Sports Direct makes seven-figure investment in new instore technology and digital displays

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Sports Direct has made a seven-figure investment in new technology and digital displays across the group’s stores, as part of a three to five-year project to enhance instore experience and drive customer engagement.

With 15 initial installations already completed, the digital instore investment will be rolled out across multiple Sports Direct, Flannels, Everlast and USC stores by digital solutions provider UXG.

Eye-catching high-bright video walls have been installed at Sports Direct storefronts in Hull and Middlesbrough. New technology has also been implemented in luxury fashion store Flannels, including sensor-based digital mirrors which play advertisements via a digital display and then seamlessly transform into a mirror when a customer approaches. 

Flannels’ storefronts have also been modernised with full-height video walls and striking store entrances have been created with 4m x 2.5m LED wall displays. Sports Direct’s premium lifestyle division achieved a 42.7 per cent increase in revenue for the year ended 29 April 2018, with a turnover of £162.1m. 

The new digital solutions have been created and installed by UXG, which designs, manufactures and installs bespoke digital and retail solutions for branded environments. Sports Direct’s latest investment follows a two-year relationship with UXG and will see the full-service digital partner deliver installations across the UK. 

Based in a 14,000sq ft design and production facility in Leeds, UXG is a full-service digital solutions provider which enables retailers to differentiate through impactful interactive and experiential in-store environments. It counts technology group Dixons Carphone and leading gaming brand Xbox among its clients. 

UXG’s head of development, Paul Midwood, added: “We pride ourselves on working with Sports Direct to deliver in-store digital solutions. It’s gratifying to have strengthened our relationship with the team, who understand the importance of customer experience on driving footfall, engagement and sales. We look forward to continuing to implement impactful digital solutions with further projects, creating exciting retail environments for their customers moving forward.”