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People’s Insights: Volume 1, Issue 50
Walmart & Mattel’s Virtual Toy Store
crowdsourcing | storytelling | citizenship | social data
Andrew Livingstone /Toronto Star
What is the Virtual Toy Store?
brandchannel.com
In November, Walmart and Mattel lined two walls of an underground
walkway in downtown Toronto with images of toys and invited passers-
by to purchase them on-the-go using their smart phones.
How does it work?
mobilecommercedaily.com
To make a purchase, people scanned the toy’s QR code with their smart
phone and were re-directed to Walmart’s website where they could
enter payment details and avail of free home shipping.
Located where the people are
marketingmag.ca
Located along a retail concourse and commuter hub, the virtual store
enabled Walmart to reach a large audience of urban Canadians who
might not otherwise shop at Walmart.
A convenient way to shop
1) extremetech.com, 2) Mommy blogger Carrie Anne at everythingmom.com
Moms and bloggers responded favorably to the concept of a virtual toy
store, highlighting that it helps them skip lines, avoid lugging around
shopping bags, and immediately recognize the hottest toys, on the go.
“Perfect for Christmas”
chrisreed.brandrepublic.com
Marketers too responded well to the program, noting that it eliminates
retail costs, including rent, maintenance and staff salaries, is easy to
scale and helps reach crowds during the shopping season.
Tailored to the new age consumer
moneyville.ca
The virtual toy store caters to time-crunched consumers, who own smart
phones, are comfortable with online shopping and open to the idea of
purchasing products through their mobile phones.
Technology opens new possibilities
1) Photo: Andrew Livingstone /Toronto Star via moneyville.ca
2) ft.com
Marketers believe the interactivity and appeal of virtual stores can be
enhanced through technology, by targeting ads better, changing
products based on data, and making QR codes more attractive.
A new way to shop, and engage
extremetech.com
2012 has seen a rise in similar virtual stores across the globe, and
marketers speculate that this hybrid of real life meets digital life will
shape the way people shop and the way brands engage with people.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Mahindra Spark the Rise
Storytelling @MarsCuriosity
Citizenship #Kony2012
Social Data MTV Fantasy Election
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
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Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
People’s Insights Annual Report
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In January 2013 we will publish the ten-part People’s Insights Annual
Report, in which we synthesize our insights from 2012 and provide
foresights for business leaders and change-makers for 2013.
Now & Next: Future of Engagement
(coming soon as an iPad app)
Part 1: Crowdfunding Part 2: Behavior Change Games
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
