155 Regent Street. Case Study. Innovation Engagement and Experience

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Flora Henderson
5 years ago
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1 155 Regent Street Case Study Innovation Engagement and Experience

Introducing the New Retail Global Group Aurum have spent the last three years establishing the Watches of Switzerland store at 155 Regent Street, as the highly prestigious, international

Superbly designed and fitted over three floors to showcase watches for some 20 globally renowned watch specialists such as Tag, Cartier and Rolex in dedicated in-store areas.

Box Technologies partnered with Aurum to provide a truly engaging experience for customers utilising digital technology throughout the store, delivering rich and variable content, whilst

2 Introducing the New Retail Global Group Aurum have spent the last three years establishing the Watches of Switzerland store at 155 Regent Street, as the highly prestigious, international must-visit venue and whilst doing so have delivered one of the most innovative and engaging retail experiences in Europe. Superbly designed and fitted over three floors to showcase watches for some 20 globally renowned watch specialists such as Tag, Cartier and Rolex in dedicated in-store areas. More than 40 specialist watch staff help with consultancy and advice on watches ranging from 1,000 to over 1,000,000 in the store s discrete retail spaces, or in the dedicated VIP room. Box Technologies partnered with Aurum to provide a truly engaging experience for customers utilising digital technology throughout the store, delivering rich and variable content, whilst further designing and implementing one of the largest interactive touch screens to be found anywhere in the world. We talk with Richard Gerrard, Landmark Programme Director at Aurum Holdings on the development of 155 Regent Street. The new experience Watches of Switzerland 155 Regent Street, London

Richard Gerrard Director at Aurum Holdings The Watches of Switzerland Regent Street store brings a new dimension to retailing, deepening the customer experience and engagement at every level

5 years ago when the then Chief Executive of Aurum and I were walking down Regent Street.

3 Richard Gerrard Director at Aurum Holdings The Watches of Switzerland Regent Street store brings a new dimension to retailing, deepening the customer experience and engagement at every level Engagement & Experience Our involvement in 155 Regent Street, the flagship Watches of Switzerland store, started about 3.5 years ago when the then Chief Executive of Aurum and I were walking down Regent Street. You know Richard, he said, we need to devise a way of developing a really large watch store in London - and by that he meant a really large watch store. Our journey began there. In terms of the store design and developing the concept, the key point was creating an environment which was really engaging for the customer and operationally efficient for our colleagues. We researched across Europe and the USA, reviewing large and small watch and jewellery retail environments and we took inspiration from what they weren t doing very well. Our focus was on how we could create a really fantastic customer experience environment, for very different types of clients. To move forward we knew we needed the right kind of delivery partner which was the background to our first meeting with Box Technologies during the NRF Expo in New York. To move forward we knew we needed the right kind of delivery partner which was the background to our first meeting with Box Technologies during the NRF Expo in New York

4 For me it was so important that the partner that we work with could not only deliver the hardware, but could also provide the software support in terms of the content

5 The Importance of Partnering First and foremost, I must say how pleased I am that we did go with Box for this installation. For me it was so important that the partner that we work with could not only deliver the hardware, but could also provide the software support in terms of the content. We weren t only providing Watches of Switzerland content, we had upwards of 20 major watch brands who are rightfully very precious about their own brand. To allow us to use their content within our digital technology I needed a partner who was very responsive, very respectful to these brands needs and also a partner I could work with very closely within the UK. Box met all those needs and we developed a great symbiotic relationship with them as a team.

Box: Responsive and Collaborative When we looked at the digital content and technology for the store, we said to Box that we wanted to create a space that made the customer smarter.

6 Box: Responsive and Collaborative When we looked at the digital content and technology for the store, we said to Box that we wanted to create a space that made the customer smarter. Watches are very complex products, we wanted to educate the client and we also wanted to entertain the client, but not in a gimmicky way. We also didn t want to do something just for the sake of technology. What Box were able to bring to the table was a very responsive and collaborative working process where actually they became part of our team. Box spent a significant amount of time working at Aurum, working with our marketing team and programme teams and for me that became key because they really understood our brand but they also understood the challenges we had with our brand partners. What Box were able to bring to the table was a very responsive and collaborative working process where actually they became part of our team

On a personal level the store design and the work with Box have been the most rewarding and entertaining part for me Changing the Thinking Innovation was also part of the

For example, rather than using physical Watches of Switzerland signage we purposefully decided to display it on the digital screens because doing it in that interactive

7 On a personal level the store design and the work with Box have been the most rewarding and entertaining part for me Changing the Thinking Innovation was also part of the whole process we undertook. For example, rather than using physical Watches of Switzerland signage we purposefully decided to display it on the digital screens because doing it in that interactive fashion is far more engaging. So in that respect I think Box have maybe played a part in re-educating us. On a personal level the store design and the work with Box have been the most rewarding and entertaining part for me. That s the part which I ve really enjoyed, in what has been a pretty complicated and difficult project.

8 Taking account of London s high visitor population, on a finger touch of the screen the whole presentation can be changed into another language, for example into Mandarin or Russian

The Power of Touch With Box Technologies we designed an incredibly innovative way to engage with customers to showcase the prestigious range of watches we bring to market.

By touching and rotating our main timepiece graphic, simple follow-on touch movements open new screens to be explored in detail.

9 The Power of Touch With Box Technologies we designed an incredibly innovative way to engage with customers to showcase the prestigious range of watches we bring to market. The centrepiece is the more than 3 metre by 2 metre interactive touch screen that enables customers, staff, or both together to discover the brands and individual watches themselves. By touching and rotating our main timepiece graphic, simple follow-on touch movements open new screens to be explored in detail. If one wants to look at the inside of a Rolex, for example, and witness the skilled engineering of any watch, it is available instantly with the images expanding, shrinking or moving at a touch of the screen. The technology lends itself to small groups or family presentations led by one of our trained staff, who can act as guides to the full range from a single full colour engaging screen and dynamic content. Then, taking account of London s visitor population, the language of the presentation can be changed, at a finger touch, for example to Mandarin or Russian and other languages. It is a truly innovative, immersive and engaging technology. Cielo Interactive Solution Customers can now discover branded watch profiles and further options, just by touching any visual element on the screen. They have access to scores of interactive watch graphics, which can be moved effortlessly across the wall, delivering unique insight on individual solutions. To support the digital presentations, further details are available through trained support staff, whilst a single touch enables a complete cultural change, for the whole presentation to be redelivered in a new language, such as Mandarin or Russian. The Cielo Interactive Solution measures more than 3 metres by 2 metres and is now one of the largest interactive touch screens in Europe.

Partnering For Success Working with Box, the key for me has been the relationship they developed with our internal team and understanding our partners and I think what the Box Technologies team have

It s not just about delivering 155 Regent Street, which has been our absolute key focus, but it s how we can take the ideas from there and replicate those throughout the estate.

10 Partnering For Success Working with Box, the key for me has been the relationship they developed with our internal team and understanding our partners and I think what the Box Technologies team have done incredibly well is thought about the future. It s not just about delivering 155 Regent Street, which has been our absolute key focus, but it s how we can take the ideas from there and replicate those throughout the estate. Already we are working on our Heathrow T5 installation for Watches of Switzerland, which Box Technologies are involved with. Most recently, I have introduced our new CEO and Managing Director to the Box Team and they were blown away with the work they are doing at 155 Regent Street, which all bodes well for the future for a relationship between both our companies.

11 I have introduced our new CEO and Managing Director to the Box Team and they were blown away with the work they are doing Case Study

155 Regent Street London www.watches-of-switzerland.co.

12 155 Regent Street London Cielo Solution in-store technology solutions Box Technologies Head Office 20 Thame Park Business Centre Wenman Road Thame, OX9 3XA United Kingdom T: +44 (0) E: Box Technologies Sweden Upplagsvägen 1, 4 tr Stockholm Sweden T: +46 (0) E: sales@boxtechnologies.se Box Technologies Norway Torgbygget Nydalsveien Oslo T: E: sales@boxtechnologies.se

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