Physical SpacesNovember 1, 2019

Adidas London Is the ‘Flagship of the Future’

The New London Flagship Gets Connected Retail Right

By SHAMONTIEL VAUGHN | Contributing Writer‍

[RETHINK Retail] — When people create their bucket lists, travel and adventure are usually pretty high up. Skydiving, getting a tattoo, going on a cruise or swimming with dolphins are the usual go-tos. But judging from recent news about the new adidas flagship on Oxford Street in London, this 26,900-square foot retail store may be the expedition that adventurers need to include.

Some store highlights include:

  • “Bring It To Me” feature, which uses in-store geolocation tracking to find items faster
  • Environmentally responsible layout (i.e. recycled plastic, foam and textile displays, more than 100 digital checkpoints)
  • Exclusive Bespoke LDN products
  • Fitting room mirrors that help find new sizes and colors
  • In-store team who speaks 31 different languages
  • Installation and artwork from London artists
  • More than 100 digital checkpoints (100 percent powered by green energy)
  • Union Jack installation with 1,000 national flags used to celebrate the “city of a thousand nations”

 

 “Bring It To Me” brings enhanced customer service

Geofencing already gives retailers the opportunity to send email alerts, mobile app notifications or text messages whenever a global positioning (GPS) or radio frequency identification (RFID) confirms that a consumer is near their store area. Customers can learn where the store is. Competitors can use advertising tactics to try to pull rival consumers into their own stores. Now imagine being able to utilize geomarketing, plus help the in-store customer get the item (s)he wants right in the store — without worrying about finding a store representative.

 

Adidas ‘Bring It to Me’ app | Photos courtesy of adidas

 

Adidas “Bring It To Me” app uses in-store geolocation tracking to assist shoppers with finding products, seeing what’s in stock, requesting their sizes and purchasing chosen items immediately. Sneaker enthusiasts (i.e. sneakerheads) can also add instant calendar reminders to notify them when new shoes come out. The Oxford store’s Hype Wall digital display shows them everything they need to know about their upcoming shoe purchases so they won’t miss out on opening day.

 

Customers get in-store interactive with digital touchpoints

Thirty-two percent of customers prefer a retailer that offers an augmented reality (AR) experience over a store that does not, according to Boston Retail Partners’ “The Future of Retail” report.

Unlike virtual reality, which paints fictional scenes for consumers, visitors who come to The Base can interact in a realistic environment made from LED screen and flooring that can change the mood and purpose. All a consumer has to do is click a button.

The fitting rooms are even interactive. The RFID technology on fitting room mirrors allows consumers to recognize and find more information on a product. Once they find a product they like, they can choose sizes and colors through the mirror without abandoning their items in the fitting room. For customers who want to make trying on clothes even more interesting, they can choose a different backdrop and check out their chosen products in a real-world environment.

 

Interactive fitting rooms for today’s connected shopper

 

For the online consumer who would rather stay home and ditch the crowd, the adidas app may make them rethink that homebody attitude. The adidas app comes in handy for reserving a slot with Crep Protect for in-store cleaning services. Fitness enthusiasts who want to see how well their shoes would stand up against their workout routine have options too. After arranging a product test in the adidas Running Lab, customers can test their products on treadmills. When they run, an interactive video screen matches their gait. Then the LCD screens shows London landscapes so they can imagine themselves running all over the city. For both tourists and locals, this’ll not only give them new hotspots to use the products. It’ll also allow them the opportunity to see how comfortable and practical their footwear or activewear is.

 

“The new adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city. Whether it’s designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create.” — CHRIS WALSH, VP BRAND, ADIDAS NORTH EUROPE

 

The Takeaway:

With the launch of this new Oxford store, adidas is proving that even widely known names can benefit from trying something new. Arguably they were already doing all right for themselves when it comes to publicity, with the help of Originals designs such as adidas YEEZY, adidas by Stella McCartney and Y-3. But this four-floor store has made itself so enjoyable that consumers outside of London may fear they’re missing out.