IKEA believes that its stores are not the only space where the brand’s houseware goods can be showcased and often takes them to city streets, opera or underground to demonstrate that IKEA goods perfectly fit any settings and can create proper atmosphere anywhere. Now, the international furniture retailer has come to a metro station in Paris again to promote its items with a new twist: the brand is not just exposing sofas and bookcases—it got five Parisians to spend almost a week in a small apartment fully furnished with IKEA pieces. The new live installation, which is developed by the UBI BENE agency, is currently on display in the Auber metro station.
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Starbucks has finally introduced My Starbucks Rewards in the UK and Ireland after launching it in the USA and Canada. Now, British consumers can get rewards by spending money loaded on their registered Starbucks cards, no matter what and when they buy in the chain’s stores. The new service kicked off yesterday, January 5, providing more Starbucks coffee drinkers with an opportunity to receive benefits by collecting stars with purchases they make using their Starbucks Cards.
Today, shoppers want sellers to be extremely inventive offering them the new products and services, and sellers really have a lot of resources to satisfy this quench for sophisticated approaches. Now, when digital is on the rise, brands often choose virtual space to get engaged with their consumers through various hubs and applications, primarily Facebook, iPhone or iPad ones. Zappos also followed the trend—the online show and apparel retailer, has released an iPad app entitled ‘Zappos Now’ (or ZN for short), in which an online store got merged with a digital fashion magazine.
Starbucks, which this year turned 40, marked the anniversary by updating both its logo (remember, the siren has been living without a circle around her for almost a year) and revamping the packaging. In October, the coffee giant optimized its range by dividing it into categories by roast to help consumers choose the right one—Blonde, Medium or Dark—quickly.
LIDA, the direct and digital marketing specialist, has re-launched the flagship IKEA FAMILY loyalty welcome programme in the UK and Ireland, following its appointment in September 2010. The new welcome programme uses segmentated communications for the first time, to increase customer loyalty and improve the overall customer journey.
Lewis Moberly has created the brand positioning, name and identity for the new gourmet food hall Experiencia Gourmet in Mexico’s leading department store, El Puerto de Liverpool. Lewis Moberly won the project in January following a global review of identity consultancies by the Mexican retailer. UK based JHP have developed the stores retail space in collaboration.