Premium-level shopping mall Sherway Gardens is giving time-deprived consumers the opportunity to shop from the comfort of their own homes through an online personal shopping tool at SherwayPersonalShopping.ca.
Developed by the advertising agency Extreme Group, the service asks visitors to fill out an request form that puts the shopper into one of four “shopping levels:” style basics, in-home consultation, special event wardrobe and gift purchasing.
The style basics option includes an in-mall style analysis complete with apparel recommendations, store suggestions and a personal style profile. The in-home closet consultation helps clients maximize their current wardrobe while making room for new pieces. Prices range from $150 per session to $100 an hour.
The tool targets high-end shoppers with a disposable income but with little time to scour the mall, said Michael Armstrong, vice-president, managing director at Extreme Group.
“It actually allows [shoppers] to say ‘Hey I saved some time. I know exactly what I’m going to get, and so I can go there, get it and leave,’ ” said Armstrong. “Most malls are built for lingering. This actually allows for their target group to speed up the process a bit and still go to a place where they want to get their clothing from.”
The Mississauga, Ont shopping centre, which is part of the Cadillac Fairview group, is supporting the site through in-mall collateral including posters and eventually sign hoarding (a large display board placed over vacant store fronts).
The website and creative mimics typical high-fashion advertising with beautiful models who are very well dressed, but also clearly with time on their hands. One ad shows two models lounging and chewing bubble gum. The tag line for each ad reads “Relax. We’ll make you look good.”
The agency’s Halifax office built the site, while the Toronto office developed the support materials.
It was important that the launch of the personal shopping program fall in line with the “high-end positioning of our brand and appealed to our existing customers,” said Elena Price, senior marketing director at Sherway Gardens, in a release.
“Having developed the ‘Life Less Ordinary’ positioning for us, Extreme Group developed a website and supporting material with a voice that appealed to our discerning customer,” she said.
