Retail innovation: creating new retail platforms for brands & improving customer experience.
By Dion Pouw
This is not just another blog post about how retail is changing and how much managers need to rethink their strategies. We have written about it extensively and we believe that point has been made clearly.
Instead, our objective with this blog post is to share some of our latest work, together with the hows and whys of this operation. Our main participation was in bridging the gap between online & offline retail. We aimed for generating revenue for both (online) brands and mall developers by creating different models and innovating in technology.
3DWD assists brands with interactive shops, BuzzBox® (modified, interactive shipping containers) and brand experiences. Our work took place at Tsawwassen Mills, a regional destination shopping centre in the Vancouver, Canada area with over 200 stores and a total GLA of 1.2 million square feet of retail space and a 1,100 seat food court at the heart of the building. Developed by Ivanhoe Cambridge, the project was inaugurated on October 5th, 2016.
We assisted by creating stories which could be used by brands to drive traffic to either their physical store inside the mall or to their online store. You can see in the promo video two examples of these solutions: one is a Virtual Chef concept including David Jorge (the winner of Canadian master chef 2015) for Spud.ca an online organic food brand and the other example is a Virtual Fitting Room for Bench., a fashion retailer with a physical store in the mall.
These interactive concepts were especially created and developed for the Tsawwassen Mills project. Our goal was to work together with the developer to create unique stories which would attract brands to come in and to connect with the amazing potential a physical retail environment can offer to their brands.
Another innovation we developed for this project was the interactive guest services display, Virtual Conciérge. In this specific case this technology was integrated into a barricade with three digital screens included. The center piece contained a video connection with a guest services hostess explaining which VIP services are available at the mall. A touchscreen was also added to the barricade, enabling shoppers to sign up to the mall’s loyalty program.
A “selfie barricade” was also implemented in this project. This feature allowed shoppers to take a “selfie” and then receive the photo in their inbox via sign up form. In addition, a holographic gallery was created with animations of elegant retail products available in the mall.
Composing the non-interactive elements of the project there were our 3D Window Dressing® designs, showing 3D previews of tenant’s that were not yet ready for the grand opening .
Let us know about your projects. We are always up for a new challenge!
“Your creative ideas and excellent execution played a major part in the success of grand opening. I heard many positive comments and saw people using your interactive elements throughout the day. I’m looking forward to the next time we get to work with your team.”
– Jeff Brown, Development Director, Ivanhoé Cambridge