'Catwalk to Cart' was a mobile experience that allowed fashion show attendees at Myer's