How technology is revolutionising the product drop
It used to be that twice a year, shops would introduce new season stock. At some point, you might pass through and buy some of it. How quaint that now seems.
Today’s shopper knows exactly what product is being released and when. Hyped-up crowds feverishly await these ‘drops’. Eager to get their hands on the latest, often limited run of new styles.
Talking to leading fashion retail publication Drapers, Swave Szymczyk, Global Director Digital and Retail Marketing at adidas Originals, said:
“As humans, we all want that thing that is unique and special. Drops are a way for brands to offer that really special and unique piece, of which there might only be a couple of hundred, to customers.”
It’s a phenomenon driven by technology. Customers are constantly checking apps and websites for news and release dates of must-have items. While brands are using apps, games and lotteries to fight back against bots buying up all the available stock for the lucrative re-sale market. Swave noted:
“As a brand, it is our responsibility to ensure that any shoes we’re releasing are getting into the hands of the people who really are fans. When we do a shoe release, one of the things we have to contend with is bots trying to buy more shoes than actual customers, so we have to do a lot of work behind the scenes to make sure customers can get through.”
“We also have to evolve them each time we do a release, because bots use artificial intelligence and they are always learning.”
Whether it’s unlocking purchase pages on apps or hunting down secret locations, the drop model relies on innovation to stay fresh. However, to keep customers engaged, quality and service are key. The overall experience has to be the focus — in this case the thrill of getting that elusive pair of trainers — with technology as the path to get there.
In a world where consumers have more choice and power than ever, as well as expecting everything to be two taps away, the drop delivers the excitement, surprise and delight needed to drive further engagement.
