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Brief Published: 1 Sep 2014

E-tail to Omni: Pro-Direct Store

Pro-Direct, London

In a bid to create a seamless and entertaining omni-channel retail experience, UK-based sportswear e-tailer Pro-Direct is merging the best bits of its physical and digital assets in its first bricks-and-mortar store. Located just off central London's vibrant Carnaby Street, the 1,500 sq ft shop stocks football footwear from mega brands including US giant Nike and German labels Adidas and Puma.

The space has been specifically designed to pull elements of the brand's e-commerce directly into the physical store space – via dynamic screen displays that are updated with its website content in real-time. The aim is to give consumers a comparable experience – aesthetically and content-wise – wherever they choose to shop. Designed by British retail agency Greenroom, the store also features interactive touchscreens, which enable visitors to browse the retailer's full range of products.

Paul Mynard, Green Room's creative director, said: "We faced the unique challenge of creating a high-street presence for an established digital brand which reflected this wealth of information and product. By placing digital at the heart of the store – through digital window displays, product merchandising and immersive, interactive content – we have been able to engage the modern, tech-savvy consumer."

The retailer is also digging into its digital arsenal to improve in-store service – with the development of a beacon-connected mobile app. This will enable in-store staff to access information about consumers' shoe sizes as they approach the store, and send individually tailored product suggestions.

For more on the innovative use of beacon technology in retail, see our Sales-Boosting Beacons report. See also E-Tail Gets a Physical Presence, Immersive Brand SpacesThe Omni-Channel Store Space, part of the Future of the Store Industry Trend and Sports Retailing Reinvented.