I look at the retail platform and see endless amounts of opportunity. Most POS structures are just that. Retailers seem to have a huge blind spot for the most important factor in consumer purchase intent. But things are changing. Take a recent display created by Adidas. When a shopper removes a soccer ball from the station, the unit emits a small scent of leather and fresh cut grass. If a shopper takes off a soccer shoe, then the unit’s TV screen begins to show goals that were scored while wearing that particular shoe. The list goes on, but take my word for it – it was simply awesome.
In the near term I hope to see better utilization of the retail platform. If you have any great examples please send them my way so that I may feature them.
Erik Hauser is creative director/founder of San Francisco-based marketing firm Swivel Media and founder of IXMA, the International Experiential Marketing Association. He also moderates the Experiential Marketing Forum and pens the biweekly BrandAnimation column for CHIEF MARKETER.
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