NET-A-PORTER launches new window shop
We’ve all been there. Stood out on the street outside a shop thinking ‘what the heck should I buy when I walk through the doors?’. Well, NET-A-PORTER seem to think they have solved this age old conundrum. By installing an interactive window globally in their key stores, users can download an app and view the contents of the store… right from the window! Yup, you heard it right. No longer do they have to physically walk through the door to buy that new dress. They can make their selection while outside!
Is it me, or does a window installation such as this completely miss the mark? You could argue that you have already got the consumer to turn up at your outlet. Why add another barrier to stop them actually walking through the doors? On top of that, why wouldn’t I simply use the specially made app from the comfort of my home, instead of waving it around outside the shop like a bit of a prat? Of course, there’s some nice tech going on here, and I’m sure a handful of people will find it useful, but the locality of the installation is completely wrong. The reason that the Tesco Augmented Reality posters were so successful was that they took shopping to where the consumer is, in subways across Korea, not simply at the entrance to the shop.
What do you think? The future of shopping, or something many will simply fail to see the use for?