How Uniqlo is sending instore shoppers online

Internet Retailing

26th May 2016

Japanese retailer, Uniqlo, has launched a new campaign which connects the instore shopping experience  with its online store.

Digital billboards have been installed in high traffic areas near Uniqlo stores across the country, which flash images at a speed of 20 to 30 frames per second to create a constantly changing unique code. 

Consumers are only able to decipher the unique code once they take a photo of the display unit on a phone camera – capturing the code in situ. Shoppers are then asked to upload the five digit code to a campaign website to redeem a free piece of clothing from Uniqlo’s iconic HeatTech range.

“At Uniqlo we are always looking for different ways to encourage product trial and allow our consumers to experience the hidden details of our range,” said Tracey Lang, Uniqlo Australia marketing director.

“Innovation and technology are at the heart of each and every one of our products – and at the core of the Uniqlo philosophy. We’ve seen from our past U-Mood campaign – which monitored people’s moods to match them to a t-shirt print – that consumers are always looking for new ways to engage with our products.

“We’re really excited to be at the forefront of product trialling technology with our Uncover campaign – and to be able to deliver memorable experiences to surprise and delight our consumers,” said Lang.