Dot2Dot Communications has installed a digital signage project with Canada’s adidas Golf to create retail merchandising displays that command the at-purchase moment. The displays are powered using Scala’s interactive “lift and compare” technology to attract, engage and influence consumers’ golf footwear purchase decision.
According to Lesley Hawkins – brand director, adidas Golf chose to incorporate digital signage as data shows that digital signage:
- Improves the retail shopping experience
- Provides an outlet for product and technology storytelling
- Creates an opportunity to increase brand affinity, conversion and ultimately, drive sales
The displays have been deployed to a variety of retail environments across Canada, including adidas’ corporate stores, several retail locations and golf pro shops. The concept was developed by Dot2Dot Communications whereby shoes sit on platforms that are equipped with light sensors; when the shoes are lifted, specific digital signage content is triggered on a 42” commercial grade LG LCD display. Customers can compare two shoes side-by-side by lifting an additional shoe – it’s a simple way to make informed purchase decisions without relying on floor staff support.
“The sales results from the pilot project garnered adidas Golf improved market share,” said Hawkins. “Our brand has been built on performance and innovation. This project has allowed us to bring our heritage to life through a unique digital platform. Both customers and consumers alike have embraced the technology. With Dot2Dot, we have built a partnership in innovation.”
Working with Dot2Dot on this project was Canadian Scala partner Shikatani Lacroix Design on content, LG Electronics Canada for displays, and Point In-store Marketing who produced the modular shelf displays.
“Bringing this project to life with adidas Golf was a unique and inspiring opportunity. The journey started with the brand and 9 holes of digital signage experiences during the Fall 2014 Digital Trends Showcase (DTS)”, explains Andy McRae, general manager, Dot2Dot Communications. “Today we’re rolling out modular interactive shelf displays that are building brand recognition and driving in-store sales.”