On Jan. 8, Eastbay, an online and catalog retailer of athletic shoes, apparel and equipment, kicked off the 2012 leg of its Where Athletes Are Tour in a 70-foot semi-trailer traveling to schools and tournaments in Illinois and Wisconsin. The interactive retail space targets athletes of all ages, including athletic directors, coaches and parents of athletes.
Once inside, consumers are prompted to register on one of five touch screens mounted on the walls of the vehicle. Then they receive a unique barcode that they use throughout the entire experience. They can also register with Facebook and post a photo of the Eastbay trailer on their wall. They can then choose from two sports-related photo booth activations that automatically post the photo to Facebook and Twitter and are printed on-site as takeaways. They can also retrieve the photo on the tour’s microsite by entering their barcode. The centerpiece of the experience is a 30-foot shoe wall where consumers can scan shoes to learn more about each product on information monitors. They can also have their correct shoe measurements taken by a brand ambassador and then check out additional accessories like gloves, socks and gym bags and order them on-site. Consumers can learn more about the products on two 40-inch, interactive touch screens, which also connect them to the Eastbay website for more shopping.
“As a direct-to-consumer catalog and Internet business, it’s important that we put a face to the Eastbay name,” Ken West, director of Team Services at Eastbay, told Buzz. “In 2012, we will add to our team size for event coordinators and ambassadors to prepare for the expansion of our tour coverage.” Agency: Bolt Marketing Group, Portland, OR.