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GETTING A KICK OUT OF DIGITAL FASHION

KICKS is the leading cosmetics retail chain in the Nordic region with a wide range of makeup, scent, skin care and hair care with over 250 stores.

BACKGROUND

For their new flagship stores, KICKS was looking for a fashionable, modern, digital feel. KICKS wanted to enhance the shopping experience while also offer suppliers and partners with a flexible and modern tool for instore digital communication.

KICKS in Göteborg marked the start for the new exclusive flagship stores in the Nordics. In the store you meet prestige fashion brands like Jo Malone, La Mer By Terry and Hermès mixed with new trendy brands like Buxom, Smashbox and LH Cosmetics by Linda Hallberg.

SOLUTION

Kicks and Visual Art created a digital network based on customer flow analysis to get the right message across at the right time of day. The tool included a price matrix so partners easily could choose when and how to promote their products.

The high impact screens created a greater store experience with a clear ”wow feeling”, where digital screens are an integrated part of the new flagship concept.

The system works with clearly marked, integrated zones guiding the shopper trough the store, much like the ”beacon and bridges” solutions in the stores.

The digital concept can easily be scaled up and operated in all stores from a central location.

RESULTS

Leading fashion brands appreciate the combination of creativity and culture. Through the new digital network, all providers can book different areas or spots with high flexibility. It is very easy to calculate an ROI.

The stores are regarded as modern and adds to the feel of vibrant fashion. In store staff are excited by the new concept who inspires consumers as well as staff. Digital signs delivers 144% higher attention in store compared to traditional signs.

“Our flagships will blur the boundaries between digital and physical stores. We want to show our overall breadth, and offer “extra everything” both in terms of products and services, ” says Gina Azaric, Marketing Director at KICKS.

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