3D holographs just the start of Wittner's tech plans

Wittner Shoes is utilising a life-size 3D holographic model in its Melbourne flagship store to better engage its customers and provide a “behind the mirror” experience.

The holographic window display at Wittner Shoes’ Melbourne Block Arcade store launched last week as part of the footwear brands involvement with Melbourne Spring Fashion Week.

Tony Paladino, ecommerce and marketing manager for Wittner, told B&T the activation, which runs only at night, is designed to entice the customer to visit the following day.

“It’s really about getting people to stop and think about Wittner Shoes. In the end the girl is left standing there in her underwear and it’s all about the shoes.

“It comes back to it doesn’t matter what you are wearing, if you have the right shoes on then everything looks great.”

The model in the display, created by Active Media and Events, is shown trying on multiple outfits before stripping down to her underwear. She then disappears in a burst of stars to do it all again.

The holographic window uses Black Magic Cinema Camera and Projectors to create a 3D experience that doesn’t require 3D glasses.

Jolon Cooke, managing director of Activate, said: "Interactive services including holographic displays, augmented reality and interactive projection will gradually become major trends for Australian retailers.”

"More and more retail brands are realising they need to focus on the consumer experience as well as creating engaging interactive promotions to inspire to them to physically visit stores as they fight against their nemesis online purchasing platforms."

Paladino told B&T the Wittner brand is always looking at different ways to entice and engage with customers both in-store and online.

The click and collect service co-CEO Michael Wittner spoke of at MSFW will launch either later this year or very early next year, according to Paladino who said the brand is also looking at establishing a same day dispatch for online orders.

Within three to four months stores may carry portable tablets as a “seeling tool and a promotional device”.

“Then long term we are looking at having interactive screens in store rather than just LED screens that show pictures and campaign imagery.”

Paladino said the screens could potentially allow customers to try on shoes and project images of clothing to allow them to imagine how the product would go with a particular dress or outfit.

The holograph is part of Wittner’s ‘Everything White’ campaign. The display will be in Melbourne until September 13 before moving to Sydney from September 25 to October 16.

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