inurface brings tech to new Sports Direct flagship store


This article is brought to you by Retail Technology Review: inurface brings tech to new Sports Direct flagship store.

Sports Direct’s new concept store on Oxford Street is claimed to represent a new age in bricks and mortar retail. The space has been transformed into an experiential hub for customers with technology never seen before within this setting.

Frasers Group has worked with inurface media to develop a new concept space boasting innovative, intelligent technology for the benefit of both customers and staff.

Occupying 50,000 sq. ft., the store will host the most LED, digital and interactive technology on Oxford Street. A true flagship venue with the aim of ensuring the space is an immersive destination and not just a store.

Visually striking and engaging to passers-by, the journey continues as customers enter into the store. Upon entering the store customers are greeted with rotating LED pillars, an LED floor to ceiling wrap reveal, LED plinths, LED rafts and LED tickers. 

Spread over 4 floors, customers are wowed by touch screen tablets, interactive displays and huge video displays totalling over 100 million pixels. Each display is powered by intelligent data driven technology to enhance the customer experience.  This digital array enhances Sports Directs offerings, giving customers the chance to physically experience Sports Direct, and the many brands it offers, all in one location. 

Working together with partner company We Are Interact and creative design agencies The One Off and Brinkworth Designs we used digital technology to help transformed Sports Direct as a whole, as well as individually working with brands such as Adidas, Puma, Nike and Under Armour. 

Here are just four examples of many innovative installs:

  • Rotating LED pillar window displays, with the ability to function as 2 largescale LED screen displays or 8 individual rotating LED pillars that rotate in one fluid motion to display animations symmetrical on both sides. A one of a kind in the industry and never before produced on this scale in a retail environment.
  • A kids selfie mirror allows children to virtually appear in their favourite team kit and use snap mask filters to take still images and boomerang selfies using intelligent technology. Users can then send the content to a personal device to take away with them.
  • A bespoke jump booth will play on users sporting competitiveness and measure just how high they can jump using body recognition technology. The installation then creates a slow-motion playback and allows individuals to cement their positions on a leader board and take the content away with them.
  • Lift and learn technologies allow users the opportunity to physically interact with products. When the user lifts the product, digital content is triggered on LED screens to provide the user with information about the product. 

In addition to these immediately visible installations the store also boasts a whole underframe of technology which ensures the smooth, and intelligent, running of the operation. These installs allow the Sports Direct team, both in store and from head office, to act on the information gathered and edit accordingly to ensure visits are converted to sales. 

Intelligent displays mean visuals can be instantaneously changed based on reactions from the viewer. Heat mapping can also be analysed through our in-store camera system allowing for ongoing monitoring and modifications to gain the most out of the space available. Understanding customer flow, dwell time and metrics such as age, gender and mood is key for future store planning and gaining deep insights into customer habits.  

The store is reflective of a new age in real life retail where bricks and mortar stores need to move away from the traditional to encourage people away from internet and alternative shopping methods. Sports Direct are leading the charge investing in this new store and the technology within that will support their brand now and into the future.

Josh Bunce, CEO of inurface media, said: “Working with Sports Direct always allows us to push the limits and experiment which means the end results are exciting, unique and ground-breaking in their field. With the Oxford Street install we have created bespoke installations and pushed technologies to their max to deliver the ultimate customer experience. It’s an exciting time for the changing face of retail and we can’t wait for our technology to be in the centre of it.”

Michael Murray, Group Head of Elevation at Sports Direct, adds: “inurface media have helped us channel our new vision and purpose into creating a globally recognised retail destination filled with digitally immersive technology. The addition of interactive digital touchpoints transforms our store into a true experiential hub. This new flagship revolutionises the way we shop for kit and reinforces our position as the leading destination for sport.”

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