• Marketing Department

Exploring the London Circuit

Finding digital retail inspiration across the capital

With the growing demand for a more engaging in store experience, retailers need to find new ways of enticing customers into purchasing their products and services. We took some time exploring the streets of London to find some prime examples of the retailers getting it right.

Why not take the tour by following our map and experience it for yourself.


Beginning our tour is the Dyson Demo store on Oxford Street. One of a kind in the UK, Dyson has allowed customers to handle products and test them out before purchasing. Possibly one of the most interactive stores on the high street, not only can you try your hand at hoovering, but also communicate with the walls when displaying technical product information videos and receive a complimentary blow dry by Dyson’s hair dryer experts. Placed throughout the store is a generous amount of signage showcasing images and videos of Dyson’s full product range.

JD Sports

Located halfway down the high street is the flagship JD Sports store which is kitted out with some great interactive displays. Even before you enter the store, electronic signage can be found all over the window displays to create engaging signage showcasing campaigns. Walking in, multiple kiosks are available throughout the store which allow customers to order from the full product range.

However the features that makes this store especially unique are the personalisation kiosks, where customers can digitally design their own football shirts and a gigantic social wall where you can take a cheeky selfie.


As one of the more vibrant streets in London, Carnaby Street is always home to some quirky stores. size? is no different with a recent revamp to incorporate more of the original aesthetics of the store, such as the brickwork and steel features.

In terms of digital experience, kiosks and signage can be found throughout the store in unique and eye catching ways, which allows customers to explore product ranges further. A dedicated click and collect point has also been introduced to solely focus on making the collection experience as easy as possible.

Pro Direct

If you’re looking for a one of a kind football store experience, Pro Direct will not fail to deliver. Spread across 2 floors, the LDN19 store uses electronic signage and HD monitors to explore the world of football. With minimal physical products on display, the emphasis on combining the virtual with reality is clear. Additionally the ever changing interior is also impressive, from locker rooms to barbershops, every visit is guaranteed to be unique.

Tommy Hilfiger

As the home of Tommy Hilfiger in the UK, Tommy’s Regent Street store has come a long way when it comes to digital innovation. Within the store you can interact with many elements such as the digital denim wall, which can find you the perfect fit of jeans. If you need those small adjustments to your garment, head over to the customisation bar where tailors will be ready to alter your purchases, with optional embossing and monogramming options available too.

What’s most exciting is the fitting rooms, which utilise RFID technology to detect the clothes which are brought in and subsequently recommend complementary products through the mirrors. If you need another size or wish to purchase a product that can be easily done through the interactive mirror and an associate will be waiting outside with your items. This is a prime example of excellent customer service.


Across the road, Burberry’s digital flagship store can be found, with the mission to bring the online store into a brick and mortar environment. The key digital feature inside has to be the tallest indoor retail screen in the world, which is used to showcase campaigns, but also to live stream to catwalks and music performances.

When trying on specific items in the fitting rooms, mirrors will flip to provide videos of the chosen products on the runway. The unusual experience arises when Burberry create a indoor digital thunderstorm, utilising the 100 screens and 500 speakers located around the store.


Finishing off our London tour is the EE Showcase store on Tottenham Court Road. The mobile network company has implemented a new retail strategy which is proving successful, with the aim to create a more engaging and comfortable experience through trying out products in ‘experiential zones’, getting advice in ‘help hubs’ and using the in store video calling service to talk to customer support. Tills have been stripped out of the shops and associates are now given tablets to complete purchases. EE have also implemented interactive screens which allow you to find your home location on a map and test the network coverage.

Let us know if you have any favourite digital inspiration stores by leaving a comment below.