Shop Elsewhere is a smartphone app that asks independent retailers to collaborate in a bid to compete against big brands. Launched in Hong Kong, the app also aims to help shoppers find “hidden gems” in the city.
After downloading Shop Elsewhere and finding a designer they like, users are then directed to the store via Google Maps. Products within the store are labelled with QR codes. When scanned, shoppers gain access to a webpage featuring complementary recommended items from fellow designers.
Users can then choose a product they like to be directed to that designer’s store. In this way, the app helps shoppers put together entire outfits including accessories from across a number of retailers.
Shop Elsewhere currently has five participating designers, but hopes to expand both within Hong Kong and other regions throughout Asia. It costs nothing for retailers to get involved – they simply need to attach the coded tags to their products for customers to scan. Each participant can choose who they collaborate with as long as they recommend at least one other brand.
The app was developed in reaction to skyrocketing rents in Hong Kong making it difficult for independents to compete with larger retailers. This platform tackles that issue by forming a mutual support network between the small boutiques to raise awareness of their designs and drive traffic to physical stores.
Consumer insight:
Shop Elsewhere helps consumers discover new brands while supporting local businesses. Providing suggestions that help consumers put together whole looks also offers a fun, serendipitous and free digital alternative to a personal stylist.
Brand take-away:
The app is a good example of how retailers can work together for mutual benefit. It could also serve to combat “showrooming” by directing how consumers use their devices in-store.
Brought to you by Fitch. FITCH is a global brand and retail design consultancy Bold Thinking, Seamless Experiences
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