Wow Stuff launches in-store concept

Firm unveils first new interactive, multimedia Science Museum toy area in Harrods.
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The toy supplier has partnered with the department store to create a fully branded area, launched earlier this month.

The section is fitted with 42” LCD screens playing demonstration videos controlled remotely via an internet connection.

The company has signed similar deals with Woolworths, House of Fraser, Fenwicks and Hamleys, which are planned to launch before the end of October. Wow Stuff is also expanding the work it does with existing retail partner Debenhams.

An academy to train 200 demonstration artists has also been set up. The staff will be employed to work across the stores in the run-up to Christmas.

By being able to control the content on the screens remotely, Wow Stuff will be able to set up promotions to run at certain times of the day. It can also use information from a weather feed to ensure that content is appropriate for the conditions that day at any site.

MD of Wow Stuff, Richard North, told Retail Week that sales of Science Museum products in Harrods increased from £500 to £4,000 in the first weekend of trading.

He said that the combined video content and live demonstrations are intended to help customers make purchasing decisions in-store, rather than going away and looking for products for less on the internet.

He added: "We are trying to create theatre in a retail environment with people and technology."

Source: Retail Week

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