But this isn't just static digital signage. The iPads will be “strategically positioned” throughout the store and feature content relevant to items for sale that are in close proximity.
This would include not just items for sale, but style suggestions and other marketing messages. Control Group, a consulting firm that designed the system for Kate Spade, says the iPads will also feature user-generated images designed to “encourage engagement with the brand and its products.”
The iPads are being positioned at Kate Spade’s flagship store in Tokyo, which just opened on March 2nd. The company says it plans to include the iPad signage to its other retail stores – both in the US and Japan – throughout 2013. It has over 80 retails stores throughout the U.S. The iPad system is being deployed specifically in new Kate Spade Saturday stores.
“What we’ve done with Kate Spade Saturday is less about point-of-sale marketing and digital signage and more about brand immersion in a new era of retail,” said Colin O’Donnell, a Partner at Control Group.
“The new shopping experience is designed to increase dwell time, encourage more social shopping, and provide easy access to product information.”
Kyle Andrew, senior VP and brand director at Kate Spade, said the retailer wants to make the in-store experience “as rich and innovative as our web site, and this will be an important component of achieving that goal.”