News • 04.09.2017

ASICS hits the ground running with its new global retail concept store

New Brussels store selected as a pilot for global retail roll-out

ASICS Store pictures
Source: Green Room

ASICS has chosen the new Brussels store to launch its first iteration of a new and exciting, global retail concept. Building on its already strong reputation amongst serious runners as go-to product, the brand has now focused its emphasis on providing the best possible customer in-store experience to match.  

Leading the digital strategy of the overall customer journey, Green Room were tasked to work alongside the incumbent retail design agency to define, design and deliver the digital components of the experience.  

A fundamental element of the strategy was the empowerment of customers. By enabling them to better understand their own running needs, the experience facilitated well-informed purchase decisions at the customer's own pace and on their own terms.

Complimenting the intuitive digital footwear selection process the in-store environment was further enhanced with content-rich digital displays, such as the Runkeeper wall- an opportunity to communicate the pulse of the brand. Featuring real-time social posts combined with striking data powered animation from the local Brussels running community, the wall was developed to draw customers deeper into the store, facilitating more dwell time and a point of connection with the store staff.

Paul Silcox, Creative Director, Green Room Amsterdam said: “Our challenge was to define the digital personality of the retail experience, a way of interacting that was tightly bound to the ASICS ethos and the personality of their community. The space works hard to enable and empower the customer, to put them at ease with their selection, but not to dictate to them. We are really pleased how it has come together.”    

The digital strategy template applied to the Brussels store serves as a template for continual roll-out of the global retail concept – an activation campaign conceived and created by Green Room.

Source: Green Room

related articles:

popular articles:

Thumbnail-Photo: Christmas tree alternatives: Christmas decorating tips, part 5...
16.11.2023   #shop decoration #seasonal business

Christmas tree alternatives: Christmas decorating tips, part 5

It doesn't always have to be the classic green evergreen!

In these parts, Christmas trees are the quintessential symbols of the Christmas season. They prompt children and adults to get into the Christmas spirit. Yet a live fir tree has two major disadvantages: it takes up a lot of space and drops its ...

Thumbnail-Photo: Let it shine: Tips for Christmas decorations, part 3...
16.11.2023   #LED lighting #lights

Let it shine: Tips for Christmas decorations, part 3

Ambience for the shop window and the store

Light up the world! Luminous elements magically draw the eye to things and create a festive mood. If burning candles make you nervous, here are some other lighting ideas. ...

Thumbnail-Photo: Back to nature: Christmas decorating tips, part 2...
16.11.2023   #shop decoration #seasonal business

Back to nature: Christmas decorating tips, part 2

It doesn't always have to be bought, you can also make it yourself

A wooden Christmas tree is unquestionably a classic among Christmas decorations. You can make your own beautiful and interesting decorative elements using some basic woodworking skills. ...

Thumbnail-Photo: A story of ice and snow: Christmas decorating tips, part 4...
16.11.2023   #shop decoration #seasonal business

A story of ice and snow: Christmas decorating tips, part 4

Creating winter wonderlands and delighting customers

Though the temperatures outside might not always reflect it, in these parts, winter puts us in the Christmas spirit. This makes white decorations and decorative artificial snow perfect tools to set the scene. A winter landscape with snow-covered ...

Thumbnail-Photo: Christmas gnomes on the loose: Christmas decorating tips, part 7...
16.11.2023   #shop decoration #seasonal business

Christmas gnomes on the loose: Christmas decorating tips, part 7

Playful: Ways to delight children - and adults alike

The Christmas season can be stressful for adults. Planning ahead for the holidays, getting ready for family visits, buying gifts and getting your house sparkling clean for your guests – all of this leaves little room for festive joy and ...

Thumbnail-Photo: Faux rust effect: Christmas decorating tips, part 6...
16.11.2023   #shop decoration #seasonal business

Faux rust effect: Christmas decorating tips, part 6

Make your customers feel cozy - just like in front of the fireplace

What looks good in the living room can also set the scene in a store, right? Accessories with a stainless steel look are very trendy at the moment. Metal is given a rust effect for this. ...

Thumbnail-Photo: Colorful shop windows: Christmas decorating tips, part 1...
16.11.2023   #shop decoration #seasonal business

Colorful shop windows: Christmas decorating tips, part 1

From lilac to orange: something different for a change

Christmas is just around the corner. Gingerbread houses greet you in every supermarket and the early birds already wonder about the gifts they should buy. It’s high time to inspire potential shoppers to start buying Christmas gifts. ...