adidas unveils ‘Virtual Footwear Wall’

The VFW allows customers to view the entire adidas product range.

German sporting giant adidas has installed what it claims is the world’s first retail ‘Virtual Footwear Wall’ (VFW), at its flagship store on London’s Oxford Street. According to the company, this will allow consumers to shop via a ‘fully immersive experience’ and check information on the entire product range. The VFW uses four 46-inch high-definition displays with a single infrared touch-screen and precision real-time 3D-rendered products to present what has been termed a ‘virtual shelf’. It is said to allow customers to view an image of the product from multiple angles, zoom in to see detail and obtain additional information, as well as watching supporting video material.

Selections made on the VFW are transferred via a server to another Windows-based application to enable members of staff to assist the user and complete the transaction. The VFW also integrates with the Intel AIM suite which can provide the retailer with data collection and audience measurement metrics.
“Until now, limited retail space has restricted customer’s in-store choices, but the Virtual Footwear Wall has been designed to give our customers more choice at all of our stores – however big or small,” commented Chris Aubrey, Vice President of Global Retail Marketing at adidas.

Publishing Data

This article was originally published on page 3 of the December 2011 issue of SATRA Bulletin.

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