Digitalised Luxury Experience 比賽結束
eYeka Express

Envision a digitally enhanced luxury customer journey!

開始 2016年11月09日 結束 2016年11月16日 23:59 UTC 審議 結果 2016年12月
開始
2016年11月09日
結束
2016年11月16日 23:59 UTC
結果
2016年12月
簡介

背景

Luxury stores can be different from other stores. They have prestigious locations; they are elegant and designed to match the brand’s image. Visitors sometimes go there for window-shopping to experience the luxury environment. For those who have the chance to buy, it is important to understand that they expect more than just the product itself. The luxury customer journey is complex.

In the past few years, digitalization has been used a lot to improve the retail experience and enrich the customer journey, especially in luxury stores. Now, staff are armed with screens, smart mirrors are used as video screens, product information is shown in digital displays, etc. Technology-savvy consumers are already very familiar with these technologies.

Nowadays, people are aware that digital solutions rely on the use of data. Geo-localization, history of navigation or personal preferences are leveraged by digital tools to improve our experiences in real life. In the meantime, consumers are becoming increasingly concerned about the privacy of their personal information.

We’re looking for new ideas from the consumer’s point of view to reach new frontiers and produce an exceptional physical shopping experience. Can you help to design this future luxury shopping experience? How would you digitalize luxury stores?

創意挑戰

Use digital interaction solutions to make the luxury shopping experience more exciting.

We want to envision what a digitally enhanced consumer journey in luxury stores looks like. There are already a lot of digital devices available: tablets and smartphones, connected devices, NFC or RFID chips, beacon, recognition technology, etc. The task is to imagine how they could be implemented throughout the customer journey to deliver a better experience.

We’re not looking for new technology to be installed in luxury stores. We want you to think about the entire customer journey, from glancing at the window, entering the store, being led to the personal lounge, interacting with the shopping assistant and making the purchase, to aftersales service. How can we provide a better customer experience using digital technology? How would you leverage customers’ data without being intrusive? How can technology bring entertainment and intrigue to luxury retail stores and motivate customers to visit the store more frequently and buy more products?

These cosmopolitan consumers opt for the personalized and elite customer service and tactile shopping experience. Therefore, the challenge here is to engage shoppers who enter the physical luxury stores in interactive solutions, not to lead them to shop online.

Bear in mind that the luxury stores experience is a complex mix. On one hand, it’s a public space that should be kept open for anybody to visit; on the other hand, it’s also a shop where customers buy luxury products. You should consider these two aspects and provide the right balance of both. Here is a patchwork that gives a glimpse of what it is.

Your idea should be presented with visual elements and text. On the first page, use some visuals or sketches to show us your ideal customer journey in a luxury store. On the second page, please answer these three questions:

  1. What is your idea and how does it work?
  2. How does it contribute to the “luxury” image of the brand, motivate the store visit and build customer loyalty?
  3. What data would you use in each step to enhance the experience? How far would you go?

提示

我們提供的舉例只用於講述其中的思路,讓你更好了解我們的期待值。請不要在你的作品中照搬,否則作品將被拒絕。

An example of a good entry could be a sensor that is activated when a customer enters the store. It analyzes his purchasing history and profile to predict what he is looking for this time and sends the information to his shopping assistant. It also builds a 3D model of the client trying on the items. After being led to the lounge, the shopping assistant can show him the suggested items and how they look on him.

We think icons and infographics might be interesting tools to leverage for this contest. Feel free to use any kind of executions that would deliver a clear message and process.

A bad idea would be one that talks about existing technologies or suggests new technology without involving it in the customer journey. Sending a pop-up notification with discount when a customer enters the shop is an example of a bad idea.

獎金

評審團獎金

  • #1 獎金 € 1,500
  • #2 獎金 € 600
  • #3 獎金 € 400

格式

2-page PDF with visuals and texts

評獎標準

The winning entries need to use breakthrough digital interaction solutions to revolutionize the customer experience in luxury stores.

比賽指南

本次比賽指南

  • Entries should be in English.
  • Please use the template provided in the toolkit
  • Here are some existing technologies already used in similar retail stores: Beacon, NFC, RFID, Facial Recognition, LED Display, mobile payment, connected fitting room, tablet, smartphone, video wall, digital showcase, etc. The challenge is not to invent a new technology but to use multiple technologies to improve the customer journey. You also need to include the data used in each step of the journey.
  • Entries should be in 英文
  • 入選作品將被用於在互聯網上。授權和許可使用受保護的內容(包括音樂,照片..)必須與互聯網廣播兼容。你必須能夠在任何時間提供這些授權和許可的書面證明。

eYeka愛可網標準比賽指南

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  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
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