Using a new technology, consumers can touch the glass window of the Roots flagship clothing store in Toronto to earn a carbon offsetting credit equivalent to 50 km of driving or shop Roots.com 24/7 from a sidewalk. This is only the second time in Canada this technology has been used for this type of retail application and the first time for this sort of innovative environmental initiative.
The window display consists of a 60-inch image projected onto an interactive touch foil affixed to the inside of a window. Upon touching the window, the user accesses a menu of interactive options. When not in use by a customer, promotional video content is displayed.
"As a retailer who is always looking to enhance the in-store experience for all our consumers, we recognize the importance of technology," said Michael Budman, Roots co-founder. "The majority of our customers are very active online and we believe that they will appreciate this new medium."
The display also promotes the athletic apparel retailer's growing environmental initiatives. In order to encourage customers to join the "Roots Insider" e-mail list, Roots is working with Zerofootprint to carbon offset each new subscription with a credit equal to driving a car a distance of 50 km - the average distance shoppers drive to get to one of Roots' stores. Consumers not in Toronto can gain a credit by watching a brief video at YouTube or visiting Roots.com.
"The interactive touch screen is an excellent platform to help promote the launch of our new carbon credit initiative because it is an entirely paperless way to bring our Roots.com promotion to one of our stores," said James Connell, Director, eCommerce, digital marketing & new media at Roots.
"This will also help participants reduce their own footprint."
"The Roots interactive window display allows people to browse, shop and learn about offsetting their carbon footprint," said Greg Adelstein, president, iGotcha Media, the technology provider. "Our interactive digital signage solutions engage prospective customers and passers-by, and are uniquely effective at generating attention at the street level. It's a direct form of interactive communication that traditional marketing simply cannot replicate. Furthermore, we are delighted to be part of an initiative that delivers tangible environmental benefits."
Discussion Questions: What do you think of the potential of 24/7 interactive window displays across retail? What do you think of the opportunities of such technologies to engage consumers, as well as the challenges of greater adoption by other stores? Also, what do you think a customer loyalty program using carbon credits as an incentive?