The fashion boutique recently attracted the attention of shoppers and tourists with an intriguing window display: a quirky monitor shaped like a green, 1950s-era time machine showcases a photo-animation of a robotic hand dressing and undressing ice cream popsicles in different outfits. According to the local store manager, popsicles represent the coming summer, and, along with it, stylish and sexy options for women in the sun.
This showcase delivers a captivating experience for women looking to prepare for the summer months while simultaneously building brand awareness among all who pass by. I sent a few Facebook messages when I arrived at my desk that morning. By conveying the brand in the context of the upcoming season, Aritzia marketers are capturing the attention of end-users without a product offer, by displaying something out of the ordinary and thought provoking. But, consumers have to pass by the store and view the window to experience the showcase. Why limit the experience to people who happen to pass by coincidentally?
Imagine if a shopper in the vicinity of Soho with the Aritzia app on their iPhone or Android device were to receive an invitation to swing by the store to view the display window. No need to have the application open. No product purchase required.
Or, imagine if an Aritzia mobile application used a rich push notification to deliver a digital version of the showcase to consumers who will likely not see this installation in person. What if the rich push had an embedded video of the photo-animation? An amazing opportunity to bridge the physical, digital, and mobile mediums!
The Aritzia window showcase serves as an example of an opportunity to use the push notification channel to leverage in-store assets in a creative, mobile manner. With Xtify, Aritzia could send the geo-targeted and rich push notifications mentioned above to further build the engagement and buzz that has propelled the brand to date.
