Coles' Mix Colourscope program sells to consumers' true colours

Coles' Mix Colourscope program sells to consumers' true colours
SHARE
THIS



To compete in the ever-expanding universe of online shopping, Coles is selling to personalities rather than age groups.

The congromerate has launched the interactive program Mix Colourscope for its Mix Apparel clothing range, with the program appearing on the Coles Mix website. The quiz asks consumers about their eye and hair colour, celebrity preferences and pet hates to profile their personality and recommends products accordingly. Follow-up marketing will send consumers How-to-Wear tips on colour and style.

The program was developed by Mentally Friendly in hand with a stylist to match the Mix Apparel range to personalities.

Nick Gower founder and creative head of Mentally Friendly says this type of consumer engagement model can boost the performance of an online marketplace without the need for lowering stock prices.

“Retailers have either got to engage consumers with an experience or heavily discount on price to compete in the online space,” Gower explained. “This campaign is built around an engagement model, giving the consumer a unique experience that can deliver a sale without compromising on price.”

“A lot of our customers tell us they’d love some help in the styling department,” said Jessica Richmond, the Coles marketing manager for non-food.

“So along with the team at Mentally Friendly we’ve developed Colourscope, an easy quiz to discover what colour palette might best suit your personal colouring and style, as well as some recommendations from our latest collection.”

Please login with linkedin to comment

Latest News

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?