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Adidas Previews Interactive Shopping Wall

Martyn Williams | March 4, 2011
Adidas will begin deploying a futuristic digital shopping wall at select stores from next year. The Adiverse virtual footwear wall offers access to all Adidas products and can watch shoppers while they watch it.

In addition to the additional sales it could generate, the system also provides customer data for stores.

Two small cameras mounted above the screen keep a constant watch on shoppers browsing the shoes and record basic information about the prospective shoppers.

"It can sense when you step up to the screen whether you're a male or female," said Chris O'Malley, director of retail marketing at Intel. That helps determine which shoes are presented on the screens to each customer, with roughly two-thirds of the shoes shown being targeted at the guessed gender of the shopper.

The same data would be supplied to Adidas and could be used to influence the type of shoes that are physically stocked in the store.

O'Malley stressed that the Intel system only collects basic data and doesn't capture any personal information.

"It could also provide demographic age data," he said. "It will also tell you how many people stood in front of the wall and how long they looked at the wall."

A future enhancement of the system will see a Kinect-like motion sensor mounted above the screens so shoppers won't have to physically touch the displays. This would enable them to be placed behind glass in a store window and to be manipulated by people passing the shop.

The system takes components of online shopping and melds them with a brick-and-mortar shopping experience, said O'Malley.

"There's still a lot of appeal to brick-and-mortar shopping," he said. "It actually gives you a reason to go into a store and shop at Adidas."

 

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