Adidas’ ground-breaking adiVERSE Virtual Footwear Wall, created by branding, environment and interactive design agency Start JudgeGill, has received what it considers to be an Oscar in the retail world, the Business Innovation Award in the Etailer of the Year category of the World Retail Awards.
This was the 5th Oracle World Retail Awards, celebrating the best of global retail. An awards dinner was held last night (27 September 2011) at the prestigious German Historical Museum in Berlin and brought together over 500 leaders from the retail industry to recognise the brightest and best.
Dave Judge, executive creative director at Start JudegGill, attended the awards along with Chris Aubrey VP of Global Retail Marketing Sport Performance, adidas AG. Dave said, “We have shown the whole of the retail world how to bring together the digital and physical world in an experience that is meaningful and visceral.
“We have proved that change can be beautiful and that was why the judges gave us the award.”
adiVERSE is adidas’ revolutionary new interactive, real-time rendered product installation for retail. Created in partnership with Intel, it demonstrates adidas and Intel’s shared vision of a ‘connected retail’ world in which Start JudgeGill are leading global consultants.
The tool combines the best of retail with the best of digital to offer an enhanced shopping experience by bringing shoppers the product they want, even if it is not physically available in store.
If an adidas customer needs product guidance, they cannot find the product they need or like, or they require it in a particular size or colour, adiVERSE will help shoppers find the right product for them.
This gives adidas the opportunity to offer the largest range of products in even the smallest stores, effectively bringing the flagship store range and the entire e-commerce range to every store in the world. Behind the scenes, the system is gender and age aware, helping to enhance the shopping experience by presenting relevant products faster.
adidas will further enhance its customers’ shopping experience by using adiVERSE to put the product in the context of the sport it is designed for as well as to drive deeper levels of brand and product engagement in-store.
adiVERSE will also help adidas connect into social networks out of store, thereby integrating adidas stores into the connected lives of today’s consumers.
Dave Judge added: “Working with adidas and Intel on the adiVERSE Virtual Footwear Wall has been one of the most exciting and technologically challenging projects we have ever had the pleasure of working on, in all of our many years of brand, digital and retail experience.
Start JudgeGill are developing many ‘connected retail’ projects for a number of blue chip retailers around the globe as this ‘rebirth of retail’ reaches its tipping point and retailers have to plug in to their customers’ connected lifestyles.
We believe that the future of retailing lies in bringing together the best of digital media, interactivity, and product presentation to offer extraordinary and complimentary retail experiences in store, of which adiVERSE is a perfect example. We truly believe innovations such as this will not only drive sales, but will radically change the face of retailing and the way consumers interact with retail brands and their products.”