September 20, 2007
24/7 Sidewalk Shopping
Using a new technology, consumers can touch the glass window of the Roots flagship clothing store in Toronto to earn a carbon offsetting credit equivalent to 50 km of driving or shop Roots.com 24/7 from a sidewalk. This is only the second time in Canada this technology has been used for this type of retail application and the first time for this sort of innovative environmental initiative.
The window display consists of a 60-inch image projected onto an interactive touch foil affixed to the inside of a window. Upon touching the window, the user accesses a menu of interactive options. When not in use by a customer, promotional video content is displayed.
“As a retailer who is always looking to enhance the in-store experience for all our consumers, we recognize the importance of technology,” said Michael Budman, Roots co-founder. “The majority of our customers are very active online and we believe that they will appreciate this new medium.”
The display also promotes the athletic apparel retailer’s growing environmental initiatives. In order to encourage customers to join the “Roots Insider” e-mail list, Roots is working with Zerofootprint to carbon offset each new subscription with a credit equal to driving a car a distance of 50 km – the average distance shoppers drive to get to one of Roots’ stores. Consumers not in Toronto can gain a credit by watching a brief video at YouTube or visiting Roots.com.
“The interactive touch screen is an excellent platform to help promote the launch of our new carbon credit initiative because it is an entirely paperless way to bring our Roots.com promotion to one of our stores,” said James Connell, Director, eCommerce, digital marketing & new media at Roots.
“This will also help participants reduce their own footprint.”
“The Roots interactive window display allows people to browse, shop and learn about offsetting their carbon footprint,” said Greg Adelstein, president, iGotcha Media, the technology provider. “Our interactive digital signage solutions engage prospective customers and passers-by, and are uniquely effective at generating attention at the street level. It’s a direct form of interactive communication that traditional marketing simply cannot replicate. Furthermore, we are delighted to be part of an initiative that delivers tangible environmental benefits.”
Discussion Questions: What do you think of the potential of 24/7 interactive window displays across retail? What do you think of the opportunities of such technologies to engage consumers, as well as the challenges of greater adoption by other stores? Also, what do you think a customer loyalty program using carbon credits as an incentive?
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This sounds like a really creative application of technology–and marketing–to accomplish several things:
1. Generate foot traffic to the flagship location;
2. Drive some PR “buzz” about innovation for a chain that’s ubiquitous throughout Canada;
3. Take an environmentally friendly posture consistent with the brand positioning;
4. Add names to the Roots e-mail list for future business generating.
Well done, Roots. Now, time to stock up on Windex!
A great gimmick that will initially build traffic.
It’s not that unheard of either. Researchers at MIT Media Lab have been working on interactive windows and other great stuff for years. Someone should take another look at what they’re doing and its retail applications.
Given the 24/7 consumer today, or said another way, the diverse and unusual work, sleep and free time lifestyle schedules of the buying public, this program is a major step to entice consumers to not only search for what they want, but gain exposure to other retailers in the 24/7 malls, chic business areas (e.g. Oak Street in Chicago) and even newly publicized strip shopping centers. One can almost forget the need to advertise on the internet. And replace this with social networking buzz, and a public relations effort in the general media world!
This, in many minds, is a 1) surprise creation for new exposure/consumer awareness; 2) major target realization for selected shopping, and 3) importantly, help towards reduce the time strain on the buying public.
Can anyone doubt such a phenomenal mall type program for the masses that can be broken down to specific target buyers, and also niche shoppers? And this opportunity for 24/7 consumers is a confirmation of people working all different hours as well as shopping, eating, etc. NOTE: this was evidenced in the McDonald’s 24/7 market test with surprising results.
Bravo to the sidewalk shopping program. Interestingly, such a new and friendly consumer option is another real opportunity for loyalty, and the illusive development of new consumer awareness, and multi traffic building.
A major Hmmmmmmmmmmm, and applause to real MAD MARKETING thinking and reality!
Roots’ carbon offset program has already paid great publicity dividends. After 134,932 retailers copy it, the dividends might not be so great for the 134,933rd retailer. To get first class publicity, it helps to be first with a first class idea.
