Dynamic In-Store Marketing Powered By In-The-Moment Location Visitor Analytics.
marketing needs to be targeted to be effective.
Japanese fashion brand Uniqlo took the world by storm, rising to be the second largest retailer in the world just a few years after breaking into the Western markets. New stores, new customers, and massive scale all present opportunities and crisis alike, which the Japenese have a word for: Wéijī. In this Wéijī situation Uniqlo USA found themselves, they tapped the founding members of Polyform to help with a new vision for a connected store that combined the analytic & marketing power of an e-commerce site, with the in-store experience that had made Uniqlo famous.
customer analytics paired with tailored content.
Collaborating with the Uniqlo USA team in New York City the team toured the flagship stores in search of opportunities for improvement. We discovered that in-store marketing was handled by paper board posters propped up on easels outside and around the store. Our Discovery Process concluded that these marketing boards were largely ineffective and despite Uniqlo being the 3rd largest retailer on the planet, they had virtually zero data on their in-store shoppers.
With this in mind we aimed to create an in-store experience that identified WHO the shoppers were as soon as they entered the store and aimed to present marketing messaging tailored to them.
END TO END analytics & INFLUENCE
Our Design Phase for this module of the Uniqlo Connect System was extensive, beginning with designing and installing visual sensor arrays around stores to heatmap customer movement and also gather non-identifying analytic information such as height, weight, clothing size, sex, and 20+ other metrics. We used those metrics to serve up tailored marketing messages around the store via a management software we called Uniqlo Go. To display these messages we designed custom “Easel” display units that would rotate messaging based on who the system thought was passing by at any moment.
BIG IMPACT ON STORE & Brand
The Uniqlo Connect system, composed of our smart try-on mirror, endless aisle kiosk, targeting marketing easel, and in-store visual sensor system for heat-mapping and customer analytic gathering integrates inventory management systems online and in-store with rich & live visitor data for a hyper-targeted shopping and information gathering CX.
The system proved SIGNIFICANT cart-size improvement throughout pilot stores, leading to a shift in strategy that’s impacted the entirety of North American Uniqlo locations.