Event TV: O2 debuts social media integrated digital clothing rail

O2 Business has unveiled what it claims to be the UK's first live-feed digital clothing rail, at Tyrers Department Store in St Helens.

The rail displays which outfits are ranking highly on social media (Mike Buck/O2 Business)
The rail displays which outfits are ranking highly on social media (Mike Buck/O2 Business)

The telecoms brand’s business arm aimed to transform the historic shop with a ‘technology makeover’ in order to showcase the benefits that digital can bring to small businesses.

The transformation included the debut of a live-feed digital clothing rail. Powered by O2 4G, sections of the innovation light up according to the hanging outfit's popularity on social media.

This is measured by the amount of likes, comments and shares of an outfit on Facebook and Instagram. The clothing rail will be in situ in the run up to Christmas, for Tyrers customers to check out which clothes are trending in real time.

Devised by agency Hope & Glory and created by Design Works, the invention was inspired by research into how consumers use social media when purchasing clothing. The brand found that more than a fifth of people are currently basing their look on what is trending on social media.

O2 Business also equipped Tyrers with cloud-based Microsoft Office 365 software, Microsoft Surface tablets and 4G ‘pop-up’ offices. The activation and makeover form part of O2’s Digital Communities project in St Helens, which is encouraging people and businesses outside of London to make the most of digital.

Ben Dowd, business director at O2, said: "At O2 we’re passionate about helping businesses embrace the benefits of the latest technology. We’re committed to playing our part, which is why our pilot in St Helens is so important.

"We want to help more small businesses grow and thrive in an increasingly digital Britain and our work with Tyrers demonstrates exactly the kinds of benefits our customers can have."

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