ASOS extend
focus to men through interactive video brand experience.
Contagious
Brands
are challenged to make shopping an exciting and inspirational experience for
men but also get them to buy. ASOS have used digital's strength to move people
from engagement to purchase by injecting theatre into the retail experience
using interactive video that integrates product, commerce and depth through
character side-stories. Whilst I like the interactive elements, the experience
fails to add value beyond entertainment. It would be nice to see incentives to get them engaged in the e-commerce experience, such as giving them discount vouchers or access to limited addition items when
they share content.
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