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.