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MEDIA & MARKETING | Staff Reporter, Hong Kong
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ASSA ABLOY activates augmented smart shop, unlocks retail category award

The access solutions provider engaged shoppers with an activation campaign using AR.

ASSA ABLOY Opening Solutions Singapore won in the retail category at the recently ended HKB International Business Awards, which recognises international firms that have significantly contributed to Hong Kong’s economy. The access solutions provider was nominated for an engaging store activation campaign that tapped into the tech-savvy trends of shoppers, creating an interactive experience with augmented reality.

In December 2018, the Singapore team established its first Yale Smart Shop to build a direct connection with shoppers. Recognising the need for a new way to promote awareness of the shop, the APAC branding and marketing team conceptualised and launched a targeted campaign in late March this year. Entitled #takeiteasy with Yale, the campaign was designed to convey the message that Yale’s smart home products offer shoppers convenience and peace of mind.

“Merely displaying the smart home products would not be enough to attract shoppers,” said Michael Lim, branding and marketing director of ASSA ABLOY Opening Solutions Asia Pacific. “The challenges were how we could create better engagement, interactions and a ‘smart’ environment for the shoppers to experience the shop.”

Four AR-applied zones in the shop enriched the interactive experience by presenting computer-generated perceptual information and games. The first three zones provided a diverse range of offerings, including smart door locks, smart IP cameras, and digital lock safes, whilst the fourth zone featured a “Doors of Fortune” lucky draw.

Beginning at the entrance, shoppers were invited to register by scanning a QR code on their smartphone devices. Shoppers were encouraged to explore, personally experience and touch the smart Yale products using different QR codes in the different zones. Through these interactions, the participants gained first-hand experience and an understanding of the benefits of how Yale can “smartly” protect their homes and provide them with a worry-free environment.

Throughout the three-day campaign, the store activation was complemented by an integrated campaign on Facebook with the strategic posting of photos and video updates to drive further awareness on the online social media platform. Shoppers shared feedback on through Likes, comments and location check-ins.

This amplifying effect meant the campaign successfully reached more than 70,000 people and created nearly 90,000 *impressions on the social media platform within five days. Word of mouth has also proven effective, with some shoppers returning with friends and relatives who were eager to make purchases. The number of smart products sold surged 132% when compared with February’s figures, and sales were up 98% in March.

Yale Smart Shop Singapore is the first direct-to-consumer experience store in Asia where after the in-store experience, purchases are then directed to the online eCommerce platform www.yalesmart.com. There are currently eight such stores across Taiwan, Singapore, Thailand, China and India, and more stores are being planned for rollout for 2019 and beyond.

This direct-to-consumer business model is an initiative from the Asia Pacific regional team, including the retail store design concept, the eCommerce platform and retail experience.

The HKB International Business Awards, presented by Hong Kong Business, was held on 27 August 2019 at Island Shangri-La, Hong Kong.

This year’s nominees were judged by a panel consisting of Charbon Lo, Director at Crowe (HK) CPA Limited; Anthony Tam, Executive Director in Tax Services at Mazars Hong Kong; Andy Wong, IPO Leader at SHINEWING (HK) CPA Limited; Edward Au, Co-Leader of the National Public Offering Group & Partner, Audit & Assurance at Deloitte; Eugene Liu, Managing Partner at RSM Hong Kong.

If you would like to join the 2020 awards and be hailed as one of the most outstanding international companies in Hong Kong, please email eleonor@charltonmediamail.com

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