DemodernCreatesMultichannelShoppingforNike
The Hamburg team of the digital agency Demodern has developed an integrated retail strategy for their client Nike in the 11teamsports flagship store in Berlin – from UX and technology concept to creation, programming, and integration with the inventory management system.
Hamburg, July 2, 2015 – Football fans can now expect a completely new cross-media shopping experience at 11Teamsports: In the Nike Brand Area of the Berlin flagship store, interactive digital installations offer numerous services around jerseys and shoes, bridging the gap between on-site customers, the online community, and the online shop. Additionally, all modules are linked via a specially developed middleware and connected to the retailer's existing channels without additional maintenance effort. All of this happens in real-time.
For the entrance area of the flagship store, Demodern designed a 3x3m Media Wall. It displays images and live streams from the football world, product information, as well as real-time posts and images from the 11Teamsports community and live statistics from various football leagues. Using integrated 3D cameras, the system recognizes people from afar and establishes an initial contact with them. With the help of these cameras, individually created content can also be posted directly to the wall. After logging in via the local WIFI or the retailer's native app, content can also be transferred and shared to one's smartphone via gesture control.
Photo: © Achim Hatzius
With the Replica Kiosk, another interactive display installation, Demodern's digital experts bridge the gap between Nike's physical and online retail: Football enthusiasts can navigate through the entire Nike team range via touch control – from the Barca jersey to the fan shirt of Hertha BSC Berlin. At the same time, they find out through the connected inventory management system whether the desired jersey is available in the right size in the shop or online store. Payment can be made digitally via smartphone or directly on-site.
Photo: © Achim Hatzius
Nike and Demodern are taking big steps with the Multitouch Footwear Table, which can be used simultaneously by multiple users. When a customer places a Nike shoe on the table, the system automatically recognizes it via RFID technology and displays in real-time which sizes and prices are available online or in the shop. Different shoe models can be directly compared in terms of their performance values. Additional product information, product-related Bundesliga statistics, and videos of athletes wearing the shoe complete the individual product experience.
Photo: © Achim Hatzius
"For retailers, it is becoming increasingly important to link the digital with the physical shopping world to synchronize business processes on both levels and use them to promote sales," says Alexander El-Meligi, Managing Partner at Demodern. "With the digital service tools used in Berlin, we optimize the sales processes of the store and online shop and create new added values for the customer, which bind them even more closely to the brand and continue the online shop experience in the retail store."
Demodern has been working for Nike Germany since 2010 and has, among other things, conceived and realized the Nike Community Wall.
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About Demodern
As an independent digital agency based in Cologne and Hamburg, Demodern has been creating innovative communication for the digital age since 2008. Under the leadership of Kristian Kerkhoff, Alexander El-Meligi, and Thomas Junk, 32 permanent employees serve renowned clients such as Nike, Edding, or Montblanc.
Demodern has already received numerous international and national awards for their work, including Gold at the ADC Europe 2010 for "Sounds of Hamburg," two Gold Lions in Cannes 2011, and twice Gold at the New Media Award, 2012 for Edding's "Wall of Fame" and 2013 for "The Montblanc Worldsecond."
Press Contact Demodern
Adryiano Richter, Demodern – Digital Agency, Brüsseler Straße 89-93, 50672 Cologne,
Phone 49 (0)221 99 96 96 21, ari@demodern.de
http://www.demodern.de/