Digitization Provides Connected Experiences for Shoppers, Building Loyalty Through Brand Engagement
NEW YORK, NY — Digitization has permanently changed long-established buying patterns, creating opportunity as well as uncertainty in the retail space. Successful brand engagement means connecting and influencing shopper behavior at every possible consumer touchpoint—from online to mobile—all the way through to a physical retailer’s location. Physical environments now have to compete with virtual environments requiring brick and mortar retailers to elevate consumer’s experience and provide a reason to visit a physical store. That’s why Adidas’ adiVERSE Virtual Footwear Wall concept is so intriguing.
Adidas’s adiVERSE Interactive Footwear Wall was developed in partnership with Intel to demonstrate what’s possible in interactive retail using connected technologies. adiVERSE provides shoppers with information within a video-game-driven interface. The adiVERSE video wall enables users to browse through more than 8,000 footwear styles using multiple large-scale touchscreens that features 3D-rendered content alongside physical product samples. The system uses real-time gaming engine technology to display information in a 4 x 3 vertical screen configuration. Using gesture-based controls, customers can scroll through footwear styles which are displayed in a carousel configuration across the screens. Shoppers can select and look at products from any angel, rotate, zoom in, and get further information.
The adiVERSE system enables Adidas retailers to offer their customers access to a greater product selection in a smaller physical footprint by taking advantage of online inventories. Internet-based customers can use adiVERSE to select shoes on a virtual shelf, view the item in detail, and rotate products on screen to view footwear from multiple angles and then make a purchase. The system also has built-in anonymous video analytics that provides metrics on shopper trends, patterns, and user demographics, enabling adidas to provide personalized experiences and relevant value-add services to shoppers. Finally, shoppers can also buy products from a sales associate via tablet-based checkout.
Interactive technology has made significant leaps forward, we’re just now starting to see the potential of augmented reality (AR) apps that can superimpose virtual information on real-world experiences. Haptic applications are enabling gesture-based interactions, and martphones can capture information using protocol such as NFC and QR codes. Touchscreen-enabled digital signage systems such as Adidas’ adiVERSE Virtual Footwear Wall are capable of providing consumers with multilayered information that’s seamless and on demand.
Retailing should be a connected experience and the physical store can no longer stand in isolation. Adidas’ adiVERSE Virtual Footwear Wall demonstrates that connecting the virtual and physical together are not only possible, but vital to retail’s future.
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
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media