How do you get shoppers to shop before a storefront is even open? Kate Spade is changing the game in retail by making under construction, soon-to-be-open stores shoppable. That means that the wooden construction barricades that are put up prior to a store’s opening will now have window displays with touch screens allowing customers to shop.
“These new barricades are a natural evolution from our success with the shoppable windows that helped launch Kate Spade Saturday,” said Kate Spade & Company’s CMO Mary Beech in a press statement, indicating that Kate Spade Saturday’s windows were a success. “Our overall brand experience goes beyond selling and we are always looking for unique and interesting ways to tell our story,” added Beech. What’s more? Customers can take short quizzes on their personality traits and style preferences and receive personal statements like “she adores pretty things and witty words” directly to their cell phones. Naturally, these are meant to be shared on social media. The quiz also curates a customized collection according to the client’s taste and offers complimentary one-day shipping.
That said, this pre-retail opening shopping experience also allows the brand to collect data on what their customers will be shopping for in advance. Now, that’s marketing at its best! But they didn’t do it alone: Kate Spade New York partnered with retail innovation firm, The Science Project, to create the multi-media displays. “Our Shopstage platform was the foundation for this fun an innovative shopping experience,” said The Science Project founder Jeremy Bergstein. “These new barricades are a great example of optimizing every square foot of the retail experience.” The first iteration of the new platform has already launched at the Short Hills Mall in New Jersey and plans for new locations are expected to roll out in the coming months.
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