Client
Merrell
Location
UK, JD Sports
Services
Consumer insights, customer journey planning, experience strategy, brand activation
Brief
Merrell is back with an impactful new positioning that celebrates the simple power of being outside with everyone. Famous for its thoughtfully designed and rigorously tested products, Merrell asked us to help orchestrate its exclusive debut at JD Sports - the notorious King of Trainers. Tapping into the sense of community that Merrell and JD Sports both hold dear, we created an immersive launch zone experience that fuses Merrell’s expertise in the great outdoors with the urban playground of JD Sports’ fashion-forward consumer.
Approach
Merrell is here to get more people outside together. For a walk or a hike. Across a mountain or a the streets. Simply put, those real life moments that bring people together. We executed this in-store with a digital launch zone that blends the consumer’s desire for engaging experiences with Merrell’s expertise in the great outdoors. Inspiring customers to ‘play at life’, the in-store experience fuses natural materials with digital technology, presenting Merrell’s product as the ultimate accessory.
Linear light battons illuminate products to create an impact in-store and mirror language from city life that will resonate with the JD consumer. Natural materials are contrasted with digital technology to communicate Merrell's expertise in the great outdoors and superior product innovation.
Customer Journey
Located in the centre of the store, the monochromatic launch zone is set on a matte black platform with an attention grabbing combination of natural materials, digital screens and a pop of Merrell’s signature orange. On either side of the entrance, key products are heroed on stone effect podiums, illuminated by vertical LED light tubes and backed by pixel mesh panels with motion graphics. Recycled materials are used throughout and the launch zone structure can be repurposed for future activations.
Nature meets digital tech
Within the launch zone, simple actions trigger immersive experiences. Removing product from the podium activates on-sceen content showcasing the superior technicality and innovation behind Merrell footwear. As well as providing inspiration on how and where it can be worn, whether that’s hiking in the great outdoors, exploring the canvas of the city or everyday life.
Footwear-focused imagery and motion graphics capture movement and detail - the journey Merrell wearers are taking.
Omnichannel & OOH
Not overlooking the importance of omnichannel integration, we implemented QR code powered interactions that create a seamless connection between Merrell’s retail presence and online channels. This simple execution facilitates non-intrusive data collection, drives traffic to online platforms and provides easy access to educational product information.
Simple product interactions trigger on-screen content that educates the customer about the product innovation, benefits and the Merrell brand.
