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The future of retail lies in bringing together the worlds of digital and retail to offer extraordinary in-store customer experiences. Unveiled at the 2011 National Retail Federation Expo in New York, this interactive, real-time rendered product installation for adidas demonstrates UK brand agency Start JudgeGill’s belief in “connected retail.” The experience brings shoppers the products they want, even if they’re not currently available in a store, and gives adidas the opportunity to offer its largest range of products in even its smallest stores. Behind the scenes, the system is currently gender- and age-aware and presents relevant products faster; adidas will eventually enhance the shopping experience by placing products in the context of the sport for which they’re designed. Once the success of the adiVERSE system for footwear is tested and demonstrated, there are plans to expand to apparel and accessories, in stores worldwide.

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