Doctor Who Experience: wi-fi shopping
Wednesday, 9 February 2011 - Reported by Chuck Foster
Further to our article yesterday, some more details on the Doctor Who Shop at the Doctor Who Experience have emerged.A special wi-fi service is to operate inside the shop which will enable customers to use their smartphones to access special promotions and additional facts and figures about the exhibition. The wireless network will also be able to provide subtitling facilities to assist the hard of hearing, which includes vocal command from the Doctor himself!
The functionality was part of the remit of the Brandnew Corporation, who are running the Experience on behalf of BBC Worldwide. Alex Johns, MD for Brandnew, said:
After the exhilaration of the Doctor Who Experience the area of the shop and café provide an opportunity for fans to catch their breath. Inspired by what they’ll have seen and experienced, our retail offer makes it both easy and pleasurable to turn their excitement into tangible rewards.
The Wi Fi platform will considerably enhance the immersive experience for all Doctor Who lovers while maximising footfall and sales in the shop. It is an important part of our ‘from the till backwards’ approach to retail planning.
This is a fabulous project and we are enormously proud to have won the commission. The Doctor Who Experience is a flagship initiative for BBC Worldwide so, as you’d expect, we were up against some of the best advisors in the business. Complementing our knowledge of temporary retail, we challenged ourselves to deliver ideas in keeping with the event – watch out for one or two out-of-this-world developments!
The Wi Fi platform will considerably enhance the immersive experience for all Doctor Who lovers while maximising footfall and sales in the shop. It is an important part of our ‘from the till backwards’ approach to retail planning.
This is a fabulous project and we are enormously proud to have won the commission. The Doctor Who Experience is a flagship initiative for BBC Worldwide so, as you’d expect, we were up against some of the best advisors in the business. Complementing our knowledge of temporary retail, we challenged ourselves to deliver ideas in keeping with the event – watch out for one or two out-of-this-world developments!
Over 400 different items of Doctor Who memorabilia are expected to be on sale, ranging from books, toys, games and other licensed merchandise items. The shop, which will be open to the public separately from the Experience, is circular in design and takes up some 130 square metres of floor-space; the checkout area is arranged within the centre of the shop so as to mimic the TARDIS console!The shop will open to the public alongside the Doctor Who Experience from 20th February.
Read the BBC Worldwide Press Release for more details.
Newslinks: Licensing Biz; The Drum; Promotional Marketing; New Media Age; Event Magazine.
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