A fashion line backed by a retail juggernaut has tapped a new realm via the launch of a fresh online initiative.
Coles' fashion range Mix Apparel has responded to market demand for a “more interactive and streamlined shopping experience” with the launch of a new online shopping program designed to enrich the online experience.
The latest innovation, titled the Mix ‘Colourscope’ aims to create the perfect ensemble – based on each user's physical appearance and personality, rather than birth date – and acts as a shopping assistant of sorts, capturing insights about the customer and making recommendations based on those insights.
The program has been developed, designed and implemented by Sydney-based digital communications agency, Mentally Friendly.
The Coles Mix Colourscope is currently live on the Coles Mix website and has been created in a bid to promote the expansion of the line's colour range and the increase of its stock available online.
As well as creating the platform, Mentally Friendly has engaged a stylist to colour match the Mix Apparel range to certain profiles as dictated by the quiz.
Coles Marketing Manager for non-food Jessica Richmond said, through this, the Colourscope will also provide an easy portal for fashion-forward advice for its consumers.
Ongoing content, such as ‘How-To-Wear’ the colours, tips to style a wardrobe and suggestions of Mix Apparel clothing that will suit a user's personal Colourscope will be a key feature. In addition, participants in the quiz will also go in the draw to win daily Mix Apparel gift vouchers.
“A lot of our customers tell us they’d love some help in the styling department,” she said.
“So along with the team at Mentally Friendly we’ve developed Colourscope, an easy quiz to discover what colour palette might best suit your personal colouring and style, as well as some recommendations from our latest collection.”
Mentally Friendly founder and creative head Nick Gower said this type of consumer engagement model can also boost the performance of an online marketplace without the need for lowering stock prices.
“Retailers have either got to engage consumers with an experience or heavily discount on price to compete in the online space,” Gower said.
“This campaign is built around an engagement model, giving the consumer a unique experience that can deliver a sale without compromising on price.”