DDi - January 2013 - (Page 46)

46 | In-Store Technology Ultimate window shopping By Janet Groeber in-store thanks to telecommunications. “After the success of the Social Media Mirror, one of our latest retail innovations, we’re excited to prove our innovation leadership yet again by introducing the latest advancement in window shopping,” says Ted Mager, adidas brand vice president of Global Retail Environments. For the Window\Shopping installation, the NEO storefront was transformed into a functioning virtual store with life-size products. The intuitive interface of the touchscreen window allows shoppers to explore, play and drag life-size products that they crave directly into their smartphones for easy and convenient purchase from adidas NEO online. By visiting a simple URL via smartphone and typing in a one-time PIN, the shopper’s mobile becomes interlinked in real time with a shopping bag on the window showing a live view of its contents. Any product dropped into the window’s shopping bag instantly appears on the device. The shopper can edit product details, save products for immediate or later purchase, and share with friends through social media or email. Window viewers also can play with a lifesize digital model showcasing NEO’s fashion L ast year, adidas NEO, fresh from signing Justin Bieber as its spokesperson, went beyond the cult of celebrity to attract customer attention. The teen-oriented brand aimed to take window shopping to the next level—before, during and after store hours. The adidas Window\ Shopping experience went live at its NEO store in Nürnberg, Germany, last October, drawing scads of “smart” shoppers during its six-week pilot. The brand debuted an interactive digital window to connect with shoppers’ smartphones, making it a snap to shop without an app or scanning QR codes. It’s not the first time Herzogenaurach, Germany-based global athletic shoe and apparel brand adidas has embraced technology range in a fun and engaging way. By touching hotspots on the window, the shopper can make the mannequin show product details, interact with the product and make playful actions and movements. “During the pilot, we have (observed) consumers using the window, and gathering quantitative and qualitative data to help us further improve and develop the experience,” Mager says. “We have integrated anonymous tracking mechanisms that provide a range of data, including consumer interaction, eCom visits and store traffic. We are still gathering and analyzing the data, but we have received very positive feedback in social media channels, in media articles about adidas Window\ Shopping and from consumers using the window.” The adidas Window\Shopping experience was developed in cooperation between adidas and TBWA\Helsinki, part of the TBWA Worldwide network. (The Window\Shopping platform is a trademark and patent-pending product from TBWA.) As for next steps, Mager explains, “This is an innovation that could work for all brands within the adidas Group. 2013 will be our pilot phase for rollouts globally.” To email this article, visit www.ddionline.com/magazine. | January 2013 www.ddionline.com Photos: Jason Wallengren, Nürnberg, Germany http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - January 2013

DDi - January 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Penalty
Great Dane Furniture
International Perspectives
ColorPlus
Right Light
In-Store Technology
Retail Design Collective
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - January 2013