Adidas transforms window shopping with digital storefront

New York -- More and more retailers are using digital technology to enhance the physical store experience and engage customers. In the latest example, Adidas has taken window shopping to a new level with an interactive digital window concept that connects with consumers’ smartphones, making it easy to shop at any time without an app or scanning various QR codes. Consumers shopping for the latest fashion items are using time during a six-week pilot test at the Adidas NEO Label store-front in Nürnberg, Germany.

“Our NEO teen fashion label offers the perfect environment to test this new and stimulating shopping experience, because for us NEO means new: new by definition, new in concept and new in spirit,” said Ted Mager, VP global retail environments, Adidas Brand.

The storefront window is a fully functioning virtual store with life-size products. The intuitive interface of the touch-screen window lets shoppers explore, play and drag life-size products they are interested in directly into their smartphone for easy and convenient purchase from Adidas NEO online.

Here’s how it works: By visiting a URL via the shopper’s smartphone and typing in a one-time PIN, the shopper's mobile becomes interlinked in real time with a shopping bag on the window, showing a live view of its contents. Any product dropped into the window's shopping bag instantly appears on the mobile. The shopper can edit product details, save products for immediate or later purchase and share with friends through social media or email.

Shoppers can also play with a life-size digital model showcasing NEO's fashion range in a fun and engaging way. By touching hotspots on the window the shopper can make the mannequin show product details, interact with the product and make playful actions and movements.

The storefront window experience was developed in a co-operation between Adidas and TBWA\Helsinki, part of the TBWA Worldwide network.