Objective – To use the store front as an immersive screen, using emotive travel imagery that will attract attention and bring smiles to customers’ faces.
My role – I led the Holiday Design Store (HDS) project from inception, strategy and business case, to design, technological development, training, delivery and promotion; engaging people around the business to help deliver the end result, but with only one IT project manager fully assigned to the job.
Note: I worked with 2020 to design the concept and Omnifi who developed the required software.
Solution – This massive video wall on the outside of the shop is there to inspire customers, bringing a smile to their faces as they see fantastic holiday content. Even if not currently looking for a holiday, the aim is to attract customers’ attention, turn their heads and remind them Thomson are here and provide a positive brand experience even if they don’t come into the store.
Outcome – In 2014 circa 40 million people visited Bluewater shopping centre per year, the immersive screen communicates a positive brand impression for customers just passing by and drives improved footfall through the entrance, by initially slowing customers down and encouraging them inside to explore other interactive features.