Mobile & Retail Digital Experience Strategy
At Gin Lane, I worked with Michael Kors on several digital initiatives that were designed to create a more seamless shopping experience; from digital to physical and back again.
Experience Strategy & Implementation Planning
Michael Kors initially approached Gin Lane to help the fashion brand win a bid for one of the most coveted retail spaces in Manhattan; the front door of Macy’s first floor. The ask was to create an experience strategy and technical implementation plan for a few technologies that had previously been chosen by MK’s architecture team; floor-to ceiling LED panes, 32” touchscreens, and Apple’s iPad 2.
Discovery & Strategy
Planning the Experience
In a brief period of discovery, our strategy team visited Michael Kors retail locations, interviewing customers and employees alike to uncover the brand’s values & bring them to a digital experience that would aid both customers and employees.
We made a plan for each of MK’s targeted technologies and brought them together into one cohesive plan for an immersive experience. LED panes would draw the shopper toward the store, where 32” touchscreens would invite them to explore products, and a mobile-optimized microsite would engage beyond the confines of the physical store.
ENTICE: FLOOR-TO-CEILING LED PANELS
All of the Lights
Massive floor-to-ceiling LED panels flooded the Macy’s floor with campaign imagery that helped the MK shop quadruple targeted earnings in their first few months on display.
INSPIRE: 32" TOUCH-SCREENS
The Kors Concierge application also serves styling tips for a select set of featured bags, relating outfits and smaller leather goods to each. Shoppers could swipe a look to spin the model wearing it, or tap on her back to uncover a hidden gem inside.
INSPIRE: 32" Touch-Screens
Housed in a sleek metallic mirror, a 32” touchscreen allowed shoppers to browse MK’s entire lineup of handbags available at the Macy’s Herald Square location.
ENGAGE: IPAD & MICROSITE
Taking it Home
Through the built-in iPads or their own mobile phones, users could take a customized ‘MK LIST' of favorite items home with them. A simplified code, sent via text message, enabled users to access, name, and share their lists on social media outlets.
Launch & Measurement
The experience launched in 3 stages leading up to the 2012 Holiday Season. I watched the analytics closely, reporting success metrics back to the MK team on a regular basis as we prepared to evolve & iterate on the experience.
In just 45 days, the application had been used 24,000 times, at an average of nearly 1,000 uses per day. Users spent an average of 3 minutes with the application at a time, viewing roughly 4 products per session. From it, hundreds of LISTs were created, more than half of which were accessed from mobile phones to shop later. Unfortunately, we didn't have the access to Macys' eCommerce platform that would allow us to track conversion.
V2: SIMPLIFIED & REFRESHED FOR SPRING
When we uncovered that shoppers spent the most amount of time browsing editorial looks, we focused the content for the Spring edition around stylish looks for day and night.
Mobile Ecosystem Discovery
A Bigger Challenge on a Smaller Screen
In 2013, I lead a discovery engagement to develop a strategy for a mobile application & ecocsystem that would bridge the gap between Michael Kors’ digital and in-store retail experiences.
Jet-Set Retail Bootcamp
When it comes to creating retail experiences, I always go straight to the source. Our strategy team put “boots on the ground” with Michael Kors’ top-performing retail associates in the city, including a walk through of the “Jet Set” training program. I got a crash-course in the MK approach to styling from head-to-toe; pairing “hardware” combinations and mixing patterns like a pro while learning how to build the long-term relationships with loyal customers.
Connecting the Dots
Meeting with teams from across the entire organization, it quickly became clear that there was an extensive amount of content produced across the entire infrastructure that the app could utilize. All they needed was the right unifying strategy; bringing together commerce, editorial, retail, and social initiatives.
"In the future of shopping, there is no offline."
Our strategy was to create a digital ecosystem that provided intelligent tools for customers and retail associates alike by tapping into content from across MK’s infrastructure. The goal was to create a unified shopping experience; online and off.
Creating User Narratives
I built motion prototypes in keynote to illustrate proposed features and functions of the Michael Kors app through two user stories; one that began in a physical retail store, and another that began in the app.
PERSONALIZATION & PUSH NOTIFICATION
A personalized greeting and store guide invites customers to explore new products, or try on items that they’ve already favorited online.
MERCHANDIZED: CONTEXT & CONTENT
Merchandized displays are paired with Interactive styling guides, mixing video campaign content with shoppable head-to-to-styled looks.
SAVE THE SALE
With access to inventory for nearby stores and online order completion, customers would never have to settle for a second-favorite colorway again.
SCAN & RECOMMENDATIONS
Customers and employees alike could scan a product to receive recommended products to style together, based on matching hardware, patterns, and color.