77kids by American Eagle has revealed their interactive side by partnering up with digital agency, R/GA. The project involved engaging customers – and more specifically – children, by adding an interactive element to the retail shopping experience. By designing a digital
environment such as touch-screen displays, projectors, digital dressing rooms and photobooths, the experience is being expanded beyond traditional customer service and product selection to customer engagement.
What makes this campaign especially unique is its ability to catch their market's attention and hold it: kids! Interactive technologies, such as touch screens, can deliver instant and fun gratification – exactly the type of entertainment the modern child reacts to today. The digital environment acts more than a marketing strategy to advertise the brand's products. It acts as a digital playground for children and enhances the retail shopping experience for kids and adults alike.
The retail sector has been traditional in its marketing strategies for the most part, but considering the positive feedback from stores that embrace digital technologies, such as 77kids, the effects of digital and interactive technology with the right creative brainpower, can reconstruct environments for more fun and social spaces.
