The Kate Spade Saturday girl spends her life online, so she wants the bricks and mortar experience to be as easy and seamless as her online experience.
The above from Kyle Andrew, Kate Spade's SVP and SATURDAY brand director is a powerful statement regarding the prevalence of online shopping and the powerful brand experiences that can be created. Bricks-and-motar stores need to strive to recreate the ease of this relatively new consumer behaviour, buying product online. At the same time, e.commerce heavy-weights are looking to deliver same-day to mimic the instantaneous satisfaction of buying something in-store.
SATURDAY partnered with Control Group to do something simple - which will help enhance the in-store digital experience. It's replacing paper signage, traditionally designed, printed and shipped multiple times within a month, with iPads. In addition to price and product info, customers can also wade through design inspiration videos, styling notes etc - increasing customer dwell time in store. And the cost will be recouped within two months.
The future opportunity for these same devices, beyond the initial roll-out in the Tokyo store this month, are immediate order processing and instantaneous loyalty rewards programming. For Kate Spade, it means quick, seamless global communication between corporate offices and store, in addition to supply chain information and employee training. A small change, but one that benefits both the consumer and retailer, seamlessly.