Marketing Trendz Volume 27 Winter 2022 Edition - Page 23

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www . intuxanadu . com / virtual-shopping / www . lacoste . com / fr /
SOCIAL SHOPPING LAND AT INTU XANADÚ
The proposition is an alluring one : Buy from wherever you wish . It is now a reality for intu Xanadú in Madrid . The Spanish center has introduced Virtual Shopping , a new way to buy goods that prioritizes convenience and personalization , and to which many of the on-site brands participate .
Customers who visit the center ' s website will see the Virtual Shopping tab right on the top menu and from there , they can select their chosen brand and contact the given store via WhatsApp or video call . The store ' s staff will then take over to deliver personalized service to guide those customers through the steps needed to complete their purchases . Once that happens , the store will pull the items from the shelves and set them aside until pick-up .
The Virtual Shopping micro-site is fully searchable , be it alphabetically by store name or using a list of a dozen retail categories ranging from beauty and decoration to toys and tech . intu Xanadú ' s marketers also nudge shoppers a little with a " Latest News " section with cross-category product highlights — among current additions are Desigual ' s paisley backpack , Energy Sistem headphones available at AliExpress Plaza , and polarized sunglasses from Hawkers .
LIVE FROM THE COURT WITH LACOSTE
Lacoste jumped on the social shopping bandwagon this past holiday season with Live from the Court , an online video series that friends of the French fashion brand hosted . They presented the goods — their top picks of Christmas presents to gift each other — and invited viewers to join in to uncover new styles and more gift ideas . YouTuber Théo Gordy , social influencer The Edward Sad , and William aka Xmas Crew # 3 formed the hosting trio on December 21st , riffing playfully but also directing virtual guests ' attention to the live selection of signature Lacoste crocodile apparel , footwear and accessories on which they could get their hands instantly in a few clicks .
Live from the Court is broadcast right from its own tab on the Lacoste website , giving fans of the brand a chance to catch the episodes live , watch the on-demand replays whenever is most convenient to them , scroll through a gallery of products , as well as explore different looks for him and her . If that doesn ' t quite cut it , the brand has one more proposition , namely for shoppers to " free the crocodile " in them and personalize their favorite pieces , be they sweatshirts , t-shirts , handbags , or classic polo shirts to wear and flaunt online , tagging # MyLacostePolo .
The Trendz Twist : Making buying even more convenient through mall-wide online shopping is a good way to foster customer loyalty . Even better would be to tie that expanded service to your center ' s formal loyalty program and run it through the latter ' s mobile app . That will distinguish the offer from mere online shopping and enable customers to earn reward points that they can then use for future purchases wherever and whenever they like .
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