Tag Archives: communication

Innovative communication or design innovation: eyewear

Italy is famous for its eyewear giants, Luxottica first. If you have ever visited an eyewear retail store in Italy, you would have noticed that more or less they all look the same: neon lights, mirrors, traditional displays, sales people wearing a white coat.
Today we would like to show you two very different approach to this kind of point of sale: Salmoiraghi & Viganò at Piazza San Babila, Milan and Kirk Originals in London.

The first looks like a “traditional Italian” eyewear store, we might say the “deluxe” version of it but from the design point of view, nothing extremely different from the typical layout, displays included. What is “unusual” in this point of sales is the concept and the services offered: a very fast service for those who need new spectacles, culture, events and corners managed by several fashion brands.

Kirk Originals flagship store, on the opposite, looks very unusual, and the only one eyewear wall with 187 “heads” for frames, and practically no furnishings ensure that customers will focus on the eyewear, not the trappings. Eye examinations and fitting take place in the basement, away from the main display space.

Two different, opposite concepts for the same product. Which one do you think will sell most? (Photo: courtesy of Salmoiraghi&Viganò, Luca Oliverio and TheCoolHunter).

Two social media tools for retailers: local buzzing with enterprise control.

We often talk about social media, buzz marketing and online reputation. Big corporations can find it quite difficult to control and “direct” all the related online communication, especially when this is done at local level – agents, retailers, franchises. But now there are platforms that can help corporations achieve great results with just a couple of clicks.

Yesterday I stumbled upon an interesting Tweet by Mashable, regarding a new startup, Hearsay, whose product – Hearsay Social- is a social media management platform, that gives companies with a national presence and local agents or franchises the ability to manage all of their social media in one place. Hearsay calls organizations that fit this mold “corporate/local.” Hersay Social is a web-based software that a corporation and its local branches can use to coordinate their social media efforts. The dashboard gives local agents or franchises the ability to manage their own local Twitter, Facebook and LinkedIn accounts. It also also gives corporations the ability to monitor local engagement. Not only can they access detailed analytics for all of their agents, they can also catch when they step out of line. Hearsay clients list includes State Farms whose case study is availaible online.  Here’s an interesting video about the product features.

Another software that can help companies achieve the same result: Expion. Expion provides Social Media Management Software that enables large Enterprises to publish and aggregate social media conversations that can scale to hundreds of local based Facebook pages, Twitter accounts, and YouTube channels, etc. This software allows maximum employee social reach within a company’s defined social guardrails, allows for employees across all your locations or departments to deliver coordinated and consistent brand appropriate messaging. At the same time Expion’s unified database aggregates and tracks all employee and customer social interactions. This centralized intelligence will profile customers, identify advocates and critics, track behaviors and create best employee practices, while measuring effectiveness of messaging for continued optimization. Expion is already used by Coldwell Banker Advantage, Applebees’s Restaurants and Mark’s among the many