEM, and nominated as Woman of the Year by Nordoff Robbins. What do we learn from this?Retailers must become savvier in how they talk with clients.
There is no longer a route to acquire; as a substitute it is an intertwining adventure of search, shop and social – fuelled by mobile. Search is the query of what the customer needs and the way they find it?Shop the in store or on line event; and Social the interactions we have with other people both out and in of the shop. Most particularly, mobile must form part of an included method. Retailers must remember that with the touch of a button, clients have the ability to speak bad experiences and brand failings with all of the socially latest buyer base. One of the most effective functions of mobile is its potential to bring adventure to life in store.
Take Tapestry, an iPhone and Android app launched in partnership with Diesel, which helps to supply clientele with a 360 degree online meets offline event. The app permits customers to tap their phone towards an NFC point or scan a QR code and access a complete series of suggestions from seeing how the product is made to it being worn on the catwalk. It also acts like a bookmarking tool – like a real world version of Pinterest. It helped to make the items more in my opinion applicable to the client. Asian international locations have been swiftest in embracing – and exploiting – opportunities that mobile presents.
They’ve often been quicker off the mark than their western counterparts, which is one reason we believe Europe has a lot to be told from the East. Another reason is they’ve also been braver – both creatively and when it involves checking out technology. Tesco, as an example, keeps to test new retail technologies in Asia. Its award profitable HomePlus virtual store in a Seoul subway – a concept devised and carried out by Cheil, and subsequently copied by marketers across the world – has become the benchmark of Everywhere retail. The store is indicative of how South Korean marketers continue to redefine the browsing event.