Activity Superstore VR comes to Debenhams stores for Christmas

3rd November 2017

Activity Superstore, an in-store gift experience company, is rolling out a virtual reality (VR) promotion to 21 Debenhams stores. The campaign seeks to use VR to bring its gift products to life for shoppers.

Creative agency Smyle developed the VR concept for Activity Superstore, including VR elements, film production, and installation of the displays. Training company Disrupt trained Activity Superstore staff to deliver the VR experiences.

Four gift experiences are presented through the VR system, letting customers engage in activities such as flying a helicopter, to drive sales in the run up to Christmas.

 “We see continual growth from our in-store gift experiences and wanted to provide our retail partners with a spectacle, which had a direct link to ROI and purchase for us, creating something entirely unique for shoppers to drive footfall in-store. We’re working with Debenhams to enhance customer engagement in-store while also delivering a virtual representation of our most thrilling gifts,” says Activity Superstore CEO Shaun Powell.

The campaign launched on 2 November 2017, at Debenhams in London’s Oxford Street, before commencing a roll out that will see it installed in nine Debenhams stores before the end of the month. A further 11 installations will be carried out in December.

“We know that customers buying gift experiences are keen to get an understanding of what the activity will look like before they purchase. Incorporating virtual reality into the sales process enables us, along with our partner Activity Superstore, to give shoppers an immersive snapshot of what is on offer,” says Debenhams head of merchandising Richard Vanoli.