In the sales areas, store visitors are greeted by digital monitors in the “Denim Kitchen“, which showcases the jeans collection by the respective s.Oliver labels for both women and men. Staged as a kitchen, touchpoints with digital size calculators complement the cozy ambiance: every customer can find his or her perfect fit jeans with just a few clicks. What’s more, customers are quickly and conveniently informed about choices and trends. The same concept of support is also echoed in both displays of the integrated Q/S designed by - shop. A selfie wall with a livestream from the s.Oliver Facebook community completes the digital store concept.
The iq! agency has created and produced a total of 76 clips plus four Denim Guides for the nine touchpoints. Everything takes its cue from the predefined digital signage style guide, a brand strengthening communication tool for the five different brand labels of s.Oliver. "Based on their function, each touchpoint was assigned a percentage, meaning it was determined what percentage of product, brand, service, and community is being displayed. Given the expressed goal to increase sales, it was obvious that we would develop as many product-oriented formats as possible. We created a unique look for each label, each featuring three different motion designs within the content formats. We specified exposure times and story lengths down to the second,” Orlando Noor explains. After only five weeks, the concept, editorial calendar, and all produced stories were waiting in the wings to fill the store with new life.
The digital touchpoints are managed by a content management system (CMS), where the screen contents are defined in so-called playlists for every day and every week. In doing so, communication can be customized via the touchpoints to match the visiting times of the different customer groups and to dynamically retrieve modified contents. Having said that, there are even more possibilities to deliver an authentic, customer-centric, customized approach.