Interactive digital
Innovations
Instagram Filter
AR
An augmented reality filter will be created for the release of the Rebirth collection. It will be made available at the virtual catwalk, in which guests will be encouraged to use it prior to or after the catwalk to advertise the newest collection.
Through the filter, Basque will be able to better engage with their audiences, whilst promoting positive messages to the Instagram community.
THE FILTER
​The filter will have hints of the floral print and elements of renaissance art alongside the collections ​hashtags which are:
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#Myrenaissance
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#Reborn
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#Redenfine
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#Reinspire
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#Re-emerge
QR codes
During the global pandemic, QR codes have become more popular as it is second nature for consumers. With QR codes being touch-free, quick & convenient and users not needing an app to scan, consumers are becoming more and more comfortable with QR codes.
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“Scan and Rate”:
Once customers have completed their shopping, on their shopping receipt there will be a QR code that consumers can scan at any time to rate their customer experience at the checkout, while also having the opportunity to reward the employee.
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Swing Tags:
QR codes will be placed on the sustainability swing tag, which shoppers can scan the code, leading them directly to the Basque sustainability page. This has been implemented as when consumers purchase the garment and take it home, in their own time they are able to read and learn more about how their garment is made with sustainability in mind.
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The sustainability swing tag will be attached to all garments made from our sustainable fabrics, alongside the Basque swing tag.
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Phone Based AR
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Basque will integrate a AR segment through the MYER one App which would allow customers to pan their phones around the room and see the Rebirth collection in 3D, in which they could click the item and it would give them direct information in regards to the product, and the option to take them straight to the Basque page on Myer’s website. This is imperative due to unprecedented times where customers may be unable to go into a physical store to see the collection.
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Justification:
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Filter:
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Based on our previous research, Instagram is one of the most using social media by Basque’s target audience. Launching an Instagram floral filter during the marketing campaign allows Basque to engage more customers and also relate to the theme of the collection. Customers can selfie with this filter and post it with collection hashtags to share their stories on the Instagram community, and further relate to other potential customers, increasing brand awareness.
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QR code:
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QR codes are put in-store and on swing tags. In order to give customers more information about the collection and enhance their in-store experience.
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Phone-based AR:
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Adding an AR try-on function on the MYER One app allows Basque's customers to virtually try the new collection on their actual body, helping them with the buying decision making, reducing the return rate, and converting more sales.
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