Green Room recently partnered with PUMA to create an innovative digital in-store experience and social 'hangout' space primarily focused around football obsessed teens (FOTs), their product impulses, and purchase decision-making process.
Supporting PUMA's 'PUMA FUTURE' and 'PUMA ONE' range, the installation features a unique combination of recognition technology, projection, and gaming to provide an immersive experience aimed at increasing in-store trial, brand recall and product consideration.
The boot-room installation is made up of 3 distinct moments; each with an individual role to play and designed to create an in-store experience that's rooted in football and gaming culture and remains relevant in today's digitally native landscape. The 3 moments address the selection, fitting and trial phases within the FOT's typical customer journey.
When either the PUMA ONE or PUMA FUTURE is removed from the interactive boot wall, pressure sensors recognize the item and displays interactive, product-specific content, also athlete stories, availability and a trial request. During the fitting phase digitally displayed player stats merge online content and the physical space to bring the customer ever closer to PUMA's inspiring, football brand ambassadors.
Recognizing the importance of product fit and feel, the trial phase encourages customers to put the boots through their paces, before they buy. A live leader board, recording trial data displays locally ranked scores, encouraging peer-to-peer competition and highly sharable moments throughout the entire experience.
The brand-new digital retail experience was installed for the first time at Ultra Football, a football specialist retailer based in Sydney.