Entrepreneur Roger Wade was intent on bringing together innovative retail concepts when he launched Boxpark, the London, UK property that was built out of old shipping containers and is touted as the world’s first pop-up mall. Tenant Oakley certainly fits the bill.
The cool eyewear and accessories brand chose Boxpark to showcase its customization program, which allows shoppers to design, assemble and personalize their Oakley sunglasses and goggles right in the store, using a touchscreen terminal. The interactive experience is at the center of the store’s sales promotions too. Just take the Oakley SSX Race event that the store hosted recently.
Shoppers who walked into the Boxpark store between March 23 and 25 were invited to play the SSX Snowboarding video game for a chance to win discounts and prizes. Anyone who could complete a downhill race of the store’s choosing in under 2min25sec would get a 25-percent instant rebate on their purchases that day. A race time of2min45sec to 3min30sec was good enough for a 15-percent rebate. At the end of that weekend, the shopper who recorded the fastest time overall won an Oakley prize package comprising of trousers, a jacket, goggles, a snowboard and bindings. And the store staff also gave away Oakley headbands to players who weren’t necessarily the fastest racers, but still impressed them with their smooth moves on the course.
The SSX Snowboarding experience was one way for Oakley to bring its shoppers closer to their idols, the professional athletes who front the brand. Another is the OakleyRebellion.com video micro-site, where visitors can find out more about those who have become famous for defying convention, reinventing their sport and ultimately carrying the Oakley brand to new heights, including cyclist and seven-time Tour DeFrance winner Lance Armstrong, and Shaun White, the snowboarding sensation who has won back-to-back Olympic gold medals in the half-pipe.
Click here to meet the rebels.