Virtual Storefront Enables Shoppers to Browse Products Using Smartphones and Control Digital Signage Screen
NUREMBERG, GERMANY — NEO, a casual sportswear line from Adidas aimed at teenagers is currently testing a virtual storefront concept in Germany. Adidas’ NEO collection features bright, energetic designs to appeal to younger consumers. The new concept stores are being test marketed in 10 locations across Germany after completing successful tests in China and Russia.
NEO’s Nuremburg store location features an interactive digital signage virtual storefront that enables shoppers to use their smartphones to browse for the latest fashions by Adidas without using an app or scanning a QR code. The new storefront window is a fully functioning virtual store. Shoppers interact with the interactive storefront by touching hotspots on the window that provide additional product details and then they’re able to purchase items directly using their smartphone.
Shoppers begin the process by entering a simple URL into their smartphone and typing in a one-time PIN code. When completed, the shopper’s mobile phone is interlinked in real-time with a virtual shopping bag on the interactive storefront window showing a live view of the bag’s contents. Shoppers can then drop products into the window’s shopping bag for purchase and the information then instantly appears on the user’s mobile phone. The shopper can then edit their product details, save product selections for later consideration, make an immediate purchase, or share their selections with friends through social media channels or email.
The adidas Shopping experience is now live at the NEO store at Breite Gasse 46, Nürnberg, Germany. The Adidas WindowShopping experience was developed in a co-operation between adidas and TBWAHelsinki, part of the TBWA Worldwide network.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
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