CONTEXT AND CHALLENGE
Home of internationally renowned fashion designers like Marie Saint-Pierre, Dubuc and Denis Gagnon, Montreal has experienced an upsurge of the more high-end fashion industry in recent decades. Small compared with New York, Paris or Rome, the city has a very crowded downtown area where most of the high-end fashion brands can be found, allowing busy urban workers to find what they are looking for within a small area.
Despite having the broadest range of high-end fashion boutiques and brands in Montreal, Rockland Mall is established in a remote area of the city and can be a forgotten destination when it comes to fashion shopping. With a trendy female audience seeking innovation and looking for the latest fashion trends, Rockland needed an edge to steer the audience away from their downtown-centric shopping habits.
INSIGHT AND CONCEPT
High-end fashion isn't just about buying the most expensive items; it is very much about matching the items and delivering a high-end look. But how can fashionistas shop to create the perfect look if all the items come from different stores? Until now, the only way was to shop for them separately and match them at home, hoping that the match would, indeed, be perfect.
This insight led us to believe there was an opportunity for a new shopping experience, an experience no one other than Rockland could offer. We asked ourselves: how can we optimize the mix and match experience? We realized that Rockland's most distinctive strength resided in the simple fact that its boutiques, unlike its downtown competitors, are all located under the same roof and thus, could team up to better engage shoppers.
We decided to create an interactive shopping module that allowed users to match featured Rockland items as if they were at Michael Kors, Judith & Charles and Birks simultaneously. We called this interactive shopping experience the Moodbox Experience.
Blending interactive technology, design and fashion content, the Moodbox Experience features a wide selection of items from Rockland boutiques and allows users to match them, create a look and print it to find each item on a Rockland map.
Thanks to a Kinnect depth camera that allows for human skeleton detection and motion tracking, the Moodbox user experience adapts to each participant's movement flow, height and technology knowledge. It showcases an innovative way of interacting with screens, inspired from kinetic gaming, and integrates physical and virtual environments almost seamlessly.
Other functionalities include instant prize distribution, Facebook and Twitter sharing of looks and navigation history management.
RESULTS AND IMPACT
The Moodbox was welcomed with enthusiasm by Rockland users and fashion journalists. In less than a month, more than 2,000 fashionistas experienced it, with more than 73 users/day at peak periods and a 63 % conversion from interactive shopping to printing, sharing and/or shopping. Time spent averaged an impressive 3:02.