Amazon has been making the journey into multi-channel retailing over the past few years with a number of innovations such as the customer-focused click and collect lockers. They now saw an opportunity to create a different kind of shopping experience with key aim to simply surprise and delight.
Household partnered with Amazon to create an end-to-end retail experience for the pilot Treasure Truck, launched in Seattle. Comprising of a mobile destination and mobile app, customers in the area using the Amazon app could see special offers, available for a limited time only, that then could be collected from the on-the-move Treasure Truck.
Our insights into Gen Y’s ideal shop showed that the optimal retail experience needed to be social and sensory, with over 50% willing to share their location on mobile to receive offers.
These insights led to the conception of the Treasure Truck, a retail experience that had the instant interaction of using the smartphone app to receive special offers that would only available for a short time period in the mobile store.
Since the Treasure Truck could move around the city it had the added benefit of attracting the attention of new customers, encouraging them online to explore and sign up for the shopping experience and to share their Treasure Truck experiences on Amazon’s social media platforms.
The Brand Identity
The Treasure Truck’s identity centres around the concept of the familiar Amazon brown box complete with digital ticker tape messaging. Once parked, the truck opens up, revealing a whole world of surprise and delight, akin to the childhood experience of seeing an Ice Cream truck trundling down the street.
To make the experience more fun, the truck is named Scout, adding personality and human characteristics. Leading with the line “What’s in the Truck today?” customers are encouraged to keep checking the Amazon app to find out about new offers and where the truck is, rather than seeing the Truck experience as a one-off event.
Digital screens, t-shirts, posters and interactive display experiences all worked together as part of the Truck’s design to celebrate the brand, showcasing the offer, purchase and pick up as well as encouraging new customers to sign up.
We partnered with a specialist manufacturer in Detroit to build the truck, and managed the on-site construction and legal requirements, including its ability to store chilled goods.
Geek Wire Award – Newcomer of the Year.