New Balance Store Uses Pick-Up And Play Video To Sell

New Balance Store Uses Pick-Up And Play Video To Sell

Sports brand's new flagship outpost uses RFID to tell stories to browsing shoppers.

Piers Fawkes, PSFK
  • 21 april 2012

In PSFK’s last Future of Retail report, we talked about the system that department store LL Bean had been trialing to help shoppers make decisions about buying shoes. In that example, when a shoe was removed from its stand, it would trigger a video to play nearby to explain the story behind it, and give other additional information.

Last week sportswear brand New Balance opened a flagship store in Boston and they seem to be employing a similar feature to LL Bean. Named ‘the Line Up’ by New Balance, the experience uses embedded RFID tags to trigger content on in-store screens when shoes are picked up from a wall display.

Created by ad agency Almighty, their blog comments:

Named ‘the Line Up’ by New Balance, the experience uses embedded RFID tags to trigger content on in-store screens when shoes are picked up from a wall display, or placed on a featured display area.

Almighty’s blog also says that the store plans to have an interactive altar — a Microsoft Surface table which would recognize the shoes placed upon then and provide information about the shoe and the story behind it.




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