Blog: Window shopping
Leonie Barrie | 21 November 2006
How many times have you been wowed by a garment in a shop window but have been unable to buy it because it’s late at night and the store’s shut? Well admittedly it doesn’t happen that often, but for fans of Polo Ralph Lauren there’s now a new way of going window shopping…literally.
Customers passing its Michigan Avenue Flagship store in Chicago, at any time of the day or night, can browse the RLX line while standing in the street by interacting with a 67” window display. Touch-screen buttons enable shoppers to select the colour, size and style of the merchandise, and once an order has been placed the information is sent by wireless to polo.com’s network. An e-mail is then sent to the shopper, where credit card information is submitted in privacy and the order completed.
It’s not just about fashion either. As well as ski tips there are live weather and ski conditions, interactive trail maps, footage from the latest ski videos, and a “First Tracks” offer where consumers can sign up to access the mountain before it is open to the general public. It seems like a fantastic idea. Not only does the experience give shoppers the opportunity to engage with the brand on another level, but there’s also a virtual window show to stop them in their tracks. I’m not sure whether it’s a real alternative to the Internet though, but a novel ideal all the same.
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