design:retail - June 2015 - 55

055

CITYCENTER]

The Citycenter mall
in Helsinki, Finland, launched its own loyalty program by
distributing 14,000 free branded keyrings, known as Physical
Cookies, which mimic how online cookies track and target shoppers in the real world. Each unique RFID-enabled Physical Cookie
can trigger six touchscreens scattered across the mall to display
contextual and personalized messages and oﬀers. The displays change
based on the time, weather, events or data derived from past behavior and
the concentration of nearby keyring carriers. The tactile, anonymous nature of
the Physical Cookie means simply carrying one oﬀers super-personalized service without
forfeiting personal data. Some of the mall's participating stores can view details about the
Physical Cookie carrier's past purchases and shopping habits. Beta testing indicated the
initiative increased the average time spent at the Finnish shopping center by 8.9 percent
and increased traﬃc from the busiest ground ﬂoor to the ﬁrst ﬂoor by 14.5 percent.
Designed by TBWA/HELSINKI/PILOT (NEWS.TBWA.FI) Photos courtesy of TBWA/HELSINKI/PILOT

[TACO BELL

Taco Bell's mobile
app has a "Rotate to Reorder" feature that allows
users to purchase their usual food order simply by
turning their phone 90 degrees to the right. This
gesture-controlled shortcut was developed with the
knowledge that 70 percent of Taco Bell customers
place the same order every time. The app also allows
customers to order en route to a Taco Bell restaurant.
Once within 500 ft. of a restaurant, customers
can check-in to have their order added directly to
its POS queue, which notiﬁes the kitchen to start
preparing their food. Customers arrive at the restaurant to ﬁnd their freshly prepared order ready and
waiting for them. Customers also can personalize
their order within the app, swiping left or right to
add or dismiss ingredients. Taco Bell has enjoyed a
20 percent uplift in sales from its American mobile
users since launching the app.

Designed by DIGITASLBI (DIGITASLBI.COM)
Photo courtesy of TACO BELL

[CONCLUSION]
There's no doubt that the retail landscape is becoming ever more complex.
Simplifying the customer journey and
humanizing digital communications are
two successful ways that brands are cutting through the noise. Retailers must be
brave in order to discover innovative ways
to stand out from the crowd, motivate
genuine engagement and give customers
the conﬁdence to negotiate the changing
world of retail.

MARTIN REID
INNOVATION RESEARCHER
GDR CREATIVE
INTELLIGENCE

MARTIN REID IS AN INNOVATION RESEARCHER AT
GDR CREATIVE INTELLIGENCE, A LONDON-BASED
CONSULTANCY PROVIDING STRATEGIC INSPIRATION
FOR BRANDS AND RETAILERS. CONTACT HIM AT
MARTIN@GDRUK.COM.

http://NEWS.TBWA.FI http://www.DIGITASLBI.COM

design:retail - June 2015

Table of Contents for the Digital Edition of design:retail - June 2015

Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Home Turf
Online? Meet Offline
Retail Spectacle
Products
Backstory
design:retail - June 2015 - Intro
design:retail - June 2015 - CT1
design:retail - June 2015 - CT2
design:retail - June 2015 - Cover1
design:retail - June 2015 - Cover2
design:retail - June 2015 - 1
design:retail - June 2015 - 2
design:retail - June 2015 - 3
design:retail - June 2015 - 4
design:retail - June 2015 - 5
design:retail - June 2015 - Editor’s Note
design:retail - June 2015 - 7
design:retail - June 2015 - Show Talk
design:retail - June 2015 - 9
design:retail - June 2015 - On Trend
design:retail - June 2015 - 11
design:retail - June 2015 - 12
design:retail - June 2015 - 13
design:retail - June 2015 - 14
design:retail - June 2015 - 15
design:retail - June 2015 - We Love This!
design:retail - June 2015 - 17
design:retail - June 2015 - 18
design:retail - June 2015 - 19
design:retail - June 2015 - Designer Picks
design:retail - June 2015 - 21
design:retail - June 2015 - Clicks & Mortar
design:retail - June 2015 - 23
design:retail - June 2015 - 24
design:retail - June 2015 - 25
design:retail - June 2015 - Postcard
design:retail - June 2015 - 27
design:retail - June 2015 - Have You Heard?
design:retail - June 2015 - 29
design:retail - June 2015 - 30
design:retail - June 2015 - 31
design:retail - June 2015 - Mingle
design:retail - June 2015 - 33
design:retail - June 2015 - 34
design:retail - June 2015 - 35
design:retail - June 2015 - The Visual Eye
design:retail - June 2015 - 37
design:retail - June 2015 - Searching for Steve Jobs
design:retail - June 2015 - 39
design:retail - June 2015 - Home Turf
design:retail - June 2015 - 41
design:retail - June 2015 - 42
design:retail - June 2015 - 43
design:retail - June 2015 - 44
design:retail - June 2015 - 45
design:retail - June 2015 - 46
design:retail - June 2015 - 47
design:retail - June 2015 - Online? Meet Offline
design:retail - June 2015 - Retail Spectacle
design:retail - June 2015 - 50
design:retail - June 2015 - 51
design:retail - June 2015 - 52
design:retail - June 2015 - 53
design:retail - June 2015 - 54
design:retail - June 2015 - 55
design:retail - June 2015 - 56
design:retail - June 2015 - 57
design:retail - June 2015 - 58
design:retail - June 2015 - 59
design:retail - June 2015 - 60
design:retail - June 2015 - 61
design:retail - June 2015 - 62
design:retail - June 2015 - 63
design:retail - June 2015 - Products
design:retail - June 2015 - 65
design:retail - June 2015 - 66
design:retail - June 2015 - 67
design:retail - June 2015 - 68
design:retail - June 2015 - 69
design:retail - June 2015 - 70
design:retail - June 2015 - 71
design:retail - June 2015 - Backstory
design:retail - June 2015 - Cover3
design:retail - June 2015 - Cover4
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