SEEN & NOTED: NUREMBERG, GERMANY — NEO, a new casual sportswear concept from Adidas aimed at teenagers is currently being tested in Germany. Adidas' NEO collection features bright, energetic designs to appeal to younger consumers. The new concept stores are being test marketed in 10 locations across Germany after completing successful tests in China and Russia.
NEO's Nuremburg store location features an interactive digital signage storefront that enables shoppers to use their smartphones to browse for the latest fashions by Adidas without using an app or scanning a QR code. The new storefront window is a fully functioning virtual store. Shoppers interact with the interactive storefront by touching hotspots on the window that provide additional product details and then they're able to purchase items directly using their smartphone.
Shoppers begin the process by entering a simple URL into their smartphone and typing in a one-time PIN code. When completed, the shopper's mobile phone is interlinked in real-time with a virtual shopping bag on the interactive storefront window showing a live view of the bag's contents. Shoppers can then drop products into the window's shopping bag for purchase and the information then instantly appears on the user's mobile phone. The shopper can then edit their product details, save product selections for later consideration, make an immediate purchase, or share their selections with friends through social media channels or email.
The adidas Shopping experience is now live at the NEO store at Breite Gasse 46, Nürnberg, Germany. The Adidas Window\Shopping experience was developed in a co-operation between adidas and TBWA\Helsinki, part of the TBWA Worldwide network.
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