Basic HTML Version
Responsive Spaces
Technology is also enabling more fluid
communications between customers and sales
staff, tightening the bond between brand and
consumer. Interactive interiors allow branded video
content or product info to be summoned on request
– empowering sales associates to reshape their
store experience to match real-time preferences.
•
With catwalk shows feeding more heavily
into many brands’ marketing strategies,
catwalk-based content is gaining momentum.
In August 2012, US lingerie giant Victoria’s
Secret opened a London flagship featuring a
giant digitised video wall onto which live feeds
of the latest shows are directly transmitted.
The screens can be controlled remotely (by
sales associates) from any smart device,
including phones. Video walls integrated into
fixtures ensure that content always fuels the
commerce.
•
Kate Spade’s new Tokyo flagship for the
brand’s youth-oriented sister line, Kate
Spade Saturday, uses technology to solve
the problem of controlling digital way-finding
and product info in a store where the unique
selling point is a major product refresh once
every Saturday (hence the name).
Victoria’s Secret, London
© Victoria's Secret
147
Case Studies/Drivers/Influencers
Tech-Fuelled Retail Spaces