Key Takeaways

• Swatch Milan store uses digital screens to enhance brand aesthetics.
• The colourful and vibrant displays align with Swatch's brand identity.
• There's an opportunity to improve customer interaction with strategic messaging.

Topics

• Retail Innovation
• Digital Transformation
• Marketing

Transcript

In the Swatch Milan store, time doesn't tick, it flashes across screens. I was reading another blog post by Dave Haynes of 69, our digital signage industry guru, and he drew our attention to the Swatch store in Milan. As you can see, these screens have been beautifully fitted into the aesthetic of the building, which is very high ceiling, so you've got nice tall screens. I like the fact that it really helps bring the brand to life. Swatch is a colourful, vibrant brand, and that really needs animation and colourful power to emphasise that. If I was to criticise it, the screen isn't really telling me to do anything. Maybe that was the point and the intention, but this is a retail environment, so I think there is room here to tell the customer what they should be thinking about or doing next. I would give this a screen score of three out of five. It is a sign of genius if they just tweaked it a little more. What do you think in the comments?