eCommerce giant Amazon and lifestyle magazine Refinery29 have teamed up to launch an in real life popup gift guide. While Refinery29 typically boasts a female millennial demographic, this interactive pop up is aimed at "the whole family."
The event features products from Amazon's fashion and home sections that were curated by Refinery editors. “We’ve seen a growing response to immersive, interactive experiences, and this one-of-a-kind pop-up further enables customers to engage live with our fashion and home selection,” said Carmen Nestares, chief marketing officer of Amazon Fashion.
This branded activation will help Amazon customers connect with the brand while increasing their loyalty to the shopping site and showcasing a range of products that customers might otherwise miss. “Live activations like these can deliver one-to-one brand interaction and brand halo you can’t buy, yes, but ultimately, we want these events to help consumers move seamlessly between their online and in-store experiences so that we can deliver value and a differentiated experience on the way to their purchase," said Stacy Fuller, senior vice president of marketing at Refinery.
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