US shoe brand Skechers has launched its first permanent hologram shopping experience at its store in Manhattan Beach, Los Angeles. The experience brings Skechers brand ambassador Howie Mandel ‘to life’ through an interactive, immersive 3D hologram installation.
The installation is said to be one of the first permanent proto-hologram installations in a footwear retail environment. With this experience, Skechers is opening up a new avenue for in-store storytelling. Customers can interact with a life-size hologram of the Canadian TV host and comedian, take a ‘proto-selfie’ with him and access a special promotion.
The launch of the 3D hologram follows the start of Mandel’s partnership with Skechers. Before becoming a brand ambassador, he walked into a Skechers store, took a selfie and joked that he should get a discount for representing the brand. This joke turned into a partnership. Customers can now relive this moment by taking their own selfie with Mandel’s hologram.
The hologram installation combines entertainment, technology and retail. It is another example of how brands and retailers are experimenting with new technologies. This is how they transform physical stores into engaging, technology-enabled experiences. According to Skechers President Michael Greenberg, the new 3D hologram installation is just the beginning. He hopes to introduce them to thousands of Skechers stores.
“We love technology. Skechers is a technology company, so it’s only natural for us to push forward with new technologies,” Greenberg said at the launch event. “Retail is theater and we’re excited to see how technology can improve it. The prototype is just the beginning of what this technology and other personalities can do.”
The hologram operating system is capable of complex AI-powered interactions. Brand ambassadors can also appear live in the proto-unit and interact with buyers in real time. At the same time, AI avatars can hold conversations in any language. Other brands that have already used in-store holograms for unique, immersive experiences include Nike and Puma.
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