E-COMMERCE FASHION LEADER ZALANDO USES INTELLITIX TECHNOLOGY TO BRIDGE THE GAP BETWEEN DIGITAL AND REAL- WORLD SHOPPING EXPERIENCES

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1 E-COMMERCE FASHION LEADER ZALANDO USES INTELLITIX TECHNOLOGY TO BRIDGE THE GAP BETWEEN DIGITAL AND REAL- WORLD SHOPPING EXPERIENCES The Clients: Intellitix Solutions Provided: Experiential Access Control

2 KEY ACCOMPLISHMENTS 1. 83% of registered guests who scanned offers engaged with a brand touchpoint on-site 2. Bridged the online and offline shopping gap by integrating Zalando s e-comm functionality 3. Guests from 14+ countries registered profiles, showing the international scope of the event 4. Catered to the specific needs of more than 50 of the world s most iconic fashion and apparel brands 5. Over 350 RFID sensors deployed across the event site 6. Created one of the most sophisticated RFID ecosystems in the world The challenge with an event of this scale - 30,000 people, over 3 days with 350 different data points - is finding a company that has the experience and the know-how to handle that much data, and for us that was definitely Intellitix. Alex Gwilliam Senior Creative Strategist Kemmler-Kemmler Agency 2.

3 ZALANDO S GOALS 1. Obtain greater amounts of data 2. Increase average guest spend per head 3. Acquire new customers 4. Reduce security related costs 5. Generate online sales from physical interactions 6. Create a platform for brand partners to easily share content EVENT OVERVIEW Originally founded in 2001, Bread & Butter is a streetwear and everyday clothing trade show held in Berlin. The event was bi-annual until 2015, when it shifted to September after being acquired by the German e-commerce leader Zalando marked the first year that Bread & Butter expanded its scope beyond the fashion and apparel industry and targeted a broader audience. Rebranded as Europe s Festival of Style & Culture, the event added musical performances from the likes of M.I.A., FKA Twigs and Virgil Abloh. While no clothing was being sold to consumers on site, the objective of the organizers was to bridge the digital and real-world shopping experiences. They were looking to develop the ultimate experiential fashion event. In 2017, Bread & Butter was held on September 1-3 and played host to 30,000+ fashion enthusiasts and fans. 3.

4 THE PARTNERSHIP Berlin-based creative agency Kemmler- Kemmler enlisted Intellitix on behalf of their client Zalando, as the company sought to turn their newly acquired Bread & Butter event into an interactive, shopified trade fair experience. THE PROBLEM Recognizing the potential for gathering vast amounts of audience data, which would ultimately lead back to online sales, RFID was determined to be the best solution. This would improve the overall guest experience while driving post-event sales through their e- commerce platform. After the acquisition of Bread & Butter, Zalando s objective was to transition the event from a trade & industry-focused experience to become more consumer centric. Zalando wanted a mechanism to create an interactive experience for their guests, while collecting as much data on them as possible, all while making the event commerce-free on site. The brand prides itself on staying ahead of the curve on trends, and they recognized that the integration of RFID into Bread & Butter allowed Zalando to considerably improve the guest experience and provide more value to partnering brands. the organizers were determined to bring them actionable data insights presented in a clear and easy-to-understand way. Zalando s ambitious nature also required an RFID partner capable of developing a unique, bespoke solution, that would also deliver the kind of consistent data insights that their partners expected. This was an extremely high profile event for Zalando. They had a number of major fashion brands partnering, such as Tommy, Nike, Adidas, and Reebok, and 4.

5 THE SOLUTION Shopifying the Experience Brand Engagement Despite the event itself being commercefree, Zalando s objective was to drive sales online and push guests to make purchases through their website. Zalando wanted guests to create a wishlist of sorts, using their RFID wristbands to express interest in particular products or brands. This wishlist would be attached to their preregistered profile and allow them to make purchases directly from it, supplying Zalando with actionable data to continue the sales process online. Intellitix s RFID solution allowed for brand participation on an event-wide scale. Internationally recognized fashion and attire brands such as Nike, Adidas, and Tommy utilized the RFID integration to gather data about the audience and to offer exclusive products that could only be bought via Zalando. Custom Application As per the client s request, Intellitix developed a custom app, similar to a digital diary that was connected to the RFID chip on the wristband. We likened it to the pen and paper you get at Ikea, explains Peter Machalek, Intellitix s Director of Brand Partnerships. If an audience member is interested in a product, they tap their wristband on a brand sensor touchpoint, and the details of that item would show up on a wishlist on their phone in the connected app. Guests can then take action immediately by hitting Shop Now next to each item, instantly re-directing them to the Zalando site to purchase the items from their wishlists. For me it is impressive that all of these brands can use [this technology] in such different ways. They can really make it and shape it however they like, Zalando s Senior Project Manager Bernadet van den Pol told Intellitix. They really want to push their products so they bring a lot of exclusive products that we only sell at Zalando and they want people to shop for it via the RFID technology. 5.

6 VIDEO CASE STUDY O Watch the video case study to see how Intellitix s solutions amplified the guest experience and delivered better data to Zalando and its partners. Photos from the video case study showing the RFID solutions on-site. 6.

7 FINAL THOUGHTS Both the guests on site and our partner Zalando were extremely satisfied with the integration of RFID at Bread & Butter. Not only was Zalando able to deliver actionable and relevant data to their partnering brands, but they managed to bridge an important gap that existed between Zalando s e-commerce operations and the experiential Bread & Butter event. Bread & Butter is one of Intellitix s most complex experiential RFID deployments to date, explains Machalek. The creation of a bespoke micro-network for all guests to use as their digital diary is something that has never been tried before, and the level of programming required to distribute so many individual content packages was a big achievement. We were very proud to lead its rollout. Get In Touch 116 Spadina Ave, Toronto, Ontario, M5V 2K6