NYC-based Creative Realities, has deployed what has been dubbed a Calvin Klein Interactive Denim Shopping Assistant touch screen set-up at Macy’s Herald Square store in New York, with plans to put it in another 18 stores.
Calvin Klein, says a news release, is employing interactive touch display and sales assistance applications developed by Creative Realities to support shoppers as they navigate the sophisticated denim category. Taking advantage of virtual sales assistants, visitors to the Herald Square flagship location can explore the brand, shop its offerings and learn more about CK’s wide range of denim merchandise. At the center, is the store’s 75-inch interactive Samsung touch display powered with customized content and software interfaces that promote unique user interactions.
“The collaboration between Creative Realities and Calvin Klein demonstrates modern digital marketing at its best, from both a design and deployment perspective,” said Paul Price, Chief Executive Officer of Creative Realities. “Important to the initiative was that we wanted to faithfully represent the voice and essence of the Calvin Klein brand – known for its sophisticated and modern denim styles. From the start, we worked hand-in-hand with the CK team to establish a strong bridge between their retail merchandising efforts and marketing technology systems – to seamlessly integrate the right digital elements (including internet-based media and mobile applications) into the aesthetics and attributes of the brand. It was a remarkable feeling when the implementation was completed; we knew we hit a home run in terms of how this would bolster the in-store experience.”
The aim of the units is to influence buys, which equates to getting men to buy more stuff, such as complementary and related product purchases like sweaters and scarves.
For the “mission” shoppers – consumers with a definite goal in mind (in this case, a new pair of jeans) – Virtual Sales Associates can be accessed to locate a particular size, fit, color and style in the store. These Virtual Sales Assistants leverage the store’s artificial intelligence system to show shoppers where merchandise can be found by synchronizing LED lighting that emphasizes placement on shelves.
The value proposition to Macy’s was that sales often go wrong without the right sales assistance. No information or the wrong information are just a few factors. However, new and emerging mobile technologies coupled with live databases and smart interfaces are helping retailers and brands to augment their salesforce skills by either getting the info they need right away or suggesting more info, such as other merchandise. A growing list of digital sales-assistant tools is being enabled by the deluge of mobile tablets, application technologies, and AI platforms available to the market.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.