When it comes to innovative marketing ideas, we are all ears and all eyes for that matter at Napa Consultants International. The Net-A-Porter magazine ad pictured above captured our attention because it had a unique call to action that required the use of technology to delve deeper into the product offering. Although this seemed promising as a potential method to amp up the value of print ads in luxury real estate publications, it failed to live up to its promise. Sometimes a great notion does not work.
Net-A-Porter is one of the most successful online luxury retailers. In 2014, they premiered a glossy magazine after discovering that women like to shop online while reading about fashion. What a great idea to bridge print advertising with the use of a smart phone app to spark impulse shopping!
When I (Alexandra) saw this ad in the Summer Issue, I decided to follow directions to view the video. I had previously downloaded the Net-A-Porter app. However, I had not created a password. It took 6 attempts, due to various inexplicable tech glitches. Then, all I had to do was scan the page to see the video. Even though a 10-minute video may be an eternity to some, I was willing to learn.
Much to my chagrin, my iPhone did not have the required scanning capability. I asked my butler (Siri with an English accent), and he had no suggestions. I also checked the iTunes store to no avail. At this point I had invested over 30 minutes.
I concluded that, although this may be a good idea with potential for the luxury real estate industry, it fell very short of my expectations. I am happy to report that I have deleted the app and have sent Siri back to the Butler Academy Sometimes a great notion just does not work.