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Geometry UK Unveils Immersive Retail Environment The Flagship

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Agency launches permanent fixture allowing brands and retailers to prototype, test and trial tech that influences shopper behaviour

Geometry UK Unveils Immersive Retail Environment The Flagship

Geometry UK has unveiled an innovative retail environment branded The Flagship.

Packed with future-facing technologies, The Flagship is an immersive space that lets brands and retailers prototype, test and trial tech that influences shopper behaviour and purchase decisions. It’s a permanent fixture within the UK agency.

Michelle Whelan, CEO Geometry UK, comments: “The best way to innovate for growth is to experiment. The Flagship will bring us unique insights into fast-changing customer behaviour allowing us to deliver even stronger creative, effective business solutions for our clients. It’s the closest thing to reality that exists today.”

The Flagship concentrates on crafting seamless digital/physical shopper experiences for the new retail landscape currently being shaped by digital-first companies such as Amazon.

With over 15 types of technology inside a unique 3D, immersive floor-to-ceiling projection space, Geometry can recreate over 140 immersive shopping environments and experiences. For example, brand owners and potential shoppers can navigate supermarket aisles, browse in corner shops, pick and choose in specific environments like DIY stores and shop for convenience goods at petrol stations. 

With its extensive offering, The Flagship will help determine which planograms, in-store creative and technology work best by using emotion and engagement determination. This will help optimise which store layout is most likely to drive product sales and deliver category growth. 

Debbie Ellison, Geometry UK Head of Digital, said: “According to Google, the omni-channel shopper is worth at least three times that of the single channel shopper. So, the ability to seamlessly merge physical and digital retail is critical if brands are to differentiate themselves grow and become omni-channel champions.”

Clients including Claire Bheepathee, Retail Communications Manager at HSBC UK are already seeing the benefit. “Customer understanding is the cornerstone to success. Geometry’s Flagship is proving invaluable in testing, at pace, the pre-rollout of our digital-first branches."

Karl Turley, CMO of 3D solutions company Fuel 3D, is also convinced: “Digital innovation is rewriting the future of retail. Spaces like Geometry’s Flagship is key to unlocking the growth.”

The suite of technologies

Geometry UK is home to over fifteen shopper/retail technologies, curated with technology disruptors and innovators. Debbie Ellison explains that partnerships will evolve to make sure that insight, creativity and capability all remain future-focused.

The tech collection currently includes heatmapping; proximity marketing; VR retail with Oculus; gender/emotion/age determination; RFID tech; mixed reality; touch tables; virtual mirror and endless aisle; shelf-monitoring and automated ordering.

Partnerships include: ExposureAnalytics; Projection Artworks; Kantar Consulting; Appspace; Iconeme; Apache; EventsTag; VMI; Arcstream; Amazon; Google; HYPERVSN; Magic Mirror; Mishipay; Jaggu; Twistar.

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VMLY&R COMMERCE UK, Wed, 17 Oct 2018 14:26:16 GMT