Digital Media: How TSUM Keeps Pace With The Times

Digital Media: How TSUM Keeps Pace With The Times
Digital Media: How TSUM Keeps Pace With The Times

Video: Digital Media: How TSUM Keeps Pace With The Times

Video: The Physicality of Digital Media | Jordan Frith | TEDxUNT 2022, December
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Several years ago, having powerfully relaunched its own website, which today not only provides visitors with news about arrivals and sales, but also allows them to buy the coveted Saint Laurent pumps and Fendi dresses without leaving the couch, TSUM did not want to stop there. At modern speeds, digital heights (and this has long been not only a website and regularly updated Instagram) arise with enviable regularity - and the team of the central department store is ready to conquer them.

We have already written about the fact that to pay for purchases now it is not at all necessary to go to the checkout: all thanks to the system for mobile POS terminals developed jointly with Sberbank with an integrated barcode scanner. Convenient, right? And by the standards of Moscow, it is completely revolutionary.

Photo: PRESS SERVICE TSUM
Photo: PRESS SERVICE TSUM

© PRESS SERVICE TSUM

This, however, is not the only innovation. The smart shop windows that tourists armed with smartphones usually flock to have now been replaced by digital video screens: a dozen of these are located on the side of Kuznetsky Most Street. And these are not just "plasmas" like those that scroll ads in supermarkets and public transport. The units are controlled using Smart Digital Signage Technology, which makes it possible to create even a single scenario with frame-by-frame synchronization (roughly speaking, the hero of the video can move from one screen to another or sweep from the first showcase to the twelfth with a breeze).

Photo: PRESS SERVICE TSUM
Photo: PRESS SERVICE TSUM

© PRESS SERVICE TSUM

In addition, an updated Giorgio Armani Beauty corner was opened on the ground floor, which will surely appeal to fans of Snapchat and other applications that allow "magic" over the face: a digital fitting room will allow you to try on lip and eye makeup from the latest brand shows. You can also feel like a beauty blogger by recording and subsequently receiving an e-mail video of your makeup session with a list of used products.

Photo: PRESS SERVICE TSUM
Photo: PRESS SERVICE TSUM

1 of 3 © PRESS SERVICE TSUM © PRESS SERVICE TSUM © PRESS SERVICE TSUM

The local Apple Shop has also been "updated": the space has doubled, which means that the possibilities have expanded. By the way, here you can not only buy an iMac or a 4th generation Apple TV set-top box, but also get device setup using the Experience Table for free (this format is presented in Russia for the first time!) And even attend master classes individually or in groups.>

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