Is it simply vanity, or does it have purpose?
Embedding experiential digital components into stores is turning out to be a key way in which brick and mortar retail spaces are reinventing themselves and integrating with the online e-comm world. It may come as a surprise, but when retailers just install a digital signage solution, they find that consumers will spend 30% more time in their stores. Now it’s true that just spending more time in a store doesn’t equate to more purchases, but it’s also true that
1 out of 5 people make an unplanned purchase after seeing products featured on digital signage.
So even the little digital things matter. But there is so much more to it than just screens if you want to make a real impact on your consumer and your business. To give you some insights into how our team at Digital Innovation works in this space we’d like to share a journey we have been on with one of our clients who has the right digital mindset and that has been shaping the landscape and leading the charge when it comes to digital in retail.
Over the past few years we´ve been on an exciting digital retail journey with adidas. A journey on which we have been able to challenge the status quo, continuously adapt to consumer needs and enable new, value delivering experiences. From the initial discovery workshop through to completion of the project, we´ve been alongside our client guiding them through the process, advising them on the best way forward and building the right solutions to create a new industry benchmark.
First Stop: New York
It started in 2016 when we supported adidas with their first flagship store in New York and considered the consumer trend of unplanned purchases through digital signage. The store concept is called “Stadium” and everything was designed with the intention of creating an environment where the urban athlete felt most at home and prepared for their field-of-play – the streets, courts, gyms, fields and studios of Manhattan.
At the entrance, shoppers are welcomed with a stadium-sized LED wall to immediately catch the attention. To set the mood we leveraged a specific set of consumer research conducted for the store to populate the screen with a mix of exuberant and inspiring local influencer, product and brand-based content that would resonate throughout the store’s digital displays.
People have a natural reflex to look at moving content which is why digital displays capture 400% more views than static signs.
As the store naturally guides you up the stairs and through the stadium benches where a statue of Adi Dassler, the founder of adidas sits, shoppers come across the customization area where anyone can start creating unique products for themselves to take home straight away. Screens around the creative space display social feeds to inspire the people to use their imagination and see what others have done and at the cash desk more screens show rolling content. Statistics show us that screens at the point of sale can reduce the perceived waiting time by 35%. Everything digital in the store has a purpose and means by which to measure its impact with KPIs.
Next Stop: Paris
From New York we moved on to bringing the Paris Flagship store to life in early 2019. We took what we learned from the 5th Avenue store. In Paris we took everything to the next level including a one-of-a-kind zig-zag LED Wall, digital window displays were installed in the store which dramatically increased traffic coming into the store with their engaging and moving content.
In addition, displays throughout enabled product details and stories to be brought to life for shoppers and an immersive running experience to test shoes was installed. With 80% of consumers using their smartphones in the store, the adidas mobile app was moved into the center of consumer engagement, offering new services such as event bookings and product availability check to begin to really build a true connection with the consumer.
Road to London
In both New York and Paris we listened, observed, learned and created. However, innovation never stops and our next and latest stop was London. Right across from Selfridges on the world-famous Oxford Street, adidas opened its game changing, industry benchmark flagship store in 2019. This store is all about the future of retail with digital experience seamlessly integrated into the overall concept.
Leveraging new semi-transparent LED technology in the shopping windows to enable bold messages and 3D-like animations while keeping the ability to look into the store, it’s an attention magnet for consumers that draws them into the world of adidas.
The store also includes storytelling digital signage, an improved immersive running experience, digital mannequin plinths, a flexible product-highlighting digital footwear wall and the one of its kind retail theatre called “Chandelier” – a layered design of semi-transparent LEDs. All of which we helped to conceive, plan and implement with the purpose of serving the consumer on their journey through the store.
Another key part of the store concept is convenience. We were constantly pushing, finding ways to innovatively bridge the gap between the analog and digital world. The mobile app was further developed with in-store features offering the consumer a variety of services and experiences which were further enhanced by RFID technology in the products. This allows consumers to request a product in different sizes or color codes while waiting in the fitting room.
To compliment the product and brand experience and add more convenience and create a seamless experience, mobile point of sale systems were introduced to cater for the increasing popularity of mobile payments. All of this has added up to what is the most experiential store journey in retail to date and there’s still more innovation to come.
In summary when it comes to in-store digital, the screens are not there for the sake of vanity.
Yes, they look nice and with the right content can be awe-inspiring but everything we plan and install in a modern digital store has a purpose and a means by which to measure its impact with KPIs. The physical digital tools need to be well integrated into the consumer journey in the store architecture and most importantly it needs to catch the target consumers' attention and serve their needs. Enhance this with convenience features that support a seamless journey aimed at making shopping in brick & mortar more delightful, such as RFID and in-store mobile, and you have a winning combination.
In-store digital is the future of retail and has the potential to dramatically change your business. Speak to one of our experienced consultants to find out how we can help you on your digital retail journey.