Retailers are having to work harder in terms of customer service, quality of product and audience engagement, to capture the imagination of the audience that they rely on to survive. Luxury products can’t just sit back and rely on their items, the customer needs to enjoy a unique experience to warrant the expenditure and budget items can’t just be about the price point, the market is saturated and people expect a certain level of design for their dosh.
It isn’t easy to find the next ‘new’ thing on the block for fashion where it comes to retail, but the campaign by relatively unknown shoe brand Miista has taken an existing model – tweet and the price will drop and given it a little tweak.
They are offering a bigger discount dependent on your Klout rating, (we’ll save the debate on the merits of Klout for another time) a clever way to encourage those with the highest influence online to get involved with spreading the word throughout their networks for the cost of a few pairs of shoes. The success of the campaign must have come as a shock to the technical department as the numbers to Miista crashed the site!
Will this approach work for Miista in the long run? Well, only time will tell, but if you’re looking to create noise about your brand, a hardworking, persistent press office combined with an engaging digital campaign is a good place to start.