In densely populated areas & malls, this kind of technology has a real place. It’s exciting, interactive and magnetic. The only negative in the first phase is that only so many people can play at one time. This will change, I believe, as interactive video “screens” can be projected out into the walkway (creating multiple interactive planes).
The future is here.
This is just the beginning. We will see interactive store front windows interface with mobile devices such as iPhones, Helios, and other portable computing devices. It will allow consumers to see a product in the window, and through Bluetooth, or RFID connection, they will be able to place an order, pay for it through their digital wallet, and continue window shopping. the store wins because they are are able to generate revenues in once static windows. The consumer wins because they are no longer limited by store opening times. Don’t be surprised if we see stores, dominated by storefront windows, with no real store inside. It is simply a matter of time.
The future possibilities of this type of display are wonderful. The WOW factor is high at this point, and the new retail centered applications are great.
I do have a question however: How do you keep the glass clean so that the display remains inviting? It may seem like a little thing, but think about all of the people we see cleaning glass in hotels, stores, and office buildings.
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This sounds like a really creative application of technology–and marketing–to accomplish several things:
1. Generate foot traffic to the flagship location;
2. Drive some PR “buzz” about innovation for a chain that’s ubiquitous throughout Canada;
3. Take an environmentally friendly posture consistent with the brand positioning;
4. Add names to the Roots e-mail list for future business generating.
Well done, Roots. Now, time to stock up on Windex!
A great gimmick that will initially build traffic.
It’s not that unheard of either. Researchers at MIT Media Lab have been working on interactive windows and other great stuff for years. Someone should take another look at what they’re doing and its retail applications.
Given the 24/7 consumer today, or said another way, the diverse and unusual work, sleep and free time lifestyle schedules of the buying public, this program is a major step to entice consumers to not only search for what they want, but gain exposure to other retailers in the 24/7 malls, chic business areas (e.g. Oak Street in Chicago) and even newly publicized strip shopping centers. One can almost forget the need to advertise on the internet. And replace this with social networking buzz, and a public relations effort in the general media world!
This, in many minds, is a 1) surprise creation for new exposure/consumer awareness; 2) major target realization for selected shopping, and 3) importantly, help towards reduce the time strain on the buying public.
Can anyone doubt such a phenomenal mall type program for the masses that can be broken down to specific target buyers, and also niche shoppers? And this opportunity for 24/7 consumers is a confirmation of people working all different hours as well as shopping, eating, etc. NOTE: this was evidenced in the McDonald’s 24/7 market test with surprising results.
Bravo to the sidewalk shopping program. Interestingly, such a new and friendly consumer option is another real opportunity for loyalty, and the illusive development of new consumer awareness, and multi traffic building.
A major Hmmmmmmmmmmm, and applause to real MAD MARKETING thinking and reality!
Roots’ carbon offset program has already paid great publicity dividends. After 134,932 retailers copy it, the dividends might not be so great for the 134,933rd retailer. To get first class publicity, it helps to be first with a first class idea.
In densely populated areas & malls, this kind of technology has a real place. It’s exciting, interactive and magnetic. The only negative in the first phase is that only so many people can play at one time. This will change, I believe, as interactive video “screens” can be projected out into the walkway (creating multiple interactive planes).
The future is here.
This is just the beginning. We will see interactive store front windows interface with mobile devices such as iPhones, Helios, and other portable computing devices. It will allow consumers to see a product in the window, and through Bluetooth, or RFID connection, they will be able to place an order, pay for it through their digital wallet, and continue window shopping. the store wins because they are are able to generate revenues in once static windows. The consumer wins because they are no longer limited by store opening times. Don’t be surprised if we see stores, dominated by storefront windows, with no real store inside. It is simply a matter of time.
The future possibilities of this type of display are wonderful. The WOW factor is high at this point, and the new retail centered applications are great.
I do have a question however: How do you keep the glass clean so that the display remains inviting? It may seem like a little thing, but think about all of the people we see cleaning glass in hotels, stores, and office buildings.