CLIENT
Project carried out in collaboration with our partner HMY for the opening of a new store of Base, the nº1 Spanish shopping center for the sports sector in Spain. Base was founded in 1985, and currently manages 110 associates and 320 points of sale distributed throughout the Peninsula, Balearic and Canary Islands, specialists in Football, Running and urban fashion.
GOAL ACHIEVED
Implement the latest Retail Tech innovations to attract the consumer's attention and generate a differential shopping experience.
The Hyperexperience applied to Retail Tech
In its mission to continue creating the most interactive retail spaces possible, HMY decided to rely again on the Hyperexperience, in this case for the new flagship store of Base in the La Gavia shopping center in Madrid. This new flagship of the brand was intended to be an ode to innovation, focusing all the efforts of its construction and development in creating a point of sale that had the latest innovations of Retail Tech in all the remarkable aspects of it.
From the interactive showcase, through the lighting and distribution of space, to the online shopping area or even the use of an interactive Augmented Reality photocall. This is how this new point of sale had the DeuSens seal, being our decisive participation to develop several of the Retail Tech technological implementations that were carried out in the store
Technology revolutionizes the point of sale
For the realization of this project we contributed our knowledge and experience applying interactive technologies in the retail sector, to achieve the introduction of the latest technological innovations in this new Base store. In collaboration with our partner HMY, who was in charge of the design and construction of the space, we set out to create a point of sale in which innovation was the differential factor to attract the user and generate an exceptional shopping experience.
To achieve this, we implemented in the point of sale two technological solutions: an interactive showcase and our Augmented Reality photocall, FunMirror. We decided to use both technological solutions with the aim of solving three of the major problems that retailers encounter on a daily basis:
- To attract consumers from the window display to the inside of the store.
- Generate an engaging experience by making consumers enjoy the shopping process.
- Obtain information about consumers by generating a useful database for further marketing actions.
Interactive Showcase, promotion from outside the store
The first of the technological solutions implemented in the new Base store consisted of creating an interactive showcase, in which a new model of Adidas sneakers was promoted and served as a lure for consumers. The intention of this interactive showcase was to get more attention on the point of sale, increasing traffic into the store and therefore increasing the number of possible conversions.
Features of the interactive showcase
This interactive showcase had a large format screen on which the retailer could play corporate videos about the brand or the products on display, thus getting more attention from consumers who passed in front of it. The next step after getting the attention of the potential customer, was to retain it and get them interested in the product on display. For this reason, we designed the interactive showcase with three touch panels, which allowed change the video displayed on the screen to detect the touch of the user's hand.
Through these touch panels, which were referenced with an appropriate call to action so that the user knew to press them, it got that potential customers were interested in this new model of Adidas sneakers. In addition, users also got to know know better its outstanding features, as each touch panel played a different video showing in detail a specific advantage of this new model.
Interactive showcase operation
In the following video you can see how the interactive showcase worked, checking the functionality of the three touch panels that allowed the consumer to know information about the product without even entering the store, creating a new stimulus to get inside the point of sale.
FunMirror, gamification that surprises and generates leads
The second technological solution consisted of introducing our interactive photocall, FunMirror, inside the store. Its main mission was to create a hot spot around it that all customers would want to pass through. In this way, by placing it at the back of the point of sale, consumers had to visit the entire store to get to it, thus getting them to spend more time inside the store and therefore increasing the chances of sales.
Features of the FunMirror
Our FunMirror, in this case, consisted of an interactive photocall that used Augmented Reality to superimpose virtual elements such as objects, costumes or accessories, allowing users to take a souvenir of their visit to the store in the form of a photograph. For this implementation in the new Base store, the FunMirror had 6 different virtual costumes, all of them with sports motifs, using clothes and products of the brand Base.
In this way, up to 6 people at the same time could stand in front of the FunMirror to take pictures with the different virtual costumes on, and could later save these photos by scanning a QR code. This solution also favored the capture of information about the users who used it. This was achieved by means of a form that users had to fill in to be able to download their photographs, thus being able to obtain information about the type of customer most impacted and generate a database for future marketing actions.
Functioning of FunMirror
In the following video you can appreciate the functionalities of our interactive photocall, FunMirror, and how it made use of Augmented Reality to create virtualized photographs with 3D elements. You can also see how it displayed a QR code to allow the user to save his precious souvenir photo of the visit to the point of sale.
