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Marketers at Canada’s Holt Renfrew Centre have to be quick if they want any chance of grabbing shoppers’ attention. With 13 million visitors annually, the centre has no trouble maintaining high footfall. However, its configuration as a thoroughfare makes converting visitors into shoppers an ongoing concern. This past 26th March through 5th April, marketers used interactive display modeling to stop passersby and entice them to take a few moments to discover the centre’s spring fashion collections.
"This type of show was selected as it could involve all of the retailers, and the centre is limited on space. [It] does not have a specific area to trap shoppers in," explained Tamara Colodny of The Idea Workshop.
"Also, during the lunch hour, passersby are so limited on time that [any promotional effort] needs to be clean and quick for them."
Models equipped with signage and retail information posed on raised platforms, bringing spring trends to life.
Shoppers were not only able to view fashions and accessories from virtually every retailer in the centre, but they could also ask questions about the products and see how these could be mixed and matched.
The models kept the unconventional show dynamic by transferring between the platforms, changing outfits, interacting with shoppers and promoting the centre’s Hottest Trends Style Guide, copies of which were available at each platform.
Holt Renfrew Centre used a similar scheme successfully last December to highlight holiday fashions and, encouraged by the positive consumer feedback and increased retail sales after this latest campaign, the centre has already begun planning its interactive display modeling programme for this autumn.