Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.

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Source: Sawhorse

What is it?

Athleisure retailer Alo Yoga has made an update to its sanctuary on Roblox. Designed to bring “movement and mindfulness” to immersive gaming, Alo Yoga is combining digital with physical in this refresh.

In a first for Roblox, Alo Yoga is inviting players to go beyond the digital sanctuary and into one of its 150 retail locations for customers to access exclusive rewards.

Roblox users can scan a sticker on store windows featuring near-field communication technology to unlock a free virtual item.

These virtual products are only available to those visiting a physical Alo store.

The sanctuary features scenic roadways, sand trails and a running track offering routes for every user’s pace.

Customers can take on running challenges, collecting coins to complete their mission and immerse themselves in the brand’s performance footwear.  An Alo trainer is also on hand to provide encouraging audio clips throughout the journey.

The gym areas have also been upgraded to bring wellness to the next level as interactive Alo-branded equipment such as treadmills, weight benches, and exercise bikes have been introduced for players to personalise their routine.

Alo is also offering free user-generated creation items to celebrate the update. It is bringing in rare paid items for players looking to enhance their wardrobe. 

Why does it matter?

In partnership with creative agency Sawhorse, the revamped experience aims to offer a “captivating wellness adventure” and a “restorative escape” for Roblox users.

The aim is to connect Alo’s stores with the immersive gaming platform to blend both physical and digital experiences for customers.

In a first-of-its-kind activation on Roblox, the athleisure retailer is gamifying the shopping journey through digital collectibles with a unique proof of attendance protocol experience when customers visit a store.

Users can scan the window signage at an Alo store with their mobiles, access a microsite, verify their Roblox account and unlock an exclusive virtual varsity jacket which will appear the next time they log onto the gaming platform.

Strategic implications

There have been over 117 million visits to the sanctuary experience on Roblox with the reception inspiring Alo to keep innovating and elevating the offering.

“The refresh of our Roblox experience perfectly aligns with the launch of our ‘Move Into Wellness’ campaign, emphasizing movement, recovery, and mindfulness − core pillars of our brand. This update introduces exciting new features, including running challenges and Alo Moves yoga and meditation content, creating a fully immersive wellness experience”

Danny Harris, Alo Yoga co-chief executive and co-founder

Winning strategies

  • Elevated customer experience

  • Focus on innovation

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