'Customise Your Kit' at LFC Superstore

Working with our Group partner, Retec Interface, it took just four weeks from the initial brief for Liquid to provide a unique 'Customise Your Kit' kiosk interface to S'Porter, the company run by George Davies (famous for launching Next and 'George at Asda').

Installed in the brand new £1bn Liverpool One shopping centre in the heart of the city centre, the kiosks are aimed at reducing the time customers spend choosing names and numbers to be printed onto replica kits, as well as reducing spelling errors and misunderstandings of what customers want on the back of their shirts.

Liquid's creative manager, Lloyd Harrison, said: 'Without the kiosks, the manual process for shoppers choosing a name and number was time-consuming and error-prone. They'd pick up a shirt, queue at the tills and then make their decision with the cashier, whilst other shoppers waited behind them. Mistakes happened as a result of either the cashier mishearing the shoppers' request, misspelling the name or not being able to read the shopper's handwriting.'

'The kiosks have helped to take the decision making process away from the till area. It presents the latest LFC squad names on-screen or let's them type in their own names. By scanning in the shirt they want to print on, the customer is made aware of how many letters can fit on the shirt and which options such as Premier League or Champions League patches are available. Once they've made their choice they go to the till with the kiosk's printout, pay for it and then go downstairs to the chill out area. When the shirt is ready, their collection number appears on the call-forward board, which we've created especially for the store.'

Liquid's Managing Director, Simon Edwards, added: 'After the first few days of trading, kiosk driven sales accounted for 78% of all replica kits printed in the store, a fantastic and instant achievement for such a new initiative. The interface is intuitive to use and shoppers of all ages understood the concept on first sight and seemed to enjoy the experience of using the kiosks.'

Liquid have also supplied a bespoke 'Back Office' application for the store manager to access system and usage reports for the kiosks which provides complete flexibility and instant reaction to changes in the LFC squad. Retec installed the 42" call-forward board plasma, eight 15" and two 19" touchscreen units into the shop in time for the grand opening by Anfield-favourites Phil Neal, Alan Kennedy, Jason McAteer and Jan Molby on 29th May 2008.