A brand new interactive Product Advisor to offer customers a more in depth one-to-one experience
Incorporating more digital touch points within ASICS’ retail stores is a key part of the sportswear brand’s strategy to enhance its customer experience – whether a customer is visiting the store to buy or just to browse.
The design of the Advisor also responded to research into the sporting goods market, which highlighted that products are most likely to be purchased in-store, with many shoppers opting for a try-before-you-buy approach to decide which purchases to make – using retail websites mainly for browsing. The Product Advisor, therefore, needed to be capable of highlighting specific products to customers which were well-suited to meet their needs, maximising the opportunity to encourage them to buy in-store.
With this in mind, it was essential that Amaze developed an interactive piece of technology which would capture the attention of the customers and encourage them to engage, giving ASICS the opportunity to communicate its product offering directly to customers in a personal and fun way.
Also core to the design of the Product Advisor was the recognition that personal information was required to generate the best product recommendations, band so we specifically adapted it to include a personal iPad screen, recognising that customers would be reluctant to display personal information publicly.
Theatrical by its very nature and choreographed so it cannot be ignored, the Advisor actively invites customers to engage, blurring the line between the digital and in-store environments. It is also a key feature in ASICS’ overarching global strategy, ‘Mix Up Your Run’, which encourages customers to get more out of their running, by presenting them with other suitable shoes from related categories.
In order to create a highly immersive experience, the in-store display was designed using a variety of interactive technologies.
These technologies uniquely communicate with one another. Using a connected large wall mounted screen and iPad, rich 4K video, depth and motion tracking cameras are combined to attract and react to passing customers.
Once engaged customers are invited to answer a series of questions through the iPad to match them to the perfect shoe for their preference and running habits.
The ASICS Product Advisor is a fully-immersive and interactive experience, which is not only memorable and able to capture the attention of customers who may otherwise have left stores empty-handed, but also allows customers to interact with the brand on a one-to-one basis and match them with products which directly meet their needs.
To date, ASICS, together with Amaze, has so far launched the initial version of the Product Advisor at three European stores (Hamburg, Munich and Toulouse) and it has been featured at two major marathons, most recently in Barcelona. More stores are also in development.
"Incorporating more digital touch points within our retail stores is a key part of our strategy to create a better customer experience for all – whether they are in-store to browse or to buy."