Marketing Trendz Volume 23 Spring 2018 Edition | Page 20

webmasters
www.bayshoreshoppingcentre.com/en/
www.katespade.com
BAYSHORE PUTS
THE ‘HOME’ IN
HOMEPAGE KATE SPADE: THE
TOUCHSCREEN
TAKEOVER
Leaving the in-your-face promotion, campaign taglines, and social
media play for the second half of its website opening, Bayshore
Shopping Centre (Ottawa, Canada) presents familiar, family-
centered scenes. Putting the ‘home’ in homepage, the center
brings the season to life with rotating video clips.
Located at the top of the page, the clips show a couple on a stroll,
a young woman taking her dog for a walk, and a mom/daughter
team getting ready for a spring wedding. Set in the countryside
and inside a cozy home, the implied stories are simple and the
smiles are real.
Outside of the glitz and glam of the standard photo shoot,
by bringing back the basics, the group of models (turned into
characters) is relatable in more than one way. As an added bonus,
visitors can click on a link in the top right corner to experience the
website in two languages: English and French.
Another dynamic element on the Bayshore Shopping Centre
website is a tab that visitors can click on to access the Guest
Services department and chat online with a representative to get
help with everything from locating a retail store to attending one
of the center's upcoming special events. With the launch of Kate Spade’s touchscreen smartwatch, the luxury
brand’s website was recently in full force. From top to bottom, its
homepage was all watch all the time. With the help of engaging
videos and visuals, the brand new collection was front-and-center
for all to see and wear. As an introduction to the smartwatch, visitors
could press play on a visual link to open YouTube, watch the one-
minute promo video, and learn about the product. Fun, funky, and
feeling unscripted, the video was shot in black and white (with the
exception of the smartwatch) and featured a trio of diverse women
from the entertainment industry.
With the launch now having given way to spring, everything
customers might still want to know can be found in the Smartwatches
101 guide, under the Accessories tab. Scroll down and a number
of selling points are revealed for each of two featured models:
Touchscreen (for the rocket scientist, the brand claims) and Hybrid
(or the genius). These include the ability to pick a smartwatch
face option (an early favorite: the winking leading lady), a brand
exclusive pop of color (to pull together the outfit of the day) and the
ins and outs of all the extras (calling, scheduling, playing music, app
alerts, and step counting). These latest star products lead to a full
made-for-browsing roster of Kate Spade analog watches with Quick
Shop links.
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