Maximising Retail Store Fronts
Harrods and Burberry have pulled off a very clever, creative collaboration that ends today. Throughout February they have created a mutually beneficial partnership that uses the iconic, prime location of Harrods store and shop windows to give maximum exposure for Burberry pre, during and post London Fashion Week. Making the most of shop windows isn’t new, but treating them like ‘advertising space’ is a growing trend we foresaw happening a few years back with our Store-telling insight piece:
‘As with all other forms of marketing, distinctiveness is key. Shoppers aren’t short of choice, so retailers must find compelling ways to earn an unfair share of time, spend, and attention. They need – quite literally – to give people a reason to cross the road.’ This is what Harrods and Burberry have done. A critical sub-set of brand storytelling is about turning the store from a ‘place to buy things’ into a destination of magnetic appeal. In such a fiercely competitive sector, it can represent the difference between winning and losing.
Stores have fully taken this onboard; retailers that aim to survive have stayed ahead of the game with new innovative ideas to enhance the shopper experience. Luxury brands in particular are always at the forefront of innovation and open to make bold moves to better immerse shoppers. Yet the high street is catching up. We all witnessed Zara take the media and the internet by a storm with their AR window. There was another recent release for Zara as well!
We’re now witnessing the next generation of Out of Home media in retail, where they are not only using store windows, but taking over full facades and turning Fake OOH into Real. Here is an example of a FOOH concept piece that would be relatively simple to make a reality.
We are fortunate to have worked with Louis Vuitton and brand experience agency Energy, to be the first to take over the full façade of Harrods digitally. This award-winning work was full motion DOOH for the launch of their iconic collaboration with artist Yayoi Kusama.
But we’re also seeing regenerations of flagship stores to allow for DOOH opportunities. In London the United Colours of Benetton and Pandora have opted for outdoor LED signage but the future is the likes of Flannels with their full LED façade – I would watch this space as they are soon to launch something new.
As price points for interactive and transparent tech slowly begin to fall, we foresee many opportunities for retailers as long as they are willing.
