Virtual Shopping Walls (not Malls)

Online retailing is fast changing the way consumers shop - but most of the talk about online retailing has been about shopping online and the migration of consumer behaviour from instore to online purchasing. This is still one of the major challenges retailers and many franchise systems face today. Many of these businesses struggle to develop their basic website and online channels which is really only online retailing Version 1 these days…but get ready for for Version 2 as it’s already on the way.

In recent publications DC Strategy has previewed the Tesco Supermarket model where Tesco in South Korea developed virtual shopping shelves on the walls of railway stations to capture busy commuters and offer supermarket shopping with a touch or reality without the physical store. This method of displaying and selling supermarket products has been a huge success for Tesco and now we are seeing the concept being adapted for other forms of retailing.

Adidas has just launched a “Virtual Footwear wall ” which has won awards for innovation at the Oracle World Retail awards in Berlin.

Like the Tesco model, Adidas has developed methods for digital presentation of its stock that appeal to busy and curious customers. However Adidas has gone a step further by taking this digital wall inside its stores. Adidas are describing the wall as “revolutionary..and interactive” as well as “beautiful”. Their customers can view the whole footwear range even if some products are not in the store. They can also choose the right size, colour and style, so this way even very small footprint stores can offer the full range of products to custmers as well as create a unique instore experience.

Adidas has developed this virtual wall in conjunction with Intel, so expect to see more of these walls come to market across a range of retail circumstances. These are more than just large fancy display walls, they are really variants on new channels to market as here the old world of physical stores is now being blended with the modern world of electronic retailing.

DCS Consulting is your business growth specialist. For more information please contact:

Robert Graham
Managing Director
robert.graham@dcstrategy.com
0407 105 613