M-Retailing

Doctor Who offers immersive mobile retail experience – but is it bigger on the inside than the outside?

BBC Worldwide is to launch its first ever shop devoted to Doctor Who at the Doctor Who Experience at Olympia in London and the store will see smartphone owners (and those lucky enough to have a sonic screwdriver) get an immersive experience in the store

Not content with saving planet Earth on numerous occasions – and at numerous points in history – Doctor Who is also playing his part in making mobile part of the retail experience. BBC Worldwide is to launch its first ever shop devoted to Doctor Who at the Doctor Who Experience at Olympia in London and the store will see smartphone owners (and those lucky enough to have a sonic screwdriver) get an immersive experience in the store.

The store, the first of its kind devoted to a single BBC programme brand, will feature free closed loop wifi, which the BBC is taking full mobile advantage of. While receiving redeemable coupons for use in the Doctor Who shop, visitors can also use smartphones to enjoy an immersive browsing experience related to the aliens, monsters and storylines at the show. It is the first time an event at Olympia has used wifi to enable mobile content to be distributed this way.

The Wi Fi service has a login interface and one click access to content. From a special offers area, users download promotional barcodes which are then swiped at the checkout reader in the usual way, with price reductions shown at the till and on receipts. The wireless service is security encrypted and much faster than any 3G network. Much of the material for download is exclusive to the Doctor Who Experience with a wealth of facts, figures and information. A special subtitling service can be accessed for the deaf, ensuring the Experience – led by the Doctor’s own vocal commands – is just as meaningful.

The shop will open on 20th February in tandem with the Doctor Who Experience and remain open throughout its run.