# Smart Vending Machines Mulberry's Interactive Retail Installation Captures Data & Offers Rewards By Laura McQuarrie | Published 2018-11-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/interactive-retail-installation References: [thecurrentdaily](https://thecurrentdaily.com/2018/11/15/mulberry-interactive-retail-experience/) For the holiday season, [luxury brand Mulberry](https://www.trendhunter.com/trends/gucci-snow-globe) collaborated with innovation consultancy TheCurrent on an interactive retail installation that supports the #MulberryLights campaign with a smart vending machine. #MulberryLights is a celebration of the way that light, color, shape and people unite to create a modern British Christmas. As part of this campaign, smart vending machines will be appearing in stores across the UK, giving people the chance to share light-inspired images of their own via social media. In addition to engaging consumers and sharing rewards for participation, these in-store installations also [collect data](https://www.trendhunter.com/trends/data-driven-digital-experience). Some of the prizes that can be won from the modern holiday experience include small leather goods, stickers and chocolates, as well as a grand £1,000 gift card that can be spent at Mulberry. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 68% | Activity: 81% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Vending Machines:** Offering rewards for participation and collecting consumer data, interactive vending machines have the potential to engage customers and provide insights into their behaviors. - **Smart Retail Installations:** Smart retail installations that incorporate technologies such as social media sharing and data collection can enhance customer experiences and provide valuable consumer insights. - **Branded Campaign Collaborations:** Collaborating with innovation consultancies on branded campaigns can create unique interactive experiences that engage and reward consumers while collecting data. ### Sectors Adopting This - **Luxury Retail:** Interactive vending machines and smart retail installations can enhance the luxury retail experience and provide valuable insights into consumer behavior. - **Marketing and Advertising:** Collaborating on branded campaigns that incorporate interactive technologies and consumer data collection can provide valuable marketing and advertising insights. - **Retail Technology:** Developing and implementing innovative retail technologies such as interactive vending machines and smart retail installations can provide competitive advantages and improved consumer experiences. ## Related on Trend Hunter - [Smart Vending Machines](https://www.trendhunter.com/trends/smart-vending-machines.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Pop-Up Vending Machines](https://www.trendhunter.com/trends/pop-up-vending-machine.md) - [Retailer-Backed Holiday Experiences](https://www.trendhunter.com/trends/j-crew-2.md) - [AI-Enabled Vending Machines](https://www.trendhunter.com/trends/vending-tracker.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Luxury Festive Campaigns](https://www.trendhunter.com/trends/happy-together.md) - [Virtual AI Snow Globes](https://www.trendhunter.com/trends/piccadilly-lights-1.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md)