Designed to “capture the new digital savvy customer and showcase Mizuno product cross-sport,” the digital solutions in place at Mizuno flagship stores are driving global customer engagement and loyalty. Mizuno operates one flagship store in the U.S., as well as others in key markets worldwide.
The digital display merchandising solution, provided by Perch, features self-serve technology that brings the digital online experience into the brick-and-mortar store. This technology is a key focus of the Mizuno Experience Center, located in The Battery, the U.S. flagship store in Atlanta. Here, shoppers can immerse themselves in digital experiences to book custom fittings for golf clubs or running shoes, assess their baseball swing, get gloves steamed and more.
The technology was designed for self-service, which enables store associates to focus on more customer-facing needs in the store, such as custom fittings and special events.
ROI Is Reflected In Loyalty And Repeat Customers
When calculating the ROI for the Perch solution, Mizuno looks beyond in-store sales. “We know that we have a unique consumer visiting our flagship store due its location just feet away from SunTrust Park — the new Atlanta Braves stadium,” said Amarena Diaz, Director of Digital Marketing at Mizuno. “Our goal is to create brand loyalists via the in-store experiences and increase consumer engagement with our products.”
To draw people into the store, Mizuno uses location-based marketing to deliver push notifications, and targeted ads on social media to users “within high traffic and interest areas,” Diaz said. Additionally, the retailer localizes its database to target promotions. For example, shoppers can frequently find limited edition gear, apparel and equipment at the Mizuno Experience Center at The Battery.
Digital Display Data Drives Real-Time Merchandising
Mizuno also uses analytics from consumers’ interaction with the digital displays, as well as heat mapping, to inform merchandising and promotional plans. “We do thorough real-time merchandising based on that data,” said Diaz. “It helps to define how products are showcased across our Perch displays in-store and featured in our email campaigns specific to our target customer base.”
Diaz added: “It is exciting data to share with the team. On a quarterly basis we share comparative product data across our online, email and in-store channels with our sport-specific teams to be able to best serve our consumers.”
Using the Perch campaign management feature, Mizuno employees are able to complete real-time updates in-store, featuring the products current shoppers are most interested in viewing.
Digital In-Store Experience Integrates With Loyalty Program And App
Following the launch of Perch and other technologies into the Atlanta flagship store, Mizuno launched a mobile app that is being further integrated with the in-store experience. More recently, the brand added a loyalty program, which has engaged approximately 30,000 customers to date.