A new device designed to help retailers achieve a seamless multi-channel marketing strategy is gathering pace, with first-time trials already under way in Australia.
The Tweet Mirror, developed by Nedap Retail in the Netherlands, is a device that uses social network and electronic media to improve customer experience in-store and allows customers to act as ambassadors by promoting products and brands in real time and globally via viral marketing.
The device uses touch screen technology and internet connection to enable customers to take their own pictures in different outfits and instantly share images and information via Twitter, Facebook, MMS or email.
The software, distributed in Australia by Brackley Industries, was initially introduced to market in February 2011 and is the first of its category to be released in Australia, however, Brackley Industries general manager of sales & marketing Alison Field said the digital device has yet to be installed by a fashion retailer here.
“The Tweet Mirror has now been installed in clothes shops in Belgium, France, Austria, Switzerland, Germany, England, India and China. In Australia, we have several retail trials under way and anticipated sales later in the year,” she said.
“It’s important for retailers to have both a physical and online presence. The question is how to bring these together. Tweet Mirror was the first to do this and is all about multi-channel marketing and with Tweet Mirror in multiple sites, it is a platform for customers to talk about and showcase a brand to their social network in an instant, in real time, and virally. Tweet Mirror is also a useful tool for customers to assist with purchases and creates a buzz in store and increases traffic to your online store.”
Field also revealed that the Tweet Mirror is relatively hassle-free for retailers to install, with no software development required and only minimal initial set-up customisation needed to “plug and play”.
“In 2010 the Tweet Mirror won both the Popai Digital Award [Popai is the knowledge centre for retail marketing] and the Retail Technology Award [highest score for innovation and strategic & financial benefits to the retailer],” she said.
“The valuable data base collected by Tweet Mirror is also easy for the retailer to access and is a useful and valid data base to leverage marketing activities.”
For more information go to: http://www.brackley-industries.com/page23.html