A retailer’s flagship store has to perform in two ways. It needs to sell merchandise in what is typically an expensive location, but it must also deliver a memorable brand experience to consumers. The New Look flagship store in Dublin presented a third challenge. Three-quarters of the retail space was on a lower-level only accessible via escalators. To meet these challenges New Look turned to its partner Mood Media, which provides in-store sensorial media in New Look’s company-owned stores across Europe and in its head office in London.
In order to help draw customers into the store and encourage them to go downstairs video content was placed directly over the escalators. To achieve maximum visual impact in a long, horizontal space Mood Media installed Christie MicroTiles, an innovative LED visual display technology that allowed for the creation of an extremely bright, high-resolution digital canvas. The on-screen video content, developed by Mood Media, showcases the latest product range and promotes the VIP changing rooms on the lower floor.
‘More and more retailers are trying to bridge the online brand experience with the in-store experience to strengthen their relationship with the consumer and build brand loyalty,’ said Claude Nahon, president of Mood Media Europe. ‘We have the technology and expertise to help our clients make this connection happen in a way that creates a rich, memorable experience for the customer.”
All of the content can be updated overnight, which enables New Look to tailor content to inventory, react to market trends, and showcase new products and promotions.