Lessons from the 2020-2021 Winners
Retailers’ Lion-winning work from around the world offers insights and inspiration for all brands.
1
Keep it local, keep it independent
Many people rediscovered their neighbourhoods during the pandemic and gladly supported local and independent retailers. Big brands should find ways to tap this trend. For instance, AmEx committed $200m to #ShopSmall advertising and offers in 2020. Meanwhile, Shopify made its first ad shoppable with items from the independent businesses it serves.
2
Introduce scalable solutions
Two initiatives from fashion retailer H&M showed how brands can help consumers to make the right choices for the planet and their pocket. H&M Looop brought upcycling in-store while ‘One Second Suit’ hired out free suits for job interviews. Consider how your brand can lead people towards environmentally and economically sensible alternatives.
3
Make content shoppable
VMLY&R Commerce’s Beth Ann Kaminkow says: “The TV programme is the new retail opportunity. People have long wanted to buy what they’re influenced by.” Amazon Prime subscribers watching ‘Tom Clancy’s Jack Ryan could shop using a hashtag on Twitter to buy items on the show, while Brazilian retailer Magazine Luiza partnered with streaming service Deezer to sell musical instruments. Assess what content appeals to your audience and leverage it, finding fun and creative ways to drive purchase.
KEEP IT LOCAL, KEEP IT INDEPENDENT
Shopify: ‘Supporting Independents’
Ottawa-based eCommerce platform Shopify increased its stock price by 400% by staying true to its brand ethos: putting independent businesses first. Everything in its shoppable ad - from the furniture to the makeup - was from small businesses. This transformed the ad itself into a commerce platform.
Takeaway: Prove your purpose. Shopify used its clout to support clients, while solidifying a customer-focused brand ethos.
2020 SHOPIFY | SUPPORTING INDEPENDENTS
R/GA | NEW YORK
INTRODUCE SCALABLE SOLUTIONS
H&M’s ‘Looop’ and ‘One/Second/Suit’
Looop, an in-store garment-to-garment recycling system, was created in partnership with the Hong Kong Research Institute of Technology and the H&M Foundation. H&M plans to roll out Looop in other markets, while the tech is available for licence for other retailers.
Design Lions Jury President Pum Lefebure, Chief Creative Officer, Design Army, commented: “We loved this piece, from the digital design experience, to the retail installation, to how transparent it was for H&M to put a mini-laboratory in a retail space.”
2021 H&M | LOOOP
AKQA | STOCKHOLM GRAND PRIX DESIGN LIONS
H&M helped young people make a powerful first impression in upcoming interviews by offering a 24-hour free suit rental. After a successful suit pilot in the UK, the project was introduced in the US in May 2021.
‘ONE/SECOND/SUIT | H&M
UNCOMMON | LONDON GOLD BRAND EXPERIENCE & ACTIVATION LIONS
MAKE IT SHOPPABLE
Merge commerce with content: ‘Shopping Inside Songs’
Retail giant Magazine Luiza’s ‘Shopping Inside Songs’ turned musical tracks on Deezer into instrument stores. This led to a 50% increase in instrument sales, showing how to fuse eCommerce and entertainment to drive instant purchases.
Takeaway: Seize shoppable moments. Finding a non-traditional online setting helped Magazine Luiza to stand out with a more interactive eCommerce experience.
2021 MAGAZINE LUIZA I SHOPPING INSIDE SONGS
OGILVY | SAO PAULO BRONZE CREATIVE ECOMMERCE LIONS