NEW YORK — Ralph Lauren unveiled an interactive shopping experience allowing its customers to shop with the touch of their fingers 24/7 from outside the store. Projected on the window of the Ralph Lauren Madison Avenue store is a 67-inch image featuring the latest in touch-sensory technology. Customers can shop by clicking on the window glass.
The interactive signage is being launched in conjunction with the company's sponsorship of the 2006 U.S. Open. The Madison Avenue window-shopping installation will be accessible to the public from Aug. 7 to Sept. 10 and the on-site virtual store will be open for the duration of the U.S. Open tournament.
Products featured in the window-shopping assortment include Polo/USTA ball boy/girl uniforms, linesman jackets and the widely popular big pony polo shirts. In addition, users can pick up tips from tennis pro Nick Bollettieri and read about famous feuds in U.S. Open history.
"After watching Steven Spielberg's ‘Minority Report,' I really wanted to find a way of making that amazing technology a retail reality," said David Lauren, senior vice president for advertising, marketing and corporate communications of Ralph Lauren. "We are thrilled to offer such a unique and exciting way for our customers to further explore the world of Ralph Lauren; with this initiative we are reinventing the concept of shopping anytime."
Ralph Lauren also will introduce an on-site virtual store on the club level of Arthur Ashe stadium. In addition to the 3,500 square foot store, shoppers can pick up their favorite U.S. Open fashions at three freestanding kiosks featuring touchscreen technology.
