Title	DIGITAL RETAIL EXPERIENCE
Brand	NIKE
Product/Service	CUSTOMER JOURNEY
Category	H02. Branded Tech off-line (incl. Digital Installation/Exhibit)
Entrant Company	DEMODERN Cologne, GERMANY
Advertising Agency	DEMODERN Cologne, GERMANY

Name	Company	Position
Alexander El-meligi	Demodern Gmbh	Managing Director
Nico Zimmermann	Demodern Gmbh	Interactive Creative Director
Tobias Soffner	Demodern Gmbh	Project Lead
Robert Girvin	Demodern Gmbh	Ux Designer
Florian Gläser	Demodern Gmbh	Designer
Kjell Wierig	Demodern Gmbh	Designer
Christopher Brinkmann	Demodern Gmbh	Creative Developer

Creative Execution

We crafted three interacting terminals: A multi-touch, multi-user wall displays campaigns, products and social media bursts from Facebook, Instagram and Youtube, soccer rankings and scores. Customers can push content to their smartphones and leave their mark by taking selfies which a custom hashtag. A retail kiosk with a 65 inch touch display enables to customize and order products. Online purchases are completed on the smartphone; in-store purchases via connection to the cash desk. An 65'' interactive surface with multi-touch makes products comparable with real-time availability, enriched with videos, statistics and data. Product detection is informed through RFiD paried with 3D-cameras.

Analytics help to improve stock efficiency and to broaden the available assortment. On heydays, more than 1,000 interactions take place, mostly in groups. For purchasing and sharing via smartphone we developed a mobile-connect, setting a new standard in the customer journey. The setup offers a wide array of content to be displayed in the future, A/B-testing and featuring events, offerings as well as user generated content. The prototypes will be amplified further on. Today's insights will inform the strategy in future. Our project closes the gap between two worlds that have been separated for far too long.

Aware of how today's consumers are utilizing both the digital and physical worlds; we sought to create a new retail experience which combines retail store, eCommerce and mobile seamlessly. After evaluation of the customer journey, we set the goals on crafting an integrated omni-channel strategy. The key task was to develop and install terminals, communicating via an underlying infrastructure. The terminals are integrated with the store's ERP catalog and eCommerce shop to inform real-time product availability. Design and development focusses on performance and usability as well as stability. Animations and videos perform in Ultra-HD with 4k. The mobile-connect feature is gained via a captive portal. This solution allows for flawless integration with the retailer's mobile app. Customers' smartphones connect to support their journey as they move through the retail environment. Connected users can receive content via a simple shake of their smartphones.