Polo Ralph Lauren adds twist to window shopping
Polo Ralph Lauren Corp. is taking
impulse shopping one step farther with technology that allows passersby
to purchase clothing they see in the windows of one of its New York
stores by tapping on the glass.
The Steven Spielberg futuristic movie "Minority Report" inspired the window.
"I really wanted to find a way to make that amazing technology a retail reality," said company senior vice president David Lauren, in a statement.
The company is using the buzz around the display to promote its line of tennis apparel, in conjunction with its sponsorship of the 2006 U.S. Open. The company is also the exclusive outfitter of the Wimbledon tennis tournament, through 2010.
Customers attracted to the sporty tennis clothes they see can purchase them using a credit card swiper mounted to the outside of the window.
A projector beams the images onto the window pane from the inside of the shop, while a thin touch foil mounted on the glass powers the touch screen. The store plans to keep the display up through September 10, though if it succeeds in boosting sales or buzz significantly, Polo Ralph Lauren will roll out the window displays to other stores, a spokesman said.
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