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OXO unveils new branded fixture in John Lewis

The cutting edge new concept features innovative technology aimed at enriching the customer shopping experience.

OXO’s newly installed Retail Evolution Fixture brings a premium kitchen environment to the store, allowing consumers to imagine OXO tools in their own home, while the new Lift & Learn technology visually explains the story of selected tools, all with the aim of driving awareness and sales.

Located in a high footfall area, the island fixture is in the centre of John Lewis Oxford Street and is designed to make shoppers feel as though they are in a real kitchen environment. The fixture covers all key areas of OXO’s offering from barware and entertaining, through to a cutting edge cooking prep section, and includes iconic tools such as the peelers, Angled Measuring Jugs, Steel collection and POP containers.

Innovative lift & learn technology is featured in the instalment to deliver a new level of product interaction. Consumers are encouraged to actively interact with OXO products via sensor activation technology, which triggers the initiation and projection of video content into a digital screen. This concept enhances consumer engagement and blur the lines between the physical in-store experience and technology, creating a seamless integration.

Max Viale-Sole, sales manager UK & Ireland, commented: “The new Retail Evolution Fixture is a step forward for the brand. We want to showcase what makes OXO products better, helping consumers make more informed purchasing  decisions.

“The lift & learn technology is something we haven’t explored before as a brand, but we see it as a key driver for growth in the UK. This interactive experience ensures our customers can get a deeper look into our product features and benefits and what makes OXO products so different.”

Maria Spagnuolo, EMEA brand manager at OXO, added: “The key purpose of this activation is to fully immerse the consumer into the OXO environment and make them feel as though they are in their own kitchen, using our products for themselves.

“We want consumers to recognise OXO as a pioneer in the housewares market, constantly striving to bring innovation and newness. The retail landscape has adapted and continues to evolve, so we’ve worked hard to meet the changing needs of consumers with this new shopping experience.

“We’re keen to learn from the data and analytics that come from the Lift & Learn technology, that will allow us to evaluated the success of products in-store and monitor customer preferences, supporting us in building on our marketing strategy based on real customer data.”

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