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Billboard, the New York Post and the Telegraph over the six months as the voting rounds unfolded with an estimated reach of more than 200 million! The innovative and interactive competition strengthened maurices’ tie with their community and introduced the brand to thousands of new fans, proving success can be achieved in the sweet spot where entertainment and retail


meet. A1: How have technological advances had the most impact on the in-store


entertainment sector? DP: PlayNetwork is at the vanguard of new technologies and consistently embraces innovative in-store techniques such as video walls and social media. One aspect of shopping which is becoming more and more prevalent is Augmented Reality. Video walls can be used to show how


www.a1retailmagazine.com


shoppers will look in certain outfits at particular events. Possibilities include trying on a dress, having your photo taken and then having the image projected onto a mock up magazine cover, red carpet film


premiere, or even your wedding day. A1:What do you believe will be the next


step for in-store entertainment? DP: The store of the future is likely to focus even more on the experiential element of shopping and equipping the consumer with as much information they need to make purchase decision. This can be in the form of supportive material, such as full product ranges to affirm individual suitability, or access to social media for peer approval. PlayNetwork has installed a ‘social sun’ feature in SunGlass Hut’s flagship Covent Garden store in London. Customers can don a pair of sunglasses and then have a picture


uploaded which can be shared on social networking sites. The device lets shoppers receive instant feedback from peers who can offer their opinion on the potential purchase. This will become more prevalent as Near Field Communications technology increases. Stores need to take their lead from the bar


and hospitality sectors, which have been extremely innovative in harnessing the power of screen media and social networking. It is increasingly important for stores to understand their customers’ behavioural patterns on social networking and to gather this data via ‘check-ins’ etc.


Contact


Play Network www.playnetwork.com T: 0203 195 0979


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A1


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