Each year, the sporting calendar seems to get more and more jam-packed. 2024 has already delivered an abundance of top-tier sporting events, with plenty of thrilling emotions for fans. Spain beat England to win the Euro 2024 final, Carlos Alcaraz retained his Wimbledon title, while Lewis Hamilton finally had his moment of redemption at the British Grand Prix.
The summer of sport is well and truly here, with the Olympic and Paralympic games just started in Paris as well as the 2024-2025 Premier League season still ahead of us. Fans continue to flock to watch their favourite teams and athletes, and emotions indeed run high as drama unfolds in real-time.
Sports retailers are looking to replicate the excitement within their stores as customers purchase replica shirts, boots and other apparel during the big events. But retail shop floors are often static environments that fail to mirror the energetic experience offered by live sport. So, how can sports retailers capitalise on increased footfalls during major events?
Bringing on the energy
Engaging customers on an emotional level often proves tricky on a busy shop floor. Static displays and conventional marketing techniques can feel mundane in comparison to the live sporting events that fans are so passionate about. Holographic technologies, however, offer a way to bridge this gap by bringing the dynamism and excitement of sports directly into the retail space.
One approach is to create captivating, three-dimensional images that appear to float in mid-air. These visuals can be tailored to reflect current sports championships, turning a visit to a sports store into an immersive and interactive experience. Imagine walking into a store and being greeted by a lifelike representation of a footballer performing a signature move, or seeing a projection of the latest sports gear in action. This level of engagement doesn’t just capture attention – it creates memorable shopping experiences that encourage repeat visits.
Enhancing merchandise appeal
One of the most effective ways to use holographic technologies is to enhance the appeal of merchandise. Whether it is ahead of the Paris Olympic games this year, Tour the France Femme or Premier League, retailers have an opportunity to showcase sporting equipment emblazoned with the tournament logos, or jerseys that appear to be worn by representations of star athletes. This can make the product more attractive and help to create a direct connection between the merchandise and the events that fans are emotionally invested in.
Fast-moving holographic technology can also be used to display limited edition items or upcoming releases, generating buzz and anticipation among customers. By creating a sense of exclusivity and excitement, retailers can drive higher engagement, and ultimately, sales.
Creating interactive experiences
Beyond static displays, holographic technology can facilitate interactive experiences that allow customers to engage with the content in meaningful ways. For example, an interactive game could invite customers to test their skills against a virtual goalkeeper, or an immersive display could let fans view highlights from recent games in 3D. These experiences not only entertain but also deepen the emotional connection between the customer and the brand.
Holographic deployments can also provide educational content, such as detailed breakdowns of an athlete’s performance or the technology behind new sports equipment. By offering valuable insights alongside entertainment, retailers can position themselves as knowledgeable and trustworthy sources in the eyes of their customers.
Building long-term customer loyalty
The ultimate goal of integrating holographic technologies into sports retail is to foster long-term customer loyalty. By creating a shopping environment that resonates with the excitement and passion of live sports, retailers can build strong emotional connections with their customers. These connections are crucial for encouraging repeat business and fostering brand loyalty.
The use of innovative technology also positions the retailer as forward-thinking and customer-centric, qualities that are increasingly important to today’s consumers. As fans continue to seek out ways to connect with their favourite sports and athletes, retailers that offer immersive, engaging experiences will stand out in a crowded market.
Kiryl Chykeyuk, CEO and Co-Founder at HYPERVSN