Winner
Medium confidence
In-Store Screen Idle State Redesign → +51% Interaction Rate — Tommy Hilfiger
Conversion.com redesigned Tommy Hilfiger's London flagship store interactive screens. Changed idle screens from utilitarian to hedonic/aspirational imagery. Added bold floor signage with arrows and directional cues explaining screen purpose. Introduced 'pay on phone' modal for checkout privacy. Based on 4-week pilot with staff interviews and in-store user testing.
Hypothesis
Redesigning in-store interactive screens with hedonic (enjoyment-based) idle visuals and physical floor signage directing attention to them would increase customer interaction rates
Why This Works
Key Learnings
Expected Lift Range
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Research Finding
Principle
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