This Department Store Used Interactive Displays to Track Customer Data
Katherine Pendrill — February 19, 2016 — Marketing
References: essentialretail & the-future-of-commerce
Luxury department store Harrods set a new precedent for the way brands can use big data with its interactive window displays. While many companies collect data about consumer behavior, it can be difficult to know how this information translates into sales. Harrods experiment with interactive displays reveals one way that brands can tap into the power of big data.
To promote its new to Polo Ralph Lauren line, Harrods set up a series of interactive window displays. The displays were powered by mobile proximity technology, with an interactive map of where consumers could find the collection in the store. The displays also featured stickers for consumers to scan directly with their smartphone. The stickers allowed consumers to make a direct online purchase, meaning consumers could interact with the display even when the store was closed. The displays ultimately proved highly effective with 15 percent of shoppers making an online purchase.
The project demonstrates how brands can collect specific data from consumers by combining physical and digital assets in the form of in-store displays.
To promote its new to Polo Ralph Lauren line, Harrods set up a series of interactive window displays. The displays were powered by mobile proximity technology, with an interactive map of where consumers could find the collection in the store. The displays also featured stickers for consumers to scan directly with their smartphone. The stickers allowed consumers to make a direct online purchase, meaning consumers could interact with the display even when the store was closed. The displays ultimately proved highly effective with 15 percent of shoppers making an online purchase.
The project demonstrates how brands can collect specific data from consumers by combining physical and digital assets in the form of in-store displays.
Trend Themes
1. Big Data Collection - Harrods' interactive window displays showcase the potential for using big data to track consumer behavior and drive sales.
2. Mobile Proximity Technology - The use of mobile proximity technology in Harrods' displays highlights the trend of leveraging smartphones to enhance the interactive shopping experience.
3. Physical-digital Integration - The combination of physical and digital assets in the form of in-store displays demonstrates the trend of integrating offline and online channels to provide a seamless shopping journey.
Industry Implications
1. Retail - The interactive window displays at Harrods showcase disruptive innovation opportunities for the retail industry by leveraging big data and digital technologies to drive sales.
2. Technology - The use of mobile proximity technology and digital assets in the displays presents disruptive innovation opportunities for the technology industry to further enhance the retail experience.
3. Marketing - The collection of specific data from consumers through interactive displays opens up disruptive innovation opportunities for the marketing industry by enabling targeted and personalized campaigns.
5.9
Score
Popularity
Activity
Freshness
