A retailer’s flagship store has to perform in two ways. It needs to sell merchandise in what is typically an expensive location, but it must also deliver a memorable brand experience to consumers. The New Look flagship store in Dublin presented a third challenge. Three-quarters of the retail space was on a lower-level only accessible via escalators. To meet these challenges New Look turned to its partner Mood Media, to provide in-store sensorial media in New Look’s company-owned stores across Europe and in its head office in London.

In order to help draw customers into the store and encourage them to go downstairs video content was placed directly over the escalators. To achieve maximum visual impact in a long, horizontal space Mood Media installed Christie MicroTiles, an innovative LED visual display technology that allowed for the creation of an extremely bright, high-resolution digital canvas. The on-screen video content, developed by Mood Media, showcases the latest product range and promotes the VIP changing rooms on the lower floor.

The VIP changing rooms are the centrepiece of a unique, interactive solution that links the customers’ in-store experience with social media. Shoppers who use the VIP rooms can have their picture taken in the clothes they are trying on. Once they select their favorite image they can post it directly to their Facebook profile so their friends can see them in their newest outfit. The photo is also then featured within the video content on the large MicroTile display. The video features a model opening a magazine to a spread featuring photos from the VIP room.

‘More and more retailers are trying to bridge the online brand experience with the in-store experience to strengthen their relationship with the consumer and build brand loyalty,’ said Claude Nahon, president of Mood Media Europe. ‘We have the technology and expertise to help our clients make this connection happen in a way that creates a rich, memorable experience for the customer.”

The final ingredient used to craft a fashion brand experience that resonates with young women is in-store music. Mood media’s music programmers – experts who work closely with fashion retail clients such as Fat Face, Lispy, Timberland, H&M and Warehouse – developed a bespoke playlist featuring a blend of original and well-known artists. The playlist creates a mood that, while uniquely New Look, is familiar to customers and sends the message that they are in the right environment.

All of the content can be updated overnight, which enables New Look to tailor content to inventory, react to market trends, and showcase new products and promotions.