Luxury department store Harrods set a new precedent for the way brands can use big data with its interactive window displays. While many companies collect data about consumer behavior, it can be difficult to know how this information translates into sales. Harrods experiment with interactive displays reveals one way that brands can tap into the power of big data.
To promote its new to Polo Ralph Lauren line, Harrods set up a series of interactive window displays. The displays were powered by mobile proximity technology, with an interactive map of where consumers could find the collection in the store. The displays also featured stickers for consumers to scan directly with their smartphone. The stickers allowed consumers to make a direct online purchase, meaning consumers could interact with the display even when the store was closed. The displays ultimately proved highly effective with 15 percent of shoppers making an online purchase.
The project demonstrates how brands can collect specific data from consumers by combining physical and digital assets in the form of in-store displays.