Tuesday, January 18, 2011

adiVerse – Retail Future or too much hype

Adidas, in collaboration with Intel, has just released a new entry into the retail shopping experience with the adiVerse Footware wall.

Designed to help shoppers choose from the full range of Adidas shoes that can't be all stocked in store, the wall provides an impressive range of shoes with information on what surfaces the shoe can be used on, what other people are saying about the shoe on social networks and detailed specifications.

While the wall looks impressive and will no doubt be a hit with shoppers from a wanting to "play" with it point of view, it will be interesting to see how effective it is in creating sales. Obviously there will be a limit to how it can be used and by how many, and then there are those who want to try the shoe on first. But with the right fulfilment and being able to determine the right size in the store, this is likely to be a fun way to buy shoes, without the need for the store to stock them.

I'm sure there will be many more virtual shopping experiences developed for bricks-and-mortar stores. Given this is a collaboration with Intel, it's the start new dimensions on the store floor.

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