Ed Hardy uses YCD video, interactive mobile technologies in Australia, U.K. stores

Jan. 6, 2010

Ed Hardy has used YCD Multimedia digital signage technology to enhance retail customer experiences in stores in Australia and the U.K. Working with Mediaplay, YCD's channel sales partner in Australia, Ed Hardy has installed YCD solutions in their retail stores in Sydney and London.

Ed Hardy is a wildly successful lifestyle brand launched in 2004, based on the designs of tattoo artist Don Ed Hardy. The brand aims at making Ed Hardy the retail store design true to the brand with the same colorful and edgy imagery as found on everything else carrying the Ed Hardy label.

With music as a major branding tool and customer engagement and interactivity a focus for their in-store customer experience, Ed Hardy used YCD's SMS Jukebox solution to add to the in-store experience. Using YCD's SMS Jukebox, customers can choose from a selection of music and music videos, provided by Mediaplay's music services, to be played back by texting their selection using their mobile phone.

Additionally, each store uses an array of digital signage to display Ed Hardy's signature graphics (skulls, geisha girls, panthers, eagles, etc.) as well as celebrity images, fashion reels and promotions for new product lines and special offers. Included in the mix are 50-inch LCD screens, 1x3 video walls (using YCD's MuVi Wall solution) and wall projections. The content is remotely managed, scheduled and updated using YCD|Platform.

At the Rockstar Bowling Bar, additional screens are used to display food and drink specials and a separate music zone to suit the adjacent, more laid back Ed Hardy Vodka Bar.

Ed Hardy's Rockstar Bowling Bar
Ed Hardy says it plans to continue its expansion in Australia and the U.K. in 2010, and is considering adding additional digital media solutions, such as interactive touchscreen technology, to further round out the interactive customer experience.

"We are always trying to push the boundaries on what we can offer our guests in both leading technology and cool interactive experiences," said Robert Farrell, chief operations officer of Ed Hardy Australia and New Zealand. "YCD Multimedia, with their suite of digital media solutions, was one of the only vendors out there pushing those boundaries."

Topics: Digital Merchandising , Digital Signage , Marketing

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