398 CHAPTER 12 BRAND ACTIVATION
In Philips’ ShopLab project in Eindhoven, the Netherlands, the shop of the future is being developed. One of
its novelties is the intelligent shop show-window. When somebody passes a shoe store, for instance, an ad is
projected onto the window. When this person looks at a specific pair of shoes, seconds later the sizes, materials and
prices appear. With a couple of simple touches on the window, the shoes can be reserved. This is especially handy
when people walk along a shopping street at night, when the shops are closed. In the shop itself, LED cubicle
displays can be placed that, chameleon-like, perfectly adapt to the colour of the item displayed, or take on the most
contrasting colour, as the shopkeeper wishes. Spotlights focus on a specific item as soon as someone approaches
within half a metre. In that way, each product in the store attracts attention in turn. People who are manifestly bored
and do not show any interest in the products in the shop are also spotted. They are accompanied to a cosy armchair
with interesting magazines available. The absolute favourite of retailers is the Lightwand behind the checkout counter.
Fashion colours change every season. A shopkeeper who wants to reflect this in the shop or at the checkout has
to repaint several times a year. With the Lightwall technology, a colour sensor pen can measure the exact colours
of a piece of clothing, and exactly replicate them on the LED wall. Porsche is one company that has invested in this
new Ambiscene technology. The interior of the dealer room changes to match the colour of the car that is in it. In
that way, shopping becomes a much more entertaining experience. Retailers of luxury products are especially inter-
ested in the concept of individualising the look and feel of each store. For instance, no two Prada stores are the
same. Why would you visit a Prada store in London if it is the same as one in Paris? New in-store light technologies
can give a shop an exclusive and dynamic look and feel.^62
Window shopping is literally possible at Ralph Lauren in New York and Chicago. Inspired by the movie Minority
Report in which advanced touchscreen technology plays an important role, the company wanted to create a promo-
tion stunt alongside its role as one of the main sponsors of the US Open tennis tournament. In the show-windows of
the shop in New York, touchscreens were installed by means of which passers-by could buy Ralph Lauren products.
As soon as they made their choice, they could pay by credit card and the item would be delivered at home. A
projector in the shop streamed the information to the touch-sensitive window. Almost half of the passers-by
stopped to have a look at what was happening. Soon, another store in Chicago was equipped with the new tech-
nology. The latter store specialised in skiing. Shoppers were virtually taken to the ski slopes in Aspen, received
information about Ralph Lauren products, fashion and weather and snow conditions, and could even get virtual
skiing lessons.
The Adidas flagship store in Paris is equipped with a window screen that reacts to gestures. Pointing at a product
is enough; the window no longer needs to be touched. Top of the bill is the virtual mirror. Customers try on a pair
of shoes, and then choose other models and colours on-screen. The virtual mirror shows the shoes on their feet
without actually trying on the real shoe. Customers can also design a customised shoe. Via the screen, colours,
design and decorations can be changed. The shoes are then manufactured and shipped to the customer.^63
BUSINESS INSIGHT
The shop of the future
In a US study, about 1000 shoppers were asked to indicate the POP elements to which they
pay particular attention when grocery shopping and the POP elements that have motivated
them in the past to buy a product or brand they had not planned to purchase beforehand.^64
Figure 12.10 summarises the results.
According to the consumers, in-store samples seem to be particularly eff ective. More than
two in three respondents claim that these attract attention and have in the past persuaded
them to buy the product or brand. Moreover, 68.3% say they try in-store samples almost
every time they are available, while 26.3% say they do this occasionally. Of course, trying a
sample is not the same as buying a product. Some 13% admit buying the product or brand
almost every time they try a sample, while about 73% claim to buy the tried product occa-
sionally. Besides in-store samples, coupons, on-pack promotions and displays are also
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