Nuremberg, Germany – Adidas is running a six-week pilot of an interactive digital window display that interfaces with consumers’ smartphones.
Installed in the Adidas NEO store in Nuremberg, the display promises ‘the latest advancement in window shopping’, according to Adidas vice-president global retail environments Ted Mager.
The display enables customers to manipulate life-size images of new products and drag them into digital shopping bags. The items then appear on mobile devices after users visit a URL and enter a one-off PIN login.
The choice of the NEO store, which sells the company’s teen fashion label, reflects the brand’s desire to target digital natives with the new display. This generation expects a seamless integration between the digital and real worlds, and is used to shopping online any time of day. The new display integrates these expectations with the brand’s physical store front.
For more on augmented retail, read our Generation D macrotrend.