Adidas, in conjunction with Intel, has developed an electronic wall to simulate display of its product range in-store.

Here shoppers can visit a small footprint store and browse and buy. The wall displays the complete product range so even if a particular item is not in stock a customer can order it for delivery.

This display format is more than just a good looking wall. It is interactive, quickly changable, takes up little room and gives a funky edge to the goods displayed. More importantly, nothing is ever unavailable so customers get full range selection and retailers capture more sales.

These examples of technology and their placement open some interesting issues and considerations in markets such as Australia and in sectors such as retail and franchising.

How would Australian retailers use a Virtual wall display like that from Adidas?

Cost aside, this display format is probably more adaptable than the scan-and-buy model for Australian retailers as it fits in the existing store. It can bring new foot traffic to the store, it can increase sales per visit and due to the novelty factor could also help maintain or even raise margins.

The Virtual wall could be used across an array of products, even services.