Primark - Love From Boston
Overview - UX/UI In-store digital interactions
Consumers are more demanding than ever, and shopping for low-cost clothing no longer means low expectations when it comes to the retail experience. ‘Love from’ was a project that allows customers to expressing themselves, generating unique content and engage with the brand. The installation would appear in Boston, UK and Europe.
Customers step into the installation and was invited to send a post card to “Planet Primark” to others Primark customers.
In the journey, participant was invited to try different poses pre setup by us, the gestures triggers playful graphics that could record a 15 sec message. The message was sent to customer phone and was display automatic on the Love from microsite.
My role
My work was to conduct thorough quantitative and qualitative user research to understand their customers, collecting data, art directing the general looking & feel. Pitch ideas which had to work for both the customers and the technology stack available, work along side with interior designers to make sure the ideas would work and fit on the physical space that was also been created.
Research
Selfies play on the attention-seeking and creative side of shoppers today, which is why the retail space is the perfect ground for 'selfie shopper or social shopping.
Engaging Experiences
To compete with the convenience of e-commerce, retailers need to engage their customers with personalized rewarding experiences.
The Process
I started identifying the types of customers that would interactive with installation. Recently the client has done a research based on customers from Spain, Uk and Germany that help us to identity how the customers behave in store and online.
Based on the research and the ideas around the installation, I started creating the customers journeys and wireframes for the physical space and for the Microsite that would support the store idea.
Identifying Primark customers
Outcome
Generate Brand Awareness in New Territories Capture New Customers Incentivize Brand Loyalty.
The in-store installation, postcard displays and spread of branded online content provides exposure to the brand for the American customer.
Love From... promotes a positive feeling for the brand, enticing customers to join the Primark community. Primark ‘twin cities’ Boston and Madrid are connected as stores open at the same time.
Love From.. creates unique branded social digital trends with the capacity to become a wide spread global phenomenon.
Wall configuration
Graphic communication
Graphic communication
