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Left and Adjacent Page: designLSM places significant focus on an entertaining atmosphere for customers in the plans for a new Lacoste flagship.


Below: Debenhams has recently upped its investment in customer satisfaction with the help of Emphatica, and Tensator’s Virtual Assistant is always smiling and ready to greet guests entering a store.


greet attendee’s at New York’s National Retail Federation 2012 exhibition. “Retailers travel from all around the world to learn about the latest developments in retail technology at Retail’s BIG Show,” explains Susan Newman, Senior Vice President, Conferences for National Retail Federation. “The Tensator Virtual Assistant is exemplary of the kind of innovation our attendees expect to see. The projected imaging grabs your attention and the surround sound speaker system ensures you hear the messages above the show noise. Welcoming, always on, and never tired, the Virtual Assistant communicates consistent, precise and essential show info to a multitude of people at the same time continuously.” The Virtual Assistant is an excellent option for retailers who want to offer their customers instant access to any information needed about their store in an innovating and entertaining way. Keeping customers entertained doesn’t


need to be functional in order to generate sales. For some brands, offering entertainment that doesn’t relate in any way to marketing can be a key way of attracting customers. Lacoste have recently enlisted the help of designLSM to implement a brand new Knightsbridge flagship concept, which will be the largest Lacoste store in the world. Work began on the store in mid-January, and a number of added entertainment features were included in the plans. Although at this stage it’s not certain that the finished store will exactly replicate the original plans, it is still clear that providing added entertainments was a key consideration when designing the store.


As well as the insertion of entertainment in


the form of things for customers to do in shops, retailers are also changing the way in which they use media in store. The medium is now recognised as a key to the success of brands, complimenting brand image and therefore generating sales. Now more than


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