Mojo is acceptable for a coffee, and a assignment about creating buzz.
OPINION: Like best Wellingtonians I’m a bit of a high-hat back it comes to coffee. My three faves are Mojo, Swimsuit and Black Doris. All of whom cull a consistently acceptable bead of java.
One of my go-to business meetup spots is Mojo at the basal of Taranaki St, which is abutting to a few of the web companies I assignment with.
Plonking bottomward into a armchair there this week, I noticed the armchair absolutely confused with me; a activity that was both admiring and hardly weird. Well, awe-inspiring for the aboriginal time, anyway.
Turns out the allotment of artificial acknowledging my bum was fabricated from reconstituted fishing nets and carpeting offcuts. I knew this because sitting on my table was a plywood cube cogent me the adventure of the chair.
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It was a Noho chair, a aftereffect from Formway Furniture with a focus on earth-friendly designs that advice apple-pie up the oceans and assure the environment. It’s a absolutely online comedy with no storefronts and no showrooms.
The armchair was a “Move” – a new architecture was due to be launched in May this year. Obviously that plan went a bit pear-shaped with lockdown so Noho bare a way to accession acquaintance of the armchair as able-bodied as accord association a way to try it.
While they could accept active a ambit of techniques to do this, they concluded up activity with a business accord with Mojo.
Business collaborations accept become an more accepted apparatus to extend your bartering cast in contempo years – decidedly for web companies. “Collabs” ambit from the balmy to the wild.
At the balmy end of the spectrum is back a brace of companies with audience with overlapping interests (like a covering aggregation and a sleeping bag company) accede to allotment databases and co-promote their products.
Mike O’Donnell: “Collabs accommodate bounded online businesses with a advantageous way to lift their revenues at a time back sales are slowing.”
At the agrarian end it can absorb creating accomplished new articles that draw on the bookish acreage of both companies. Like back Italian appearance abode Gucci collaborated with car cast Fiat, to actualize the Fiat 500 Gucci, with one of the best affected interiors to anytime adroitness a hatchback.
In the case of the Move chair, it’s a administration collab. One that harnesses the cast and cast of iconic coffee aggregation Mojo.
From baby ancestry in 2003, today Mojo has 22 cafes in Wellington, 13 in Auckland and four in Chicago. But they are still attractive for means to abound their business, and in accurate means that accouter sustainability.
So back Noho approached them with the appropriate collab, Mojo were keen. Not aloof because it drives new barter into their bounds and gives them some air-conditioned seats, but additionally because the sustainability bulletin is on brand.
The mechanics are simple. Potential armchair barter are targeted proactively through amusing media or reactively via an online babble bot. They get beatific a QR cipher for a chargeless coffee at one of the Mojo locations that accept the Move chairs installed.
Then back the chump turns up, they redeem the agenda for a coffee and sit bottomward in the Noho chair. If they like it they browse the QR cipher on the plywood cube and accept a appropriate action to buy the armchair online.
Nojo account they are accepting abutting to 50 scans a week, a appealing acceptable hit rate, decidedly if chump accretion action filters out timewasters.
Offshore these sorts of cast collabs – area two brands abbey a different action to accord them aggressive advantage – are more common.
A actual acknowledged collab in the United States has been the Uber Spotify collab. After they’ve ordered their Uber, punters can baddest a playlist on their Spotify App. That playlist is again arena on the car’s stereo which you get in. Actual cool.
Other contempo collabs accommodate Ford and Tinder ambience up carpool karaoke dark dates in the new Mustang beforehand this year; and Nike and Apple alive calm on fettle trackers and Bluetooth enabled acute sneakers.
Each of these delivers added bazaar allotment to the businesses, creates added bordering acquirement and gives new chump ability so they can present bigger offers.
Collabs accommodate bounded online businesses with a advantageous way to lift their revenues at a time back sales are slowing.
The latest abstracts from Marketview shows New Zealanders’ online spending was bottomward 7.3 per cent in July, the additional after ages of bargain online spend. This makes it the everyman account advance in e-commerce back February this year, the aftermost abounding ages afore Level 4 Lockdown.
The abstracts additionally shows that advance at concrete retailers (up 9.9 per cent) was about four times that of online absorb advance (2.8 per cent). That’s around exceptional of in my 15 years of celebratory bounded ecommerce numbers.
While it’s not abominable accustomed the way lockdown supercharged ecommerce during lockdown, it’s still appealing sobering for all the bounded online retailers. They charge a way to access this and a way to sweeten the deal.
It strikes me that collabs could be a appealing advantageous way to do that appropriate now, decidedly if it comes with a chargeless coffee.
Mike “MOD” O’Donnell is a able director, facilitator and adviser. His Twitter handle is @modsta and he reckons Mojo’s Injection Blend in a pour-over is the best coffee.
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