Future of the Shop Window

The Concept – Interactive Shop Window

• Plasma screens with twitter feeds face outwards to the public• Mannequins replaced by models• Window is alive as it becomes a social catwalk

• Brand fans tweet their shoe choices for the models to wear #socatwalk• Consumer participation and co-creation• Live data creation for rapid analysis and response

The Shop draws a crowd

People are intrigued

We’ve got their attention!

The show revolves around interactive consumer journeys

The busy businessman who needs to buy a pair of shoes for his wife’s birthday

• He enters store and meets a fashion consultant• Uses the store Wi-Fi to share ideas with his daughter who loves this store• They exchange ideas via the brand community • The manager gets the store models to try the shoes• Businessman sends photos to daughter • Together they arrive at a purchase• The Store Manager tweets her thanks to the daughter and sends her a social catwalk voucher(NB: for the businessman this interactive experience which blends physical and digital improves the odds of getting the right present for his wife)

The show revolves around consumer journeys

The brand fan who has saved for a pair of shoes to wear to the summer ball

• She sees a pair of shoes in the window and asks a model to show them • She tweets her friends and sends them pictures • Her friends who cannot make it to the store offer advice• The brand picks up the conversation and invites her into the store• A model shows her how to wear the shoes and walk the catwalk • Other people at the store also tweet their advice• It’s a collaborative decision that helps her make the purchase with confidence

People get the concept and begin tweeting their thoughtsand ideas to the brand

A genuine conversationbetween the retailer, third parties and consumersemerges

Displaying this live, fast moving conversation in the shop windowaccelerates engagement and innovation - people are empowered

Visitors to the IBM stand get into it

Very quickly a public community around the #socatwalk tag is formed

Benefits to Retailer•Deep consumer interaction•Customer co-creation•Brand focus and dialogue•Live data generation for analysis

Life imitates Art

Someone from the audience choses a pair of shoes, takes to the catwalk, tweets about it and the brand lets her keep the shoes

The Designers arrive and decide to join in

And tweet back to people at the store

A fashion photographer and a film crew turn up

And they join in the twitter stream

Store staff of all levels can share insights in real time with other offices

• Paul Reynolds the humble shoe assistant shares a customer insight and innovates a new idea which gathers strong support from senior managers

• Great ideas can come from anywhere and the IBM technology captures and shares that instantly

• We can also reward employees directly in the system for peer approved contributions

Live Data Generated and Captured

For use by the Brand Community to respond to the Public Community in real time

Captured data shared with internal Community

To facilitate rapid collaborative decision making

The internal business community

Follow the Social stream and receive insights from the store staff

The results – a tale of 2 Communities

1. The social catwalk shows the way in which 2 communities - Social Media (Public) and Social Business (Private) can and should work together in a networked economy

2. A sustained conversation with consumers in a Social Media community leads to innovation and co-creation (nb: a recent IBM CEO study confirmed that 78% of consumers want to co-create)

3. Real time analysis of the consumer conversation shared in a Business community provides the ability for the retailer to share insights across the group and make decisions on a collaborative basis

What’s next – #1

Presenting to a UK shoe retailer who is looking for an interactive marketing concept around a shop window

What’s next – #2

In discussion with Westfield Shopping Centre & London Fashion Week to deliver customer co-creation event with top American designer Corrie Nielsen

What’s next – #3

From the Future of the shop window we have now begun discussion with 6 creative agencies who are interested in working with IBM and taking our 2 communities approach to their enterprise client base.

Vision IBM an essential business Imagine a situation where going to the shopping mall on a Saturday to participate in an interactive experience both physical and on-line is the place to be. The Future of Shop Window has shown that this vision is both appealing to consumers and can deliver huge benefits to retailers in terms of customer insights, brand loyalty and product championing.