Consumers are invited to flick personalised digital snowflakes onto the windows of Saks Fifth Avenue’s flagship store in New York this Holiday season.
The initiative, developed in partnership with creative digital agency, The Science Project, and sponsored by MasterCard, is part of the retailer’s wider focus on the legendary Yeti rumoured to reside on its roof making snow during the festive period, this year.
The Yeti Snow Workshop as this particular window is called, invites passersby to visit saks.com/snow on their mobiles where they can find out their own Yeti name, add it to a snowflake design and then flick it from their device to instantly see it gently falling down the window.
In-store those who spend over $150 or more with their MasterCard, can then receive a 3D-printed snowflake created by the MakerBot. Harry Cunningham, senior VP-store planning and visual at Saks, also told AdAge: “3D printing has been a big of late, so some of the figures in our window this year are actually 3D printed. As technology advances and as things move forward, we’re looking for opportunities to inject that into our process.”
Six of the other store windows depict different scenes of the Yeti’s life, from being “an under-appreciated snowmaker in Siberia to his starring role as a true snowflake artist in New York”. Each also features the hashtag #SaksYeti.
They were unveiled last week with a 3D light show mapped onto the façade of the store created by Iris Worldwide (as in the YouTube video below). It runs every seven minutes each night from 5-11pm over the Holiday season.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Louis Vuitton releases Retracing the Trunk video (as above) [Dazed Digital]
- Target hosts interactive runway show powered by Twitter [BrandChannel]
- Q&A: John Lewis on the ingredients of a successful multichannel retail strategy [Econsultancy]
- Rosie Huntington-Whiteley’s M&S lingerie advert complaints dismissed [Vogue.co.uk]
- Chinese shoppers have gone mobile. So should brands [JingDaily]
- Fashion 2.0: Online vintage heats up [BoF]
- 50 must-have fashion apps to download now [StyleCaster]
- The most influential personal style bloggers right now [Fashionista]
Online retailers in the US will prioritise site optimisation, mobile and tablets in 2013, according to a new report from Forrester Research in conjunction with Shop.org.
The State of Retailing Online 2013 (SORO) study shows the aim will be to “improve the customer experience and increase web conversion and loyalty across all devices”.
Over half (51%) of those surveyed cited site optimisation as key, referencing a focus on checkout optimisation, alternative payments, user experience, testing, and product detail page enhancements.
Meanwhile, 43% outlined that they would be focusing on mobile and tablets this year, investing in new or improved mobile apps and mobile-optimised sites, analytics, and traffic and conversion growth.
Shop.org executive director Vicki Cantrell, said: “While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience. Retailers this year are smartly investing to create a holistic customer experience across stores, desktop, and mobile to improve conversion rates, grow crucial repeat customer business, and even capture their share of customer demand from international markets.”
Happy new year one and all! To kickstart 2013, here are a handful of stories surrounding all things fashion and digital from over the holiday period you may have missed:
- Louis Vuitton pushes spring/summer line with downloadable paper doll cutouts (as pictured) [Luxury Daily]
- Love magazine released a star-studded Fashion Nativity video on Christmas Day featuring Laura Carmichael, Pixie Geldof, Giles Deacon, Henry Holland, Abbey Clancy and more [Love]
- New video from H&M’s forthcoming & Other Stories line reveals craftsmanship of bags in its first collection [YouTube]
- Nike gamifies every day human movement with NikeFuel Missions video game [DigitalBuzzBlog]
- Fashion retailer Caché launches mobile app featuring push notifications [AdWeek]