Creating a similar experience in 37 countries around the world, Topshop’s app technology has been reviewed by The Mobile Shopper as, “portraying an exciting, high fashion and unique fashion brand”. The app features similar barcode-scanning technology, that enables a purchase to take place after shopping in a store. Another great feature is the Notebook section, where a customer can curate their favourite looks while in-store, and save them in the notebook to purchase later. Previously, staff members wrote down product codes on paper, most likely tossed in the bin. Now, the app allows their engagement with customers to extend long past the in-store experience.
Branded touch-points are now supporting existing consumer behaviours in researching products before, during and after entering the store.
The app, Goodreads, provides a best in class experience for book lovers who are looking for information about their products on the path to purchase. On entering any bookstore chain, the app provides shoppers with background details on the writer , all of their most current books and reviews. The app effectively arms customers with valuable product information, empowering them as active shoppers, and enabling them to get the most out of the purchase experience.
The Home Depot augmented reality app enables shoppers to create an image of what their home would look like with Home Depot products. Customers can shape items to exactly the size of their house (see below) and then select their closest store to pick up the product. This creates a more secure purchase experience. For example, a customer can directly imagine what a new door will look like when replacing their old one.
Whether it’s a music festival, flight overseas or visit to the local cinema, the experience scene is also now heavily entrenched in digital engagement.
Though currently in its infancy, the iOS app, Passbook, holds the potential to revolutionise the experiential industry. For example, on a local level, Virgin Australia has integrated with Passbook to enable travelers to access an e-ticket from their mobile device. They can then proceed straight through security and scan their mobile at the gate. This frictionless process is setting the bar for consumers’ expectations of the travel experience.
Other events, like the Laneway Music Festival, have used Passbook to also store their guests’ tickets. That “Oh no, I’ve left my ticket at home!” moment will surely become a thing of the past in the coming years, with users more likely to have their mobile on them at all times, rather than a piece of paper.