From point of inspiration to point of sale, and the other way around!

1. Yearly Marketing Survey 2017
From point of inspiration to point of sale…
and the other way around!

2. Agenda 1. Making a Point of Inspiration “shoppable”
2. Making a Point of Sale a Point of Inspiration
3. 5 Key take-aways

3. Making a Point of Inspiration
“shoppable”
Chapter 1
When people think of marketing, they often think about
driving traffic or creating content for a specific target
audience. Primarily, however, marketing is all about getting
people to buy your products. Making your prospects convert
faster, with less hurdles, is the number one task of every
marketing department. Making your content pieces
shoppable is one way to achieve that.
Let’s take a look at some brands that put transaction at the
same level as inspiration.
Interactive
commercials
Shoppable
online magazines
T-Commerce

4. #1 JBC launched Belgium’s first “interactive commercial”
In October 2016, JBC launched a shoppable commercial, enabling viewers to immediately buy the shown products
by using the Spott app. Other brands, such as Swiss luxury brand Bally, have been experimenting with these
shoppable video’s since 2012. It’s only recently, however, that the practice is becoming mainstream, and this with
good reason!
Giving your customers the opportunity to shop at the exact moment they fall in love with your product is the
ultimate way of facilitating the impulse-buy. Making your commercial shoppable is one way of doing so: You’re
taking away several barriers such as the risk that the customer forgets about the item they saw during the break of
their favourite TV-show.
4
In 2016, Belgian JBC collaborates with Appiness and creates a
shoppable ad with Spott.
Back in 2012, Bally launched one of the first shoppable video’s
starring Miranda Kerr and Julia Steigner.
Source: Pub.be

5. #2 Net-à-Porter lets customers discover their products
through a shoppable magazine
In the era of inbound marketing, online content creation is thriving more than ever. It thus only seems logic that
online retailers try to make that content shoppable.
Luxury retailer Net-à-Porter inspires customers with their magazine and pairs their online fashion editorials with
buy-buttons, to smooth out the buying process and to facilitate the journey of their customer.
5
Source: Blog.styla.com

6. #3 Girlfriends Guide to Divorce introduces
T-Commerce
Where there used to be limited points of transaction, the brick-and-mortar store and more recently the webshop,
there are now more and more channels that are getting a transactional layer. One of the newest transactionable
touchpoints we saw emerge is the television- series. This concept is appropriately called “T-Commerce”.
The Girlfriends Guide to Divorce enables you to select one of the actors and browse through what he/she is
wearing, all of this while continuing to watch your series.
6
Source: Bravotv.com

7. Making a Point of Sale a Point
of Inspiration
Chapter 2
You can not only make your point of inspiration a point of
sale, you can also turn it around and make your point of sale
an inspirational touchpoint.
Enhance the in-store customer experience by offering a
seamless integration of online and offline and using innovative
technologies to surprise your customers.Offer personalized
services
Buy online and/or
offline in-store
Connected stores

8. #4 Rebecca Minkoff offers a seamless & connected in-store
experience through its interactive mirrors
8
While in the fitting room, customers can order
new sizes, colors and even change the
lighting.
2
The connected mirror suggests other
products that could suit the customer.
3
Customers can browse and select the latest
looks to try them in the fitting room.
1
What is the added value for the company?
1. Increase time spent in stores
2. Boost clothing sales (30% more)
3. Find out which items are taken into the fitting room, and what’s being purchased or left behind
Source: Digiday.com

9. #5 Bonobos’ Guideshops offer the possibility to try their
clothes in-store but to buy only online
The new shopping style of Bonobos are called “Guideshops”.
• The physical representation of their online store where the main advantage lays in availability of sizes and colors
(traditional showrooming)
• The store offers “bonobos guides” as styling assistants
• After their shopping experience:
1. Customers can purchase their clothes on site on the website (but can’t take them home on the spot)
2. Customers can receive an e-mail with their best fit and style preferences
9
Source: bonobos.com; uk.businessinsider.com; picsolds.com

10. #6 Sephora launches its first highly connected store: “Sephora
Flash”
10
Place any desired product onto one of the
‘connected’ in-store screens, and look for
additional information or product size and
add the item to your basket.
2
Combine your physical with your online
purchases and pay for the entire basket at
the cash register before deciding on
shipping options (delivery or collect in-store)
for the online purchases.
3
Follow the robot NAO’s advice and take a
Digital Card that functions as a virtual
shopping basket.
1
Source: lmvh.com; omnichannel.me

11. #7 Tesla educates their customers in-store,
but sells cars purely online
The aim of a car dealership at Tesla is to educate their customers by:
• demonstrating their different models
• teaching the electric technology by the use of interactive screens
The customer can completely design its own car on interactive screens and order their car online.
11
Source: tesla.com; nurun.com; youtube.com;

12. 5 Key take-aways
Chapter 3

13. Stay true to your
core as a brand and
dare to take bold
decisions
5 Key take-aways to remember
13
Push the blended
use of channels to
the extreme (e.g.
combining online
sales in-store)
1 2 3 4 5
Experiment with
new technologies:
Find out what
connected devices
can mean for your
business
Take back control of
the customer
journey and look
where it can be
streamlined or
simplified
Let go of the original
role of your
touchpoints: Can a
point of sale
become more
inspirational?
Even though our given examples were retail-inspired, there are some interesting lessons to learn for all marketers. Shortening the customer
journey and speeding up the transaction process is a priority of all industries.

14. Want to discover more?
Read our Yearly Marketing Survey

15. Florence Dierick &
Charlotte Marin
Junior Consultants
florence.dierick@thom.eu
charlotte.marin@thom.eu