A posh stationers in London's Covent Garden has unveiled an "interactive shop window" (ISW) which lets window shoppers see what's on offer before going into the store. Described as a "merging of 'clicks and bricks'", this latest shopping gimmick to hit the Bureau stationery shop is a "blend of the on and offline shopping experience".

The ISW broadcasts images onto a shop window. And since the window is also coated with tiny touch-sensitive sensors, it acts as a giant computer screen, letting shoppers browse products by touching the window - as if they were online.

Anyhow, the system doesn't go as far an allowing shoppers to purchase anything: they have to walk into the shop for that.

According to those in the know, This is "retail theatre", a way of attracting shoppers to stop at your store and, with any luck, get them to go in and spend some cash.

Said Mark Fitzgibbon, MD of Bureau: "With limited in-store capacity for stock-volume and product ranges, we are very excited about the potential offered by the Interactive Shop Window solution. Further, as piece of retail theatre we are confident it will create a huge buzz amongst existing customers and will help attract many new ones.

"However, beyond just a gimmick, we see the ISW as a truly innovative marketing channel to exploit and we are confident it will increase sales, footfall and enhance our reputation as a cutting-edge and sophisticated retailer."

But will ISW stand up to the rigours of everyday street life - such as drunks trying to pee up the window or some vandal chucking a dustbin through the glass? A spokeswoman says: "It's a problem all retailers have." ®

Related stories

M&S site falls over
Europeans ditch TV for PC
Ecommerce to rocket in 2005
Complacent UK corporates 'easy meat' for crooks