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Calvin Klein brings interactive shopping experience to Macy's

The Calvin Klein Interactive Denim Shopping Assistant is an interactive touch display and sales assistance application developed to support shoppers as they navigate the denim category. Visitors to the Herald Square flagship location can explore the brand, shop its offerings and learn more about CK's range of denim merchandise.

October 15, 2014

Retail experience designer Creative Realities has announced that Calvin Klein, one of the world's premier retail brands, has deployed an interactive shopping experience at Macy's Herald Square store in New York City, soon to be rolling out at 18 other Macy's locations nationwide this year. According to the companies, the brand is working to make shopping for denim wear more intuitive.

The Calvin Klein Interactive Denim Shopping Assistant is an interactive touch display and sales assistance application developed by Creative Realities to support shoppers as they navigate the denim category. Taking advantage of virtual sales assistants, visitors to the Herald Square flagship location can explore the brand, shop its offerings and learn more about CK's wide range of denim merchandise. At the center is the store's 75-inch interactive Samsung touch display powered with customized content and software interfaces that promote unique user interactions.

"The collaboration between Creative Realities and Calvin Klein demonstrates modern digital marketing at its best, from both a design and deployment perspective," said Paul Price, CEO of Creative Realities. "Important to the initiative was that we wanted to faithfully represent the voice and essence of the Calvin Klein brand — known for its sophisticated and modern denim styles. From the start, we worked hand-in-hand with the CK team to establish a strong bridge between their retail merchandising efforts and marketing technology systems — to seamlessly integrate the right digital elements (including Internet-based media and mobile applications) into the aesthetics and attributes of the brand."

In working with Calvin Klein, Creative Realities set out to provide an experience that leverages the latest technologies consumers are using to shop. Strategically placed interactive displays feature fresh, streaming content and high-definition graphics which serve to inspire customers and influence their buys, including complementary and related product purchases (i.e., a shirt, sweater, or scarf). For the "mission" shoppers — consumers with a definite goal in mind (in this case, a new pair of jeans) — virtual sales associates can be accessed to locate a particular size, fit, color and style in the store. These virtual sales assistants leverage the store's artificial intelligence system to show shoppers where merchandise can be found by synchronizing LED lighting that emphasizes placement on shelves.