Catwalk to Cart
Myer
Issue 43 | June 2017
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman: James McGrath Chief Creative Officer: Ant Keogh Executive Creative Director, Digital: Chris James Executive Creative Director, Myer: Helen James Creative Director, Myer: Tania DeMasi
Production Team
Operations Director, Myer: Sharon Adams Senior Producer: Scott Chapman Head of Digital Production: Christian Russell Digital Producer: Maryne Muroni Senior Designer: Adam Hengstberger Design: Kirsty Briggs Design: Gemma Wilson Lead Developer: Luke Deylen Front-end Developer: Todd Armstrong Tester: Sonali Bhattacharya
Other Credits
Managing Director, Myer: Simon Lamplough Director of Digital: Ben Kidney Director of Retail: Pippa O’Regan Account Director: Tina Fouyaxis Media: Ikon and oOh!Media
Date
March 2017
Background
Australian retailer, Myer, hosts a number of catwalk shows every year. These shows are positional and help establish Myer in customer’s minds as being on-trend thoughtleaders in fashion but are expensive undertakings with no direct sales impact.
While many brands had tried to commercialise their fashion runway shows, the user experience was often clunky with the e-commerce aspect left lacking. This year, Myer and Clemenger BBDO sought to develop an innovative way to deliver a direct sales outcome from its shows.
Idea
Clemenger BBDO and Myer developed ‘Catwalk to Cart,’ a world-first mobile experience that allowed fashion show attendees to shop live from the catwalk for the first time. As models walked the runway, their image and outfit was displayed on attendees’ mobile phones. Attendees could explore outfits they liked and use an intuitive tinder-style interface to save items to a personal wishlist. At the end of the show they edited their wishlist, emailed it to themselves or transferred it direct to a Myer.com shopping cart to purchase.
After the show, ‘Catwalk to Cart’ was re-purposed to repeat the experience for hundreds of thousands of other people. Videos of the event were edited in a 3 minute highlights sequence. These videos were then displayed in Myer Melbourne’s windows and outdoor sites around Melbourne’s fashion district for a two-week period. Passers-by were encouraged to log onto a mobile URL, identify which screen they were viewing and could then enjoy the same experience attendees of the show did.
Models displayed on mobiles changed in sync with modelson the screens and each outfit could be explored, saved to a wishlist and purchased direct from Myer.com
Results
‘The Catwalk to Cart’ experience delivered a 40% sales uplift on the previous year’s show. The combined effect of direct online sales on the night plus increased interest in trying and buying items from the show delivered this sales uplift.
Attendees at the show who used the ‘Catwalk to Cart’ experience loved it. The average engagement with the live-show interface was 14 minutes (the show lasted 20 minutes) and attendees swiped right on over 6,400 individual products on the night.
When combining the show, the windows and the large format outdoor, 15,057 indivudal products were pushed direct to a Myer.com shopping cart and an additional 7,340 were saved to wishlists and emailed. Given the value of items at the show ranged between $24.95 and $1,800, ‘Catwalk to Cart’ delivered a significant sales opportunity for Myer that would previously never have existed.
The launch of ‘Catwalk to Cart’ has provided a new blueprint for Myer and other fashion brands to properly commercialise the investments made in catwalk shows. It adds a new participatory element to what has previously been a passive experience and represents a repeatable mechanic that Myer will be re-purposing and building upon for its next big show.