Interactive Experience For Holiday Shoppers


This time of year, retailers need to get more creative to not only sell their merchandise, but more importantly, get consumers into their establishments.

Currently, Calvin Klein has teamed up with Shazam application, which allows consumers to experience and share music with others across mobile devices and the Internet. They have integrated the discovery option into the Calvin Klein’s holiday campaign.

Focusing on their Holiday campaign, Calvin Klein Jeans and Calvin Klein Underwear stores will feature a unique sound installation in stores across the globe.

By incorporating Shazam into their Holiday in-store marketing strategy, Calvin Klein has truly focused on the interactive component. Consumers can use Shazam to tag the interactive displays within Calvin Klein stores to receive exclusive content such as in-store promotions, a complimentary download of the display song and Calvin Klein holiday wallpaper.

The company is engaging with their current clientele as well as existing Shazam app users, and this strategy is meant to educate and acquire new potential users. Both companies have focused on promotion for this initiative through direct outreach to current and potential users.

Calvin Klein and Shazam are also utilizing their social presence on Facebook and Twitter to encourage users to partake in the campaign.

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

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