Demodern creates multi-channel shopping for Nike
The Hamburg team from the digital agency Demodern has developed an integrated retail strategy for its client Nike at the 11teamsports flagship store in Berlin – including everything from the UX and technology concept down to the creation, programming and connection to the inventory management system.
Hamburg, 2nd July 2015 – Awaiting football fans at 11teamsports is an innovative cross-media shopping experience from start to finish: in the branded Nike area of the Berlin flagship store, interactive digital installations offer numerous services centred on football shirts and shoes, building a bridge between the customers in the store, the online community and the online shop. All modules are also linked via a specially developed middleware and connected to the retailer′s existing channels without any additional maintenance expense. This all happens in real time.
For the entrance area of the flagship store, Demodern designed a 3x3m media wall. The wall shows images and live streams from the world of football, product information as well as real-time posts and images from the 11teamsports community and live statistics from various football leagues. Via integrated 3D cameras, the system recognises people from a distance, thereby establishing initial contact with them. With the help of these cameras, individually created content can also be posted directly to the wall. After logging in via the in-store Wi-Fi or the retailer′s native app, contents can also be transferred onto users own smartphones by gesture command, and then shared.
Foto: © Achim Hatzius
With the Replica Kiosk, an additional interactive display installation, the digital experts from Demodern are closing the gap between Nike′s stationary and online retail: using touch controls, football enthusiasts can navigate their way through the entire Nike team range – from the Barca strip down to the Hertha BSC Berlin fan shirt. At the same time, thanks to the connected inventory management system, customers can find out whether the chosen football shirt is currently available in their size at the shop or on the online store. They then have the opportunity to pay for it digitally via their smartphone or directly at the store itself.
Foto: © Achim Hatzius
Nike and Demodern are leading the way with the Multi-Touch Footwear Table , which can be used by several users simultaneously. If the customer places a Nike shoe on the table, the system automatically recognises it via RFID technology and displays information about which sizes and at what price the shoe is available either online or in the stationary shop, all in real time. A direct comparison of the performance of different shoe models can be made. Additional product information, product-related Bundesliga statistics and videos of athletes who wear the shoe all round off the individual product experience.
Foto: © Achim Hatzius
“For retailers it′s becoming increasingly important to link the digital retail world with the stationary one in order to synchronise business processes on both levels and to deploy them in a way that boosts sales,″ says Alexander El-Meligi, managing partner at Demodern. “With the digital service tools used in Berlin we are optimising the sales processes of the store and the online shop and creating new added value for the customers while establishing a strong sense of loyalty with the brand and continuing the online shopping experience inside the bricks-and-mortar store.”
Demodern has been working for Nike Germany since 2010 and has developed and implemented concepts for several of the brand’s projects including the Nike Community Wall.
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As an independent digital agency with offices in Cologne and Hamburg, Demodern has been creating innovative communication for the digital age since 2008. Under the management of Kristian Kerkhoff, Alexander El-Meligi and Thomas Junk, a team of 32 full-time employees works for noteworthy clients including Nike, Edding and Montblanc.
Demodern has already received numerous international and national awards for its work, including Gold at the ADC Europe in 2010 for “Sounds of Hamburg”, two Golden Lions in Cannes in 2011, as well as two Gold distinctions at the New Media Award, for the Edding “Wall of Fame” in 2012 and “The Montblanc Worldsecond” in 2013.