Retail innovation: creating new retail platforms for brands & improving the customer experience.
By Dion Pouw
This is not another blog post about how retail is changing and how there is a need to rethink your strategy, there have been many and we believe that point has been made clearly.
Instead, our objective with this blog post is to share some of our latest work and to show how we assist in bridging the gap between online & offline retail. We aim to generate revenue for both (online) brands and mall developers by creating different models.
3DWD assists brands with interactive shops, Buzz Box® (modified, interactive shipping containers) and brand experiences. Please have a look at the video, it shows our work 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. The project was developed by Ivanhoe Cambridge and opened on October 5th, 2016.
We assisted by creating stories which could be used by brands to drive traffic to their actual store inside the mall or to drive people to their online store. In the video you will see two examples of this, 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 in this and other projects is to work with the developer to help create unique stories which are interesting for brands to come in and connect with the amazing potential a physical retail environment can offer their brand.
Another innovation we developed for this project is the interactive guest services display. In this specific case this technology was integrated into a barricade, which includes three digital screens. The center piece includes a video connection with a guest services hostess explaining which VIP services are available at the mall. There is also a touchscreen integrated in the barricade enabling shoppers to sign up to the mall’s loyalty program.
Other elements we developed for this project include a “selfie” barricade which includes the option to sign up and receive your photo in your inbox and a holographic gallery. The holographic gallery shows holographic animations of elegant retail products available in the mall.
A non-interactive element of the project were our 3D Window Dressing® graphics showing 3D previews of tenant’s that were unable to open in time for the grand opening (such as the Victoria’s Secret example as shown in the picture above).
For more information about this project or to learn about how we can assist you with experiences & identities for your brand or property, please contact us!
“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