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Levi's lights up San Francisco flagship with window video displays

Details of the retail technology behind the window video displays at Levi’s San Francisco’s Market Street store were released on Tuesday.

Digital media solutions provider Reflect said it created two retrofitted, window video displays for the brand’s flagship retail location using FlexClear transparent LED lighting from PixelFlex.

The management at the store, situated on Market and 4th Street in San Francisco, wanted to heighten consumer engagement in what is one of the busiest shopping areas in the city, so chose video technology.

Brandie Perkins, senior account manager at Reflect, remarked: “For their San Francisco Market Street location, they really wanted to make a statement and connect with their customers.

“They wanted to install a big experience and attract consumer attention without impeding the natural light that comes into the store. With the way the store is physically laid out, the natural light is essential to the space, so they loved the idea of being able to put in a transparent LED display.”

Perkins added: "This way they could still get light into the store without blocking any sight lines, and still make an impactful statement through the content on the screen.”

Deploying the solution entailed removing old tracks lights which had been used to illuminate mannequins in the windows, before one FlexClear LED video display could be installed in each window. 

The displays were mounted to a rod hanging from the ceiling, and the ReflectView CMS is being used to push the content create for the displays.

“We use a lot of videos and motion graphics, and take advantage of having an unlimited edge on the screens where we can simply display something like the Levi’s logo, and then everywhere else the LEDs are black allowing customers to see into the store," Perkins explained.

Levi’s president for global retail, Carrie Ask, regularly talks about the importance of creating a compelling customer experience and how the store plays a crucial role in an increasingly digital world.

Giving an indication of how Levi's looks to use its bricks and mortar, during a keynote presentation at the National Retail Federation’s Big Show in 2017, she said that although store transactions are going down, conversions in these premises are actually growing.

People who are visiting stores are typically going there with an intent to buy was her message.

"We discovered purchase intent of consumers visiting stores is rising because they don't have to go to a store any more – so when they do their intention is higher," she remarked, adding that the experience customers receive in store needs to be high quality every time.