By Aimee Chanthadavong

The first of its kind was seen in South Korea when Tesco Homeplus took shopping to subway platforms through QR coded shopping posters.
And now a similar concept has been launched by fashion retailer Sportsgirl with Window Shop.

The activity will replicate the Sportsgirl website in real life where key products will be presented across large billboard-style displays. Customers will be able shop from their mobile or iPad using the already established Sportsgirl QR code system.

Prue Thomas, Sportsgirl strategic brand manager, told RetailBiz Window Shop will be another channel for the company to provide customers with a 24 hour interactive shopping experience.

“We realised we had a number of different channels at our disposal and wanted to create a shopping experience that we know our customer had been asking for- something that met her needs while on the move and also delivered a fun and interactive brand experience as well as delivering her a shopping fix,” she said.

The product lines on display will be changed weekly so it’s in line with deliveries to its stores and online store. Meanwhile, all mobile orders will be dispatched also containing a gift with every single purchase, just like how its online orders are done.

The Window Shop program has been launched at Sportsgirl’s Chapel Street site in Melbourne. It will be rolled to Sydney and nationwide in coming weeks in random spots taking the form similar to that of a billboard. Sportsgirl’s Paddington store in Sydney will be the next site.

According to Thomas, the program is another reflection of the company’s drive to integrate its online business with its physical stores.

“We don’t see it as revolutionising the shopping experience, it’s more of an enhancement and another way of serving our customer wherever, whenever and however she wants to shop- her interaction with us needs to be on her terms, it’s our responsibility to deliver her all the options!”