Junk Food Clothing’s Virtual Shopping Walls, US
Los Angeles-based fashion label Junk Food is the latest brand to trial the burgeoning platform of digital shopping walls, launching QR-enabled virtual shops at Westfield shopping centres across the US.
Interactive screens powered by free shopping app RedLaser showcase Junk Food’s online boutique, allowing shoppers to browse a constantly rotating inventory of the label’s vintage-styled T-shirts for men and women. Scanning an item’s QR barcode with a smartphone pulls up a multi-view product description page and allows consumers to place an order in just a few clicks.
Uniting mobile commerce, online and bricks-and-mortar platforms, this new launch from Junk Food is a lesson in multi-channel retailing. By giving airtime to its online boutique in these prominent shopping locations, Junk Food drives traffic to its e-commerce site while also giving the brand a tangible presence in the US, where it doesn’t currently have any bricks-and-mortar stores. “We believe that this represents a future shift in retail, which is much more nimble and dynamic,” said Andrei Najjar, Junk Food's vice-president of marketing.
Debuting at Westfield Topanga in Los Angeles, the Junk Food digital stores will appear at other Westfield locations in the US throughout 2012 and 2013. For more information on the strategic use of in-store technology that doesn’t compromise on creativity, see our report: In-store Interactive.