Screens, glorious screens, at Tommy Hilfiger's store of the future in AmsterdamWednesday 12 December 2018
In December 2016, Prestop was honored that we were asked to design and produce interactive screens and solutions for the Tommy Hilfiger flagship store in Regent Street London. It took 2 years before we were able to install these screens and interactive solutions in Amsterdam.
Over the last two years, Prestop produced and installed 32 ", 40", 86 "touchscreens, touch table displays, touch video walls and interactive mirrors in Tommy Hilfiger stores in Belgium, Chile, Germany, Denmark, England, Ireland, Italy, France, Mexico, Poland, United States, Sweden and Switzerland.
Fashion United was the first to look in the store that will be opened on 13 December.
Digital endless aisles
Screens, glorious screens. The new store is decked out with a selection of ‘Digital Endless Aisles’ - monitors which allow customers to access the brand’s entire online collection. Something’s not in stock? No problem. Simply find the item online and order it to the store, or to your home, free of charge. What’s more, the monitors allow customers to find different looks - as seen on models on Instagram, on billboards or other advertisements - and find each item in the look.
“It’s about bridging that gap between online and offline, and making the shopping experience as easy as possible,” said Mark, the shop manager.
So what else does the store of the future need? A cafe, of course. Tommy Hilfiger’s new Amsterdam store is also the proud home of a People’s Place - a social setting for visitors that’s also featured in its London store. There are even “digital tables” - tables with built-in monitors that allow customers to browse Tommy’s online collections over a coffee.
Experience is becoming increasingly more important
It’s undeniable that retail is changing. Consumers are shifting more and more to online, and fashion brands need to continue to adapt to keep up with their shifting habits. “Experience is becoming increasingly more important. People are choosing experience over everything else,” said David Wise, Director of Channel for EMEA, at The World of Commerce event in Amersfoort, Amsterdam last week. “The landscape is changing, and the retailers that are winning are the ones that are focusing on experience, because commodity on its own just isn’t enough these days.”
Bron: Fashion United. Click here to read the article.
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