Have you been snapped shopping up a storm at an Australian shopping centre or a retail store recently? Maybe you’ve seen the ‘Retail Selfies’ (photos people have taken of themselves) pop up in your Facebook newsfeed and wondered how your friends or other customers managed to get their photo taken and uploaded to the businesses Facebook page almost instantly? I’ve been lucky enough in recent months to talk to the Australian company behind this new technology and I’d like to share the possibilities for shopping centres and retail stores alike in this blog post. The company is called Five Faces and their product that we’ll be taking a look at is called the OmniMirror.
Essentially the OmniMirror can be likened to a large iPhone. It’s placed in store and customers can walk up and take photos of themselves shopping (with friends) or trying on clothes. When they are happy with the image, they have the opportunity to share these photos to their personal Facebook Profile or the Shopping Centre’s/Stores Facebook page. The possibilities don’t stop there though, businesses can use the technology to enhance the customer’s experience with reward programs, competitions and giveaways.
If you have become a fan of a participating Facebook page this is the type of status update you might see in your newsfeed (minus the faces I have used to protect the users anonymity):
When you click on the photos it looks similar to this and the customer can ‘tag’ themselves in the photos, download them or share them with their friends through their personal profile:
The immediate benefits of the OmniMirror:
Here’s a few ways that you could use the OmniMirror in store or at your shopping centre in the mall area.
You can use the OmniMirror as part of your in store loyalty program and encourage customers to scan their loyalty card each time they visit. The information collected via their shopping history can be used to provide updates to the customer about special offers which they might be interested in while they are visiting your store. Alternatively you might choose to reward your customers based on the number of times they visit. For example in a shopping centre a Kids Club member might receive a free soft toy on their fifth visit to the Centre.
The OmniMirror can be used by customers to search for an item they’ve just tried on but can’t locate in the required size. Customers can scan the barcode which will direct them to the online store and availability. The customer can purchase the product then and there, reducing lost sales.
When customers take a photo in store on the OmniMirror and they select their share functions the business can direct the customer to ‘like’ their Facebook page therefore increasing your fan count with people who genuinely shop in your store. These people are more likely to be interested in your content and interact with you on your Facebook page.
If you are a shopping centre you might choose to regularly change the position of the OmniMirror to drive traffic to various areas of the Centre to encourage visitation. You might choose to do this based on key retail periods or retail category campaigns (e.g. Fashion Campaigns, Food Campaigns, Homewares Campaigns). You could easily update the photo frame to tie in with the key retail period or the current promotion to further drive traffic from Facebook in Centre. E.g. If you are holding Fashion Parades, move the OmniMirror at the Fashion end of the Centre and set up a display accordingly. Ensure that the photo frame which is sent out into the Facebook Newsfeed advertises Summer Fashion or the Fashion Parade Times.
In addition to driving traffic in store or in centre you could also drive traffic to your Facebook page with ‘Voting Competitions.’ You might run a competition for the ‘Best Christmas Party Outfit’ or the ‘Best Spring Racing Hat’ where customers have their photo taken wearing their purchases and the photo is shared to Facebook. After they have shared their photo the OmniMirror prompts the customer to share their photo to Facebook and ask their Facebook friends to vote for them in the competition. This would of course need to be facilitated through a third party Facebook application to ensure that you are working within Facebook’s page guidelines.
Next time you have a celebrity appearance in store or at your shopping centre imagine being able to use the OmniMirror to share customer photos to Facebook and drive publicity virally. Depending on the popularity of the special guest appearance you might encourage people to have their photos taken with merchandise or the celebrity themselves. If you had a prize to give away like tickets or DVDs you could use this in a competition (after the photo has been shared) to build a list via a third party application or another program outside of Facebook.
For a better understanding of the host of capabilities take a look at this clip which shows you how the OmniMirror works:
Having trouble viewing this clip, click here.
Now it’s over to you: Did you enjoy hearing about the OmniMirror? How would you use the OmniMirror in your retail store or your shopping centre? Perhaps you work for a night club, restaurant, leagues club or other entertainment venue and believe it would be perfect for these social situations too? If you’d like to find out more about the OmniMirror please contact Richard Matyear at Five Faces.
Author: Celina Johnson
• Customised social media set up
• Daily Monitoring of your social media
• Marketing Plans and Strategies
• Experienced in Shopping Centres
• Experienced in Retail
• Experienced in Small Business
• Media trained
• Experienced in stakeholder liaison