CircleSquare introduces the revolutionary Connected Shopper Platform to drive brand sales across the entire shopper journey

CircleSquare, the expert in retail marketing, brand experiences and consumer engagement, has unveiled a new digital tool – the Connected Shopper Platform. It transforms a brand’s ability to reach the consumer at all points of the customer journey, sparked by an initial connection online.

The main premise of the platform – which is targeted specifically at the travel retail market – is to create an immersive digital brand world which engages shoppers through social media, exclusive content and rewards, driving them to physical retail touch points or making pre-travel purchases which can be collected at the airport.

The Connected Shopper Platform has been developed in partnership with comtogether, the Swiss digital marketing agency in which CircleSquare recently acquired a stake, and Neoma, a leading expert in AI based location services.

The partners combine data-driven digital marketing experience and travel retail-specific experience to avoid the trap of conventional media planning methodologies that have been developed with a domestic focus and offer campaigns uniquely optimised for travellers.

The aim of the platform is for communication with the consumer to go way beyond a standard brand e-commerce page or a ‘virtual’ version of a flagship store.

DRIVE TO STORE

Traffic is driven, via the Connected Shopper Platform, to physical touch points by methods which include digital media advertisements targeted at shoppers who are set to travel through airports. These ad campaigns link to a personalised brand world where customers discover the products and are engaged through, for example, gamification and rewards.

This could take the form of a simple QR code or a geo-targeting enabled wallet pass that drives footfall to the physical activation at the airport where shoppers can claim their reward. The product experience is completed in the airport retail environment, where customers can interact with the brand and brand ambassadors.

CircleSquare cites research from Salesforce which shows that 81% of shoppers still turn to bricks-and-mortar locations to discover and evaluate new products, making a first-time purchase in a physical store 2.4x more likely than online. The Connected Shopper Platform is therefore ideal for new product discovery, allowing brands to target customers before they arrive at the airport, control the brand experience online and drive footfall to an HPP, activation or store, to make those purchases happen.

PRE-TRAVEL SHOPPING

Additionally, the Connected Shopper Platform leverages the existing ‘Click & Collect’ infrastructures of retailers to offer a pre-travel shopping option to travellers, ideal for the purchase of best sellers and gifts, that can be picked up safely at the airport.

“The new normal in travel retail is bound to include social distancing, queues and limited in-store engagement,” explained CircleSquare Managing Partner Stephane Zermatten. “Airport shopping will likely not be as fun as it used to be, so we need to find new creative ways of converting shoppers.”

He continued: “The footfall in travel retail is going to be limited for a long time so brands and retailers can’t just be waiting for customers to come to them. The Connected Shopper Platform is a smart way of engaging with passengers before they travel and convert them into shoppers. Higher conversion rates are the key to prosperity in the current travel retail environment and this platform is a major step towards achieving that.”

ONE BRAND, ONE VOICE

CircleSquare Executive Creative Director Philip Handley added: “The Connected Shopper Platform is all about ‘one brand, one voice’, allowing you to engage with your customers before they travel in a personalised way. A successful campaign is defined by a consistent storytelling delivered across all touch points of the shopper journey, digital and physical, and the Connected Shopper Platform is the ideal way to achieve that.”

Crucially, the Connected Shopper Platform allows central campaign management, enabling the client brand or retailer to manage global campaigns in real time across all airports.

Zermatten concluded: “Through our integrated platform, brands can use the same budgets but drive more sales by redistributing the activation spend across digital and physical touch points.

“Additionally, the success of campaigns is measurable as the digital methods used leave a trace. So, for example, you can see how many times your ad has been displayed, how many clicks have been made on the ad, how many people have been on the platform to browse, how many people have inputted a QR code or visited an airport activation etc.

“These are just a few ways in which the Connected Shopper Platform can bring measurable results for our brand and retailer clients.”

Discover more about the Connected Shopper Platform and try a dummy campaign at www.connectedshopper.io

Leave a Reply

Your email address will not be published.

Latest Blog Articles

South Korea to raise inbound duty free allowance to US$800

South Korea to raise inbound duty free allowance to US$800

SOUTH KOREA. The Korean Finance Ministry today announced plans to raise the duty free allowance for inbound travellers from US$600 per person to US$800. The news was reported earlier by Yonhap News Agency (original story here). Crucially, the revised rules to be introduced call for a doubling of the alcohol limit for international arrivals from […]

Continue Reading…

A taste of the Music City: Famous downtown steakhouse brand opens at Nashville Airport

A taste of the Music City: Famous downtown steakhouse brand opens at Nashville Airport

USA. The Southern Steak & Oyster, a well-known downtown Nashville steakhouse, has opened a full-service restaurant and bar in Concourse D of the South Terminal at Nashville International Airport. The new 3,589sq ft restaurant will be jointly operated by TomKats Hospitality owner Tom Morales, who concessionaire Fraport Tennessee describes as a “legendary restaurateur”, and Skyport […]

Continue Reading…

Malaysia Airlines partners with Kapten Batik for eco-friendly fashion collection

Malaysia Airlines partners with Kapten Batik for eco-friendly fashion collection

MALAYSIA. Enrich, the Malaysia Airlines travel and lifestyle loyalty programme, has partnered with local fashion & accessories brand Kapten Batik to launch an eco-friendly capsule collection. The collection was officially launched by environmental and social activist Her Royal Highness Tengku Datin Paduka Setia Zatashah Sultan Sharafuddin Idris Shah at The Curve shopping mall in Petaling […]

Continue Reading…

Emporio Armani makes stylish debut with Hainan Tourism Duty Free Shopping Complex

Emporio Armani makes stylish debut with Hainan Tourism Duty Free Shopping Complex

CHINA. Emporio Armani has teamed up with Hainan Tourism Investment Duty Free Co. to open a boutique at the Hainan Tourism Duty Free Shopping Complex (HTDF). To celebrate the opening, Emporio Armani is offering -60% discounts on luxury goods and -70% offers on its other lines as part of the Hainan Offshore Duty Free Shopping […]

Continue Reading…

easyJet appoints new Chief Customer and Marketing Officer

easyJet appoints new Chief Customer and Marketing Officer

easyJet has appointed Robert Birge to the new role of Chief Customer and Marketing Officer, sitting on the airline’s management board. This role brings together a number of key areas including Marketing, Digital, Customer Service along with Customer Experience and Insight. Robert will join the airline later this month. Robert is a highly experienced leader […]

Continue Reading…

Brockmans Gin debuts at Ben Gurion Airport

Brockmans Gin debuts at Ben Gurion Airport

ISRAEL. British super-premium gin brand Brockmans has made its travel retail debut at Tel Aviv Ben Gurion International Airport. The listing, made through retailer James Richardson, is a milestone for Brockmans as it seeks to build its travel retail footprint. Brockmans was recognised by IWSR as the largest privately-owned British super-premium gin brand of 2020. The […]

Continue Reading…

Emirates Skywards makes a splash this summer

Emirates Skywards makes a splash this summer

Emirates Skywards, the award-winning loyalty programme of Emirates and flydubai, is giving members even more reasons to explore the world this summer with exclusive bonus Miles offerings. Enjoy splurging and rack up Miles this August on flights, hotel stays, car rentals, lifestyle partners and much more. Earn up to 15,000 Miles on hotel stays Emirates […]

Continue Reading…

Bouncing back: Retail performance gathers strong momentum at Changi Airport

Bouncing back: Retail performance gathers strong momentum at Changi Airport

SINGAPORE. Changi Airport Group (CAG) has delivered a positive update on retail activity at Singapore Changi Airport, as air travel recovers strongly with passenger traffic surpassing 50% of pre-COVID levels in June. The airport operator noted that a steady recovery in retail sales buoyed by the relaxation of border restrictions in the Asia Pacific region. […]

Continue Reading…

Qatar Airways sponsors prestigious Qatar Goodwood Festival for fourth time

Qatar Airways sponsors prestigious Qatar Goodwood Festival for fourth time

Qatar Airways, the Official Airline Carrier, has sponsored the prestigious Qatar Goodwood Festival in partnership with the Qatar Racing and Equestrian Club (QREC) for the fourth time. The festival took place from 26 July to 30 July at Goodwood Racecourse, West Sussex, UK. The British flat racing season added yet another iconic equine race event […]

Continue Reading…

Party time as Sierra Tequila teams up with Gebr. Heinemann at Hamburg Airport

Party time as Sierra Tequila teams up with Gebr. Heinemann at Hamburg Airport

GERMANY. German brand-building specialist Borco has partnered with Gebr. Heinemann in a Sierra Tequila ‘Lead the Party’ promotion at Hamburg Airport. Travellers are encouraged to interact with brand ambassadors in sampling sessions which introduce a three-step tequila shot process. They also have the opportunity to win a Sierra Tequila party box by uploading their favourite Sierra […]

Continue Reading…