Spotlight on the Speaker | Janet Carpenter, MD, Spring Studios

“It’s clear that digital now has a disproportionate impact on the path to purchase – and yet we know that consumers still value the human touch, especially when it comes to luxury. From AR/VR to live-streaming, gamification to next generation customer service, we’ll be sharing the our guide to how luxury brands can embrace this bold new virtual frontier.”

In today’s Spotlight on the Speaker we hear from Janet Carpenter, MD of integrated creative agency, Spring Studios. Janet will be speaking on our Digital Innovation day the Walpole Festival (day 3), followed by a discussion on Virtual Retail & Marketing with Lisa Bridgett, COO of DREST and Rachel Waller, VP of Marketing, Digital & Innovation at Burberry.s

How have the events of 2020 impacted on how your brand or business communicates with your customers?

We’ve found that we’ve worked more closely with our clients than ever before, as they look to us to advise how to navigate over the course of the earlier lockdown through to the present road to recovery. Engaging with purpose, pivoting the approach to product launches and brand events, promoting boutique re-openings, adapting comms. We’ve also been challenged to innovate new ways of working – particularly when it comes to shoots: exploring remote collaboration and providing safe and social distancing-friendly sets – with some really fantastic results.

What has been the biggest marcomms lesson you have learnt since March?

It’s been an exciting 6 months: there’s such a rich spectrum of innovation, technical and creative advancements and it’s evolving every single day. However, when defining their strategy, we believe that brands and retailers should always keep their brand and audience in mind: embracing innovation, creating content & elevating creative in a way that is true to brand and relevant to their end consumer.

What can we look forward to hearing you discuss this September?

Our session is entitled “New Frontiers: Virtual Retail & Marketing”. It’s clear that digital now has a disproportionate impact on the path to purchase – and yet we know that consumers still value the human touch, especially when it comes to luxury. From AR/VR to live-streaming, gamification to next generation customer service, we’ll be sharing the our guide to how luxury brands can embrace this bold new virtual frontier.

What headline insights will you be sharing?

  • AR/VR experiences provide a unique opportunity to bridge the physical/digital divide, inviting consumers into the heart of the brand to explore, transact and engage
  • Live-streamed initiatives tap into powerful psychological motivators such as instant gratification, FOMO and suspense and, as a result, are proven to drive higher levels of engagement and conversion
  • For luxury players, the elevated look & feel of virtual & live initiatives is key – the pioneers will pioneers will look to raise the bar in terms of virtual creativity and customer experience, while preserving brand equity

To hear more from Janet, and over 40 more speakers, purchase your tickets for the Walpole Festival of Luxury Marketing.