Via Web Pro News
Sears is launching a new site aimed at Tweens who are ready to do their back to school shopping. Not only can they create an avatar (called an 'E-Me'), but they can dress it up in actual clothing being sold at the store, and share their favourite outfits with other users.
I consider this to be a brilliant bit of marketing for a couple of reasons- one, the kids are playing mix and match with actual Sears clothing, so it's giving them a different sort of connection to the product. Two, it's attractive to parents who don't want to stand around all day and watch their teenagers try on loads of different clothing.
Plus, if they print out their 'closet' (preferred clothing) and bring it to the store, and they get 10% off those items.
Even more astonishingly, they can put their avatars in 'interactive backdrops' that include dancing and flipping burgers... dancing I can see, but flipping burgers?? Ah, nevermind, I give up.
I can't wait to see if this strategy is adopted by other clothing stores, if it becomes successful. It's an interesting way to bridge the gap between online and brick-and-mortor shopping.
1 comment:
My Virtual Model--http://www.mvm.com/en/index.htm, it's been around a couple years and meant more for adults. You put in your measurements then look around, Sears used to be one of the stores featured. It's not quite as useful as what you've described on the Sears site (the printing and discount and such), but it is a likely precursor. I really like the H&M selection, since that's a store I do shop at.
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