We've now been through Stockholm, Chicago and San Francisco. I'm currently in London and have spent the last two days in seminars and visits to retailers - from markets, to shopping centres (Westfield London) and high street.Digital is a key theme that's repeating itself across all these places.
To be precise, I'm noticing that brands are leveraging social media media tags (think Twitter, Facebook, You Tube) increasingly on print touchpoints. Lots of QR codes also popping up everywhere (pictures above taken at Chicago airport) from instore and out. A good degree of digital signage - but I think the shift here will definitely become further towards interaction (think tablets and digital surfaces). I'm terming this "digital layering" - pulling shoppers through to content via digital touchpoints that help them navigate & experience virtual and physical brand spaces.
Evolution Bureau in SanFrancisco ran a fantastic campaign for Juicy Fruit ("Sweeten the Day") which used snaptags inside packaging to take fans through to digital content. Daniel Stein their CEO spoke about "tying fans to retail locations" via digital - loved this thought. Definitely one to keep in mind as we move forward.
Will update more soon...
