As consumers continue to remain wary of excessive spending after four long years of recession, retailers are having to pull out all the stops in order to attract a higher level of footfall as a means of lifting sales. This has seen many unique concepts launched across the UK. The latest comes from sportswear brand Adidas which hopes that the launch of its first concept store in the UK will be a testament to the power a gimmick can have upon consumer spending power.
The store, which officially opened at Bluewater Shopping Centre in Kent last week, attempts to create a completely interactive experience for customers by using new technology and surround sound in imitation of a busy sports stadium. It is one of only two of its kind in the world – the first launched in Beijing earlier this year and has so far received a hugely positive response.
Known as a HomeCourt Store, the 5,484 square foot commercial space is loosely based around the theme of football as a means of linking Adidas to the World Cup which will take place this summer. As such, customers enter the store through a stadium tunnel and are immediately greeted by an array of football shirts from teams and countries around the world.
Rupert Campbell, Adidas UK Own Retail director, believes that the themed store will be a hit with Bluewater’s existing customer base.
He says; “We’re committed to constant innovation within our retail space, looking for ways to offer our customers a unique shopping experience.
“We are really excited about our HomeCourt concept as it gives consumers the opportunity to experience the entire breadth and depth of the Adidas brand in a sports performance led environment.
“Bluewater was the perfect destination for the first store of its kind in the UK due to the vast customer base that it services across the South East and the already premium shopping experience it offers.”
The centrepiece of the store is an impressive Adidas Shoebase display, designed to help customers find the right fit and design of sports shoe for them. It consists of a bar featuring an interactive table, with two large touch screens at either side to allow consumers to browse quickly and efficiently.
Adidas has created a wealth of marketing opportunities to tie in with the store’s opening, giving customers the ability to meet West Ham players, win money through competitive events and receive a 20 per cent discount on a specified day. A Kiss FM DJ was also present on Friday 18th April to host a live show, generating local publicity and further driving customer footfall.
General Manager at Bluewater, Robert Goodman, says; “Adidas’ selection of Bluewater for its first HomeCourt store in Europe is a great endorsement of our position as the first choice destination for leading international brands wishing to create statement stores.
“The concept is quite unique and will make a significant contribution to the experience for guests.”
Do you think more retailers should make use of interactive shopping experiences in this way to drive sales and footfall levels?
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