Henry Holland. Photograph: Frank Baron/Guardian
How are you using new technologies to improve customer experience and drive sales in-store and online?
We're using social media platforms like Twitter, Instagram and Facebook to build a direct relationship with our consumers and bring to life the House of Holland experience. We monitor where our customers are coming from, how they shop, what they are buying and when they make purchases – from this we can see that a large proportion come from these channels. One key move for us was to integrate our online store within our Facebook profile, allowing customers to shop directly through Facebook as well as the main website.
Can you tell us a bit more about the augmented reality app with Aurasma and InStyle from last year?
We worked with Aurasma to create an augmented reality magazine cover – this was a first for the industry and as far as I know, one of the first augmented reality magazine covers in the world. This season we are looking forward to the SS13 pre-collection for which we are developing similar technology using motifs used within the clothing, allowing us to animate and bring to life T-shirt graphics and placement prints.
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