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Ida Rezvani from Mcgarrybowen: Brands aim at entertainment to lure consumers
22 de mayo de 2015
Ida Rezvani, directora gerente de Mcgarrybowen de Nueva York
Companies are moving beyond la transaction and are using entertainment to lure consumers and strengthen ROI, according to Ida Rezvani, Managing Director at Mcgarrybowen in New York. She says that retailers have been fighting in the post recession economy, but the most brilliant brands in the sector are doing something different. “They are moving beyond putting the aim on transaction and are using entertainment to get consumers to spend the money they earn with such hard work. In exchange, many of these brands are benefiting with a strengthening of sales increase, higher stock prices and increase of consumer’s commitment. Selfridges, for example is one of the brands that has worked in that area and has plans to make their sales grow by integrating entertainment in their DNA. In 2013, the chain collaborated with Nike to create an interactive window that synchronized with the kinetic movements of passersby to highlight the product’s flexibility and at the same time entertain and attract traffic in the store.This year, the company announced the launching of another “social commerce experience”, but details have not yet been revealed.
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