TREND.-Strategy.com reports that to make products succeed today, the trend is to invest in “what you put around the product”.
Marketers are creating products with different types of “scenography” around the product due to a number of factors:
- The dominant logic of permanent novelty and rapid obsolescence.
- The intensified dramatisation of the shopping experience.
- Permanent (re) animation fans and potential fans.
1. Revive the “old” product in a fashionable or cutting edge way
For example, Polaroid launched Fotobar, an ultra-designer high tech laboratory with printing and sharing of photos; supermarket Lotte Mart in Seoul, South Korea, grows its salads in store; and there is an actual Barbie tea shop in Taipei.
2. Dress the product for a category of fans
For example, a digital video projector is retailing as the ‘Star Wars Android Projector’ in the body of robot R2D2; Cheeseburger Red is a special red wine to enjoy with a cheeseburger; Good Eggs is a platform around San Francisco which connects small producers of fresh foods with the geeks of Silicon Valley.
3. Linking the product to a related use
Wallhub is a plastic plate with space for keys and mail which is linked to a light switch plate, differentiating the product from hundreds of other light switch plates; at American Apparel, fashion clothing for dogs coexists with those of women’s fashion in an opportunity to expand its sales territory.
4. Unlimited use or distribution of a product
Bump is an app that lets you jump instantly from a PC screen to the screen of a smartphone to continue your work; Lego box vending machines at stations in Munich are part of a trend of installing vending machines dispensing luxury goods such as cosmetics, perfumes, ornaments, glasses and pharmaceuticals in an environment they are not usually found in.
5. Create a fan club before product launch
‘Collaborative commerce’ for all is one of the surprising outcomes of the current sociology of the social landscape. Crowdsourcing is now being used by major brands to fund various projects or lead innovation, and initiate direct shareholding of various projects. Examples: Kickstarter, Quirky, Rozoo, Auchan.
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