In an effort to blend real-world shopping experience with eCommerce and digital influence, these clothing rails also display the number of likes the items below have received on social media. This initiative is part of the O2 Business campaign dubbed 'Digital Communities.' The English organization decided to install the digital clothing rails in department store Tyrers in St Helens.
Tyrers was chosen for this project due to their status as "Harrods of the north." The boutique fashion retailer received a digital makeover just in time for the Christmas shopping season. The live-feed rack is customized to light up relating to the garment's online popularity. This gives customers the ability to see how outfits are being received immediately.