Reading Experiential Retail Event in Dublin


Case Study / 29.4.19

Experiential Retail Event in Dublin

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    Michael Kors Experiential Marketing

    We were approached by Michael Kors to deliver and run an interactive totem touch screen at the Arnotts Department store in Dublin, Ireland. This piece of equipment would engage new and old customers within the store, by giving them a chance to win a Michael Kors prize.

    The totem screen works by using RFID cards that were handed out by store employees to customers across the store, attracting people over to the Michael Kors outlet in the department store. Customers would then scan their card using the built in RFID scanner which would then activate the roulette style software. The customer would then swipe across the touch screen, which would spin the wheel of Michael Kors labeled cards, they would then have the option to pick any card by selecting it on the screen. This card would then spin around and reveal whether they were a winner or not. If they were lucky enough to win, a picture of their prize would display on the screen.

    In the build up to this event there was lots of background work that went into planning the event, to ensure everything ran smoothly and there would be no issues. We had to work out all logistics challenges with this being an international trip to Ireland. This involved booking freight ferry’s to and from Dublin. Furthermore, with this taking place over the weekend the UK was initially planned to leave the European Union (initial Brexit weekend), we also had to plan for any difficulties this might have imposed transporting goods in and out of the UK.

    Another task was liaising with Michael Kors themselves to work out what prizes they planned to give away at the event. We had to photoshop the images of the eight prizes in total on to the Michael Kors cards, so that the software would be able to display them correctly.

    There was also talks with the software developers to ensure the whole system was up to date, and any new code was developed that would be needed. This included updating the latest ‘Terms & Conditions’ we received from Michael Kors, specific for the event in Dublin.

    Overall this event worked extremely well with the Arnotts store in Dublin, attracting over 600 customers using the totem screen. All eight prizes were given out to eight lucky winners, whilst some of the customers that did not win proceeded to have a browse and purchase other items from Michael Kors.



    I just wanted to reach out to say thank you very much for your support with the Arnotts event. We have received some very positive feedback from the team regarding the totem and how customers really enjoyed this activity!

    Also, I have heard Chris was a real asset on the day and worked really well with the Arnotts team, so please do make sure to thank him on our behalf.

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