Article

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

The lifestyle brand used digital signage as part of an integrated shopper marketing strategy used to boost customer experience.

January 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