| Title | QUICK FIT STATION |
| Brand | SKINS |
| Product / Service | PERFORMANCE SPORTS EQUIPMENT |
| Category | A02. Best Use of Merchandising/In-Store Marketing |
| Entrant | VML Sydney, AUSTRALIA |
| Entrant Company: | VML Sydney, AUSTRALIA |
| Sales Promotion/Advertising Agency: | VML Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Aden Hepburn | Vml Australia | Creative Director |
| Craig Morria | Vml Australia | Technical Producer |
| Frank Martellii | Vml Australia | Art Director |
| Pietro Miotto | Vml Australia | Technical Developer |
| Mel Spears | Ideaworks | Creative Director Brand Experience |
| Monika Vidovic | Ideaworks | Group Account Director |
| Tessa Wood | Ideaworks | Account Manager |
SKINS needed to re-invigorate their in-store experience due to the bombardment of copy-cat products filling the shelves beside the SKINS brand, and with research also pointing to a huge road-block around people actually “trying-on” the product in-store (they weren’t and when they did it was too hard, customers often chose the wrong size), we were challenged to create a new way to sell SKINS...
SKINS have a large, global footprint and were first to market (and dominate) with performance “SKINS” but they now face an ever increasing bombardment of competitors entering the market with similar products at much lower prices. We were challenged to create an in-store digital installation to help fit, educate and differentiate the skins premium position compared to the multitude of other brands now sitting beside them.
Since the installations were deployed across more than 10 trial stores, SKINS have seen the following: • A staggering 35% average increase in sales month on month / year on year across each store the “Quick Fit Station” was installed in. • Reduced product returns and package damage from people trying on multiple products to get the right size. • The installation has been so successful, that a global rollout has been ordered, with “Quick Fit Stations” across Australia, London, Paris and Rome already on order.
SKINS are the world’s most advanced sports performance garments. We decided the best way to reengage consumers with this fact would be to replicate that technology in-store as part of the shopping experience. So we created the “Quick Fit Station”, designed to remove the need to try on the product in-store whilst helping the customers choose the perfect garment from the range. Through the use of numerous high-tech sensors, a custom fitting algorithm and unique hardware setup, we were able to showcase the technical leadership that SKINS are known for, to improve the experience of buying the SKINS product.