Nancy Ganz simplifies Shapewear shopping with in-store interactive technology via LOUD + CoMa

Intimates brand Nancy Ganz has launched its innovative new Shop in Shop concepts in Myer this month via CoMa. Supporting the Spring 2015 ‘It Starts with Nancy’ campaign via LOUD, it’s all about simplifying Shopping for Shapewear.

At the centre of the campaign is the message of supporting each solution area carrying positive messages that emphasizes a woman’s beauty turning the shopping experience from overwhelming to empowering. Consumer research revealed that navigating a sea of nude and black Shapewear can be difficult and daunting for consumers, not to mention choosing the right style and size for her body shape. Customers were sometimes reluctant to discuss with in store sales staff, so the brand needed to find a way they could communication the benefits in an intimate way.

Says Janine Anggara, category manager: “We really wanted to change how women felt when shopping and make it a much easier and positive experience. We started with the solutions, Nancy is about providing solutions, so we organised our range around the area’s most women want to target, tummy, love handles, thighs and all over, all products were designed for one of these solution area’s”

Nancy Ganz has launched a simple colour code way finding system across the in-store concepts and packaging that will ensure customers can search by the area they are focussed on improving. The products have been organised around their key purpose.

With 79% of consumers getting information from their smartphones, 43% comparing prices online and Nancy Ganz having smart phone traffic of close to 45% on their own sites, they knew mobile was an important vehicle to help attract, engage, educate and convert consumers in a positive way.

Says Dianne Taylor, general manager marketing PVHBA: “Our partners from creative agency LOUD to our store architects and technology partners all worked together to create an exciting consumer path to purchase journey that we believe in category changing in terms of Shapewear retail globally. Using augmented Reality tool Blippar we have introduced a new virtual stylist that will guide women on the right Shapewear for them, unlocking key tips and will drive from our print media placements through to the POS in-store and website, with Shapewear it was important it was an intimate interactivity.”

Says Victoria Jubb, genera manager of Shapewear: “A new SIS concept will roll out in Myer Sydney City, Bondi Junction, Adelaide, Highpoint and Perth this November. We are excited to be partnering with them on such an exciting new retail concept.”

Designed by CoMa, the new in-store design focused on modernising and redesigning the traditional back wall for a bolder approach utilising HP’s LED screen for content, stop frame video footage and information on the Nancy Ganz virtual stylist in order to engage consumers as they pass by. The user experience is completed by a series of navigational towers, either standalone, static or tablet walls, dependent on location.

Says Mariela Sverdloff, designer director at CoMa: “For the team at CoMa, it was an amazing opportunity to be able to design a new concept for Nancy Ganz. Keeping in mind that buying Shapewear can be an intimidating experience, our concept was based on making the customer feel comfortable, ‘at home and at ease’ when buying the product, using pastel hues with very feminine rose gold touches and rounded softer edges. We really embraced that idea within our design, colour categories and Blippar were incorporated from the beginning as an intrinsic part of the concept, not an afterthought.”