Technology

Citizen Watch shop debuts innovative AR display case

Photo by istock.com

December 29, 2021

The Citizen Watch shop, in New York City's Herald Square store, is now home to a consumer-facing AR product display case.

The display offers a high-impact digital visual onto a watch display case leveraging LG Transparent OLED technology, according to a press release.

The case combines the benefits of digital shopping with a physical retail experience.

The retail project is the brainchild of Citizen Watch with Pac Team Group, Luminary Design Co. and LG Business Solutions.

"Our goal for this location was to present a highly engaging sales video that doesn't require a salesperson and effectively mirrors the digital 360-degree product examination that online
shopping has made standard," Peter Barry, director of merchandising operations and logistics at Citizen Watch Company of America, said in the release. "Luminary Design and Pac Team Group created this one-of-a-kind display case experience using cutting-edge LG display technology that very few consumers have seen before, and we immediately saw visible reactions of excitement and surprise among visitors."

According to Antonio Schiano, Pac Team Group's vice president of project development, it was crucial the technology and digital content in the store be seamless, easy to understand and not get in the way of sales, while also remaining passive so customers can shop and learn at their leisure.

"As a high traffic location with significant sales potential and hugely valuable branding opportunity, the customer experience has to be fluid and allow fast transitions from learning to trying to buying," Schiano said in the release.

"I think the success of this admittedly experimental store concept is going to push competitors to try to recreate our experience, or perhaps consider other cutting-edge technologies to enhance the physical retail journey," said Barry in the release.