Mentally Friendly launches digital campaign for Coles

Digital agency Mentally Friendly has launched a campaign for Coles online clothing brand Mix Apparel.

The announcement:

As more shoppers begin to buy on-line, retailers are under pressure to create a more interactive and streamlined shopping experience. Mix Apparel, the Coles fashion range, is venturing into this realm with the Mix ‘Colourscope’, an online shopping program designed to enrich the online experience.

The latest innovation creates the perfect ensemble, except instead of being based on your birth, it’s based on your physical appearance and personality.

It acts as a shopping assistant of sorts, capturing insights about you and making a recommendation based on those insights. The program has been developed, designed and implemented by Sydney based digital communications agency, Mentally Friendly.

As well as creating the platform, Mentally Friendly engaged a stylist to colour match the Mix Apparel range to certain profiles as dictated by the quiz.

The Coles Mix Colour Scope is purely an online endeavour and will appear on the Coles Mix website. It has partially been created in order to promote the expansion of their colour range and the ever expanding stock available online.

“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.

“So along with the team at Mentally Friendly we’ve developed Colourscope, an easy quiz to discover what colour palette might best suit your personal colouring and style, as well as some recommendations from our latest collection.”

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.”

Ongoing, useful content will be given to people who take the Colourscope Quiz, such as ‘How-To-Wear’ the colours, tips to style their wardrobe by and Mix Apparel clothing that will suit their personal Colourscope.

The Colourscope Quiz can be taken at mixapparel.com.au. Participants in the quiz will also go in the draw to win daily Mix Apparel gift vouchers.




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