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Calvin Klein tries on interactive digital signage at Macy's

Calvin Klein has deployed an interactive digital signage shopping experience from Creative Realities LLC at the Macy's Herald Square store in New York City, according to an announcement today from Creative Realities.

October 15, 2014

Calvin Klein has deployed an interactive digital signage shopping experience from Creative Realities LLC at the Macy's Herald Square store in New York City, according to an announcement today from Creative Realities. The retailers will soon be rolling out similar digital experiences at 18 other Macy's locations nationwide this year, the company said.

Calvin Klein is employing interactive touch display and sales assistance applications developed by Creative Realities to help shoppers as they navigate the sophisticated denim category. Taking advantage of virtual salesassistants, visitors to the Herald Square flagship location can explore the brand, shop its offerings and learn more about CK's wide range of denim merchandise. At the center of the experience is the store's 75-inch Samsung interactive touch digital signage display powered with customized content and software interfaces that promote unique user interactions.

"The collaboration between Creative Realities and Calvin Klein demonstrates modern digital marketing at its best, from both a design and deployment perspective," Creative Realities CEO Paul Price said in the announcement. "Important to the initiative was that we wanted to faithfully represent the voice and essence of the Calvin Klein brand — known for its sophisticated and modern denim styles. From the start, we worked hand-in-hand with the CK team to establish a strong bridge between their retail merchandising efforts and marketing technology systems — to seamlessly integrate the right digital elements (including Internet-based media and mobile applications) into the aesthetics and attributes of the brand. It was a remarkable feeling when the implementation was completed; we knew we hit a home run in terms of how this would bolster the in-store experience."

Strategically placed interactive displays feature streaming content and high-definition graphics that are intended to inspire customers and influence their buys, including complementary and related product purchases (e.g., a shirt, sweater or scarf). For the "mission" shoppers — consumers with a definite goal in mind (in this case, a new pair of jeans) — Virtual Sales Associates can be accessed to locate a particular size, fit, color and style in the store. These Virtual Sales Assistants leverage the store's artificial intelligence system to show shoppers where merchandise can be found by synchronizing LED lighting that emphasizes placement on shelves.

"Retail and brand leaders like Calvin Klein have a strong desire to modernize the store experience or the experience of the brand inside the store," Price said. "They recognize the importance of exploring new and innovative technologies and how they can improve customers' access to and interaction with product offerings. We see additional opportunities to expand the Creative Realities and Calvin Klein partnership in the near future and look forward to supporting initiatives further."