Thursday, February 16, 2012

New Meaning to Window Shopping

Yesterday The Age newspaper published an article about the possibility of virtual storefronts accessed by QR codes coming to Australia in the near future… Today they arrived.

Sportsgirl have clad the windows of their Chapel Street store with giant decals showcasing products from their latest range along with a QR code directing you to purchase the garment from their online store. It’s all about convenience and being able to ‘shop 24/7’.

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It can take anywhere from 4-6 weeks to refit a store. That equates to a lot of lost sales but more importantly retailers often find that shoppers will go elsewhere in that time and may not return. Until we see a full take up of online shopping, a window store is never going to generate the revenue of a physical store. However it should go someway to maintaining a brand presence that customers will come back for.

We’re not shopping for groceries whilst waiting for the daily commute at the train station yet (i.e. the South Korean experience), however we are one step closer thanks to this initiative by Sportsgirl.

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Monday, February 13, 2012

The Beauty Loop

I can finally say that I’m in the loop. All across the latest trends, newest products and with invites to upcoming events filling my inbox. The Beauty Loop that is.

Mecca have fully branded their customer loyalty program into something quite special. In their words, it’s “our way of recognising you. The brands you love, the products you want and the experiences you enjoy. It’s also our way of thanking you and giving you more of Mecca.”

mecca beauty loop

There’s three levels that I can aim to attain in the Loop. Level 1 - A beauty devotee, you love all things Mecca... and yearn for more, more, more! For this I’ll get a complimentary Makeup Application for my birthday, invites to exclusive events and of course the latest in beauty news. All in exchange for a spend of $300 each year.

Level 2 - Meccanista is your middle-name gets me a birthday gift, complimentary Makeup Application, event invites and deluxe samples for a spend of $600. Going all out for twice that amount ($1,200) would see me attain Level 3 status - You have the key to Mecca! And your beauty wish is our command. In addition to Level 2 benefits, I would also receive one-on-one time with makeup and skincare experts, personalised new product showings and deluxe samples and previews.

Every purchase in store or online goes towards my Beauty Loop account. By setting up my profile online I can also activate the auto-replenish service ensuring I never run out of product and select what sort of products I want to receive more information about. I’m also prompted to write reviews about items I’ve recently purchased and share them with fellow beauty devotees on the site.

There’s a couple of things I love about the concept of the ‘Beauty Loop’. Firstly I feel that I’m on the inside – in the know with all the latest goss, a feeling of exclusivity. The word ‘loop’ also has a great connotation of being something that comes full circle – spending and receiving in return.