Adidas Golf deploys reactive tech to engage, inform shoppers

Adidas Golf was looking for new approaches to draw customers into their retail space and learn about their products, without relying on the floor staff to articulate the many specifications of their unique Adidas Golf shoe models.

So branding and design firm Shikatani Lacroix worked with display technology and software solution leaders to deliver a digital display that would inspire golf players to purchase Adidas Golf footwear. Customers can view product details by simply lifting up a shoe: With internet connectivity to be controlled remotely, the deployment leveraged low-cost light sensors to trigger a content mix to appear on LCD screens as customers handle the products. Upon lifting a second product, the screen splits, allowing customers to compare.

Additionally, the content included footage of pro golfers using the products, and animation of the technology behind the shoes. The content can be easily changed, provisional on Adidas’s current promotions, and are easily adaptable across Adidas Golf’s reseller network.

The rich animated content and detailed product information helped adidas Golf shoes stand out on shelves, immersing customers in an interactive Adidas brand experience. The newly designed display provides a personalized, golf-themed retail experience that gives Adidas Golf a method of showcasing their forward thinking, while simultaneously differentiating their golf footwear from competing golf footwear displays.

The system was installed on two modular shelf display formats. The first is secured to a slat or grid wall, while the second uses casters (i.e., wheels) for mobility. The shoes sit on four platforms, illuminated by LEDs and equipped with light sensors, sothat when the shoes are lifted, specific digital signage content is triggered on a 42-inch, commercial-grade digital signage display. Supplementary shelves highlight other available shoe colors. The initial phase of the rollout spanned eight locations across Canada: University Golf Club in Vancouver; Golf Town stores in Calgary and Burlington, Ontario; Glen Abbey Golf Club’s TaylorMade Performance Lab in Oakville, Ontario; Islington Golf Club in Toronto; and Adidas’ own corporate store in Woodbridge, Ontario, performance store in Toronto and outlet store in Ottawa.

Watch a video of the system, below: