1.
In
October 2007 Decathlon opened its Geologic Village in the Gironde where customers are allowed to test all the hunting and fishing articles of the
three "nature" private labels of the company before buying them. An 18 ha site consisting of indoor and outdoor
facilities (with a small lake) and a fishing deck area, a big-game fishing
simulator, a shooting range and a cold room to test the resistance of garments
to cold weather, etc.). Special
events are also organized: the 7th November last a "Big Game
Day" was held, complete with bloodhound, running wild boar, etc. 2.
In
Germany, Globetrotter converted its downtown store in Cologne (called "Adventure
House") into a large sports arena where the clients were able to find a
cold room and shower for testing clothing, a built-in pool to practice kayaking
and diving and a vaccination centre. This initiative completed the publishing
of an interactive website where customers can share their "outdoor"
experiences.
Each brand, whatever its
category, can build its client relationships in this manner, in keeping with
its "world vision", and so develop its business.
However, I believe that
it is only possible on two conditions:
1.
That
the brand indeed has a "world vision" that it practices in a
consistent and systematic manner;
2.
That
these "live" initiatives are not perceived by consumers as being
one-time or opportunistic "publicity stunts". >
Give it some thought!Two recent examples of
the retailing initiatives of "outdoor" brands deserve to be analyzed
on BrandWatch.
As the Globetrotter
advertisements proclaim, here are two brands that think of "Shopping as an
Adventure" (Téléchargement Globetrotter shopping.jpeg
). We have here two
exciting examples of the "economy experience" that are being
implemented: encouraging consumers to share their experiences, testing products
in real-life situations, experiencing extraordinary events; the company and the
brand thus reinforcing the emotional relationship they share with their
customers.