French fashion retailer, Comptoir Des Cotonniers recently became one of the first brands to go live with the ‘Fast Shopping’ experience powered by PowaTag. In the hope of capturing the wait-marketing phenomenon the brand targeted its campaign around bus stops, coffee tables, waiting rooms, Uber taxis and billboards and other places where people have little more to do than shop.
These mobile-enabled virtual boutiques situated at prominent locations around Paris, Toulouse, Marseille and other cities, enable consumers to make a purchase by using their smartphones to scan the barcodes through the PowaTag app. At the same time, it gives shoppers the freedom to choose if they would prefer to receive their merchandise online or in-store.
The app also combines a number of other mobile technologies including audio and video watermarks, QR codes and beacons allowing users to make purchases from a variety of media, including print, TV, radio and audio announcements. In the case of audio ads, audio watermarks ie. audio waves carrying a unique data stream is embedded into the TV or radio commercials broadcast. These messages then trigger the application to display the product.
After an initial three-minute setup time which mainly comprises of typing in the payment details, consumers can complete the purchases in just one click. The french retail chain, however, opted to add an additional step to help its customers avoid accidental purchases. Once an order is placed, consumers can have their merchandise delivered home within 48 hours. Further by conforming to Level 1 PCI DSS (Payment Card Industry Data Security Standard), PowaTag also guarantees a high level of security to ensure that the banking details of consumers are kept safe.
Essentially, PowaTag is yet another attempt to solve the omnichannel challenge that has captivated the retail industry by seamlessly integrating shopping across a variety of media outlets. The app grants brands direct access to valuable information on their shopper’s preferences and shopping habits, while analysing customer behaviour itself to improve the app’s performance. It also allows brands to manage campaigns through the dashboard where they can create PowaTags and access analytics on each tag. In turn, every time an order is converted via the app, the brands are charged at a rate of 40 cents per sale.
Along with Comptoir des Cotonniers, PowaTag has also partnered with more than 475 global brands and retailers such as Waitrose, Argos, Laura Ashley, Screwfix and Universal Music to roll out similar marketing solutions. The app is hoping that its one-in-all strategy with added benefit of requiring users to only download one app for hundreds of stores, instead of crowding their devices with different apps for different retailers will not only attract merchants but create the perception of a meaningful utility to the end consumer.
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