Thursday, January 03, 2008

Hilfiger tries out interactive storefronts

Ralph Lauren's 5th Avenue Polo store made headlines last year when it debuted a system that let window shoppers interact with the store windows themselves via interactive touch screen and projection technologies.

Not to be outdone, Tommy has apparently joined the fray and is testing out some interactive storefront tech in Europe. According to a press release posted by fellow blogger Adrian Cotterill at the DailyDOOH:
Hilfiger stores in (London, Amsterdam, Cologne, Antwerp and Dublin) now feature unique through-window touch screen technology, providing an interface for passing shoppers to capture, stylise and submit their image as part of collage of images being shown on digital screens in the shop windows.

The digital storefronts enable customers to interact with the Hilfiger brand even outside of business hours. At the end of the campaign, customers will be able to return to the store and have their own T-shirt specially printed using the image they created as the design.

This is the first time a global fashion brand has embraced an interactive out-of-the-home format to create a unique channel for 24/7 dynamic relationship with its customers. The campaign also serves as mechanic for driving subscriptions to Hilfiger’s email newsletter, with users being asked to opt-in when uploading their images.
Obviously that last paragraph is incorrect, since the aforementioned Polo stores have been doing something very similar for over a year now. Still, there have been numerous sightings of one-off interactive storefronts across the globe now. One wonders if 2008 will bring a "standard" offering that retailers will be able to deploy universally and cost-effectively.

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1 comment:

Dolapo Taiwo said...

This is interesting. The concept of generating mailing lists throught interactive storefronts is a really big plus for marketing execs.

In fact, this concept can also be applied to catalog stores, whereby shoppers are presented with an interactive touch interface rather than flipping through paper catalogs! They can choose what they want, pay for them and print out receipts and just take that to the counter to pick up their stuff. I think the sky is the limit with this new concept.
Dolapo Taiwo

Unotech media, Web design Nigeria