Germany’s Montblanc has unveiled a newly developed global retail concept that emphasizes the importance of a multi-sensory in-store experience.
Montblanc partnered with Mood Media to enhance its in-store customer experience through the integration of interactive mobile marketing, visual, auditory and sensory solutions. As consumer behavior and in-store expectations have evolved, brands have found it necessary to respond accordingly for fear of being seen as outdated and irrelevant in the modern marketplace.
“Consistency of brand and customer experience is critically important from store to store, even across distant borders,” said Scott Moore, global senior vice president of Mood Media. “A cohesive strategy helps retailers create emotional, long-lasting connections with their customers.
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“Today’s consumers, in particular for luxury retailers, don’t just want to buy a brand, they want to connect with it and experience it, and they expect a seamless experience between online and offline throughout the globe,” he said. The collaboration between Montblanc and Mood Media has seen the transformation of the brand’s boutiques across five continents, underscoring the importance of a consistent global retail strategy.
Sound designers at Mood Media created a “bespoke soundscape” for Montblanc, basing the musical selection off the brand’s values of luxury and modernity. The music program was designed to appeal to the tastes of Montblanc’s four key consumer profiles. The brand’s retail environment has also been enhanced by various types of video solutions, curated by Montblanc and Mood Media, to create a multi-sensory experience.
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Doing so enables consumers to become immersed in the world of Montblanc as they shop the brand’s product range that includes writing instruments, watches, leather goods, jewelry and fragrances. Montblanc’s visual solution includes digital signage to enhance the interactive experience. The digital signage will display products and highlight Montblanc’s narrative.
Visual components include two 75-inch synchronized display screens, a touch screen synced to Montblanc’s iOS mobile application and another screen that offers insights into the brand’s expertise and heritage as a watchmaker.
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