COACH partners CONTEN.T to redefine retail experiences with Ipoh store

COACH has launched COACH Play Ipoh, its Malaysian leg of Coach’s new strategy for retail experiences that aims to help it connect better with Gen Z consumers. It features a concept store, coffee shop, and mobile engagement platform developed by tech partner CONTEN.T.

The design for COACH Play Ipoh was based off the aesthetics of New York, where its headquarters resides in. Particularly, it takes inspiration from its fleeting “golden hour” casting a glow on the cosmopolitan city, as well as the serene Adirondack Mountains.

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In collaboration with long-term tech partner CONTEN.T, COACH has developed a digital scavenger hunt that takes shoppers on a phygital gamification adventure. It aims to create genuine connections with digital natives who crave more engaging brand experiences.

The onboarding process and rewards redemption are made seamless with CONTEN.T’s new first-party mobile engagement solution, Superfan, ensuring a high completion rate among users. Superfan also provides real-time first-party insights, allowing COACH to continually refine their marketing approach and maintain their edge over the competition.

The experience culminates in a picturesque spot, in the hope of offering brand connection for all participants and encouraging organic user-generated content.

The accompanying Coach Coffee Shop offers "a little taste of New York", with signature drinks and American bites such as soft serve in peanut butter & jelly and apple pie flavours. 

"This collaboration not only sets a new benchmark in retail innovation but also highlights the power of mobile-first experiences that provide first-party insights. We’re thrilled to continue partnering with COACH to bring this vision to life,” said Jason Ang, founder and CEO of CONTEN.T.

In addition to the immersive experience, the store features a curated selection of exclusive leather goods and limited-edition COACH items, available only at Lot No. Lf-36 & LF-37 Lakefront Silverlakes Village outlet.

This initiative builds on the success of previous campaigns such as Coach Ramadan and Coach Holiday, with CONTEN.T injecting digital experiences that aim to forge connections between brands and their audiences.

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