Big W partnered with Spiff to launch a world-first gift personalisation service that’s helping draw customers into stores in time for Christmas 2019.
Nestlé, Big W and Melbourne tech startup Spiff, joined forces to execute a product personalisation campaign across approximately 100 Big W stores around Australia.
Customers could visit their local store and select a new gift pack of either Allen’s lolly tins or a large KitKat pack.
They could then go to the image and printing area within the Big W store and request a name to be printed on the product.
Professional label printers would then create a sticker overley which would be applied by a customer service assistant onto the pack.
Customers could either choose their own name or another (if it was a gift for someone else).
One of our staff (John) tried it out at his local store and this was the result (see image below).
Personalised Augmented Reality
A complementary Spiff mobile app could then be used to activate a personalised augmented reality experience – touted as a world-first (see video below).
” Spiff Personalised AR (augmented reality) has meant brands can let their customers become the star of the show. Consumers are finally really being engaged by AR”, says Spiff founder Shadi Taleb.
How it worked
Customers could walk into a local Big W, locate a special point of sale display, take a product to the printing counter and order their own customised label sticker which is applied to the packaging by staff.
Upon downloading the Spiff app, you could then hover the camera over the packaging which would in turn automatically activate the personalised AR experience.
Both products were priced at $10 each (including the personalisation) and were be available until Christmas Early sales were strong and promotions via social media quickly spread the word, encouraging more fans to purchase before the stock ran out.
Shadi explains how the collaboration came to fruition. “Big W approached us with a desire to push the boundaries of innovation with a vision to differentiate themselves within the crowded retail market. Many retailers are starting to offer personalised names on products during the busy Christmas period and gift-buying is always in high demand. Our tech platform quickly enabled Big W to deliver a world-first personalised AR campaign that takes brand engagement to the next level. Being able to offer customers the ability to view an animated AR experience that is personalised to them is a real game changer.”
