There is no doubt that online retail is booming. UK shoppers spent £91 Billion online in 2013 and are set to spend £107 Billion in 2014. However, it has been reported that for every £100 spent online, only £5 is being taken away from UK high street retailers. Whilst you may have your favourite online retailers bookmarked on your browser at home, they can be easily forgotten about when shopping along the busy high streets and getting drawn in by the colourful window displays. To combat this, we identified coffee shops as the ideal platform to give high street presence to an online retailer. Shopping can be exhausting so it’s not uncommon to stop for a coffee between shops and use it as a meeting point to catch up with friends.
Having already worked with ‘Not On The High Street’ in the run up to Christmas, Very (Shop Direct) have taken this approach a step further by using NFC enabled Tablewraps to dominate 30 London coffee shops. Using an eye catching magazine style creative, Very are utilising the long dwell time and are able to communicate effectively with their female audience, offering style advice and summer holiday must-haves and allowing you to visit their fashion blog by simply tapping your phone on the table. To incentive them to interact, they are even offering a chance to win a holiday wardrobe worth £250.
This campaign was planned/booked by Vizeum and Posterscope.