Giving the customer more control

Integrated marketing is reaching new dimensions through the convergence of media. An example of this is the marketing campaign used by Gap to market its launch of its new 1969 Premium Jeans that were “Born to Fit”. They developed a software called StyleMixer for the iPhone (in the USA). This allows prospective buyers to mix and match clothes and to find inspiration and advice through friends from Facebook and the StyleMixer community. The application lets users swipe, slide and tap to design new outfits in the fitting room. These can then be shown to friends on Facebook. They can also flip through different outfits. At the same time users can see what stock may be available at the store they wish to visit. This is an interesting example of a brand can use an integrated approach to marketing, where the consumer has relative control of the product he/she wishes to purchase. At the same time the use of Facebook allows Gap to reach a wider audience where the consumer actually does the marketing and relationship building for them. As mobile applications get more sophisticated this type of an integrated approach to brand building will become prevalent for many global brands.

How realistic is it for your organisation to give the customer more control over the product they want to buy?