Sportswear brand Asics creates in-store digital personalisation experience

Sportswear brand Asics has launched an in-store personalisation tool at its Hamburg store, Product Advisor, to bring a digital user experience in to the physical retail environment.

Created by digital marketing and technology agency Amaze, the tool uses a variety of interactive technologies, which are able to interact with each another.

Using a connected wall-mounted screen and iPad, rich 4K video, depth and motion tracking cameras are combined to attract and react to passing customers. By answering a series of questions through the iPad, customers are matched to their recommended shoe, in line with their personal preferences and current running habits.

The launch of the Product Advisor, which forms part of Asics' overarching global strategy, ‘Mix Up Your Run, follows the roll out of several other digital experiences including Foot ID, which uses a Gait Cycle Analysis Video to establish a person’s running style and a 3D Foot Mapping System to find the right shoe for the best possible running performance.

Martin Block, education and training manager at ASICS, said: “Incorporating more digital touch points within our retail stores is a key part of our strategy to create a better customer experience for all – whether they are in-store to browse or to buy.

"Retail technologies, which make bespoke selections about products, have become of increasing importance to the sports industry in recent years and the new Product Advisor now takes this personalisation to a wider community."

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