Tag Archives: IBM

Start Today: UK brands join forces supporting sustainability

At the beginning of November, each UK based brand participating to the Start Today sustainability initiative has begun rolling out marketing campaigns, carrying the Start Today branding, urging consumers to take ‘one simple step’ toward being more environmentally friendly.

Start Today, which was conceived by integrated agency Meteorite, is led by Start, an initiative to encourage sustainable living, overseen by HRH the Prince of Wales, Business in the Community and The Marketing Society.

Insurer More Th>n, which has signed up to the project, is running activity focusing on ‘greener gardening’.

Through a partnership with broadcaster Classic FM, it is using Blue Peter gardener Chris Collins in a direct, social-media and digital campaign based on offering consumers tips that can make gardening more sustainable.

‘We wanted to do something that was simple and tangible,’ said Pete Markey, chief marketing officer at RSA, which owns More Th>n. He insisted that there was a ‘clear relevance’ to the drive because the insurer has policies covering garden and house plants.

‘This is a real chance to make a statement about how progressive and forward-thinking we are,’ added Markey.

Meanwhile, DIY retailer B&Q is running an in-store and digital promotion aimed at encouraging consumers to switch off household electrical items, and to buy products that can help reduce utility use.

Ian Cheshire, chief executive of B&Q-owner Kingfisher, said: ‘The days of paying a massive premium for sustainability are probably gone. Consumers are interested in helping to save the planet but (want to) save money as well.’

When the plan for the day of action – originally dubbed One Day, 1/11/11 – was revealed earlier this year, the stated aim was for every piece of marketing communications running on 1 November in the UK to include a green message. However, just 10 companies signed up to the scheme.

Cheshire defended the take-up, stating: ‘It’s a great selection of brands. This is only year one; it came around a bit too quickly for many brands to build it into their marketing plans.’

START TODAY CAMPAIGN THEMES

via Major brands join forces in Start Today sustainability initiative – Brand Republic News.

Biometrics and retail marketing: the future is now

Biometrics, methods for uniquely recognizing humans based upon one or more intrinsic physical or behavioural traits, is very important when evaluating the efficacy of a retail store design or display and assessing counter actions to make the retail environment more customer friendly. According to NY Times, IBM is currently testing a revolutionary biometrics method in two location in downtown Milan – a fashion company flagship’s store and an electronic store. Biometrics the future of retail marketing
The I.B.M. solution, involves tracking biometrics through a mini camera in a mannequin’s eye or placed somewhere in a store and the collected data will be aggregated so that not to be traced to any individual.

“We started with fashion because it is a creative and innovative industry, but it’s clear that people have to be educated so they know their privacy will not be compromised,” said Enrico Bozzi, the manager of I.B.M. Forum Milano, the department that developed the technology. “It is a question of changing people’s perception.”

 The IBM biometric test is already showing its first results. At the pilot in the Milan fashion store, for example, the client noticed that almost all Asian customers enter the store through one particular door, even though five are available. “We thought it was a mistake, but we checked it out and it was right and it continues to happen,” Mr. Bozzi said. “We don’t know why yet but, in the meantime, the store is considering positioning products by that door that are known to appeal particularly to Asian shoppers.”

I.B.M.is now also working on software that will let clients try on jewelry and makeup wirelessly thanks to a mobile phone or computer, with an iPad application likely to debut soon.