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Brief Published: 29 Oct 2014

Kate Spade: Shoppable Hoarding

Kate Spade, New Jersey

Offering a teaser of its latest opening, not to mention monetising an otherwise out-of-commission retail space, New York fashion label Kate Spade has created a personalised shopping opportunity by embedding touchscreens within a construction hoarding at its soon-to-open venue at Short Hills Mall, New Jersey.

Attuned to the brand's playful demeanour, the words Let's Play are positioned within supersized arrows at either end of the hoarding. These point to a suite of box windows featuring products and four accompanying touchscreens that invite consumers to take a short personality quiz, with questions such as: "Do you like shoes that sparkle a little or a lot?"

A fifth screen displays a personalised style statement, including a selection of products – recommendations generated by the answers to the quiz. Participants are subsequently invited to enter their phone number or email address to have the product details sent to their phone, along with a coupon for free one-day shipping, in order to continue shopping on their mobile device. The entire experience can be completed in less than 30 seconds.

The digital storefronts were created in partnership with The Science Project – a New York-based agency specialising in creating imaginative omni-channel retail experiences. The group has previously developed interactive holiday windows for US department stores Barneys and Saks – see our report Digital Christmas 2013 for more.

In addition to making smart use of the otherwise dead retail frontage, the brand is also able to use the concept to pool more data on local customers for use in subsequent launch events and promotions.

The shoppable hoarding is slated to travel to New York and Florida later this year.

Read more on the value of digital storefronts in E-Tail Gets a Physical Presence, Virtual Stores & Media Facades from our Anywhere Retailing Industry Trend, eBay x Kate Spade's Digital Shop Front and Media Facades Summit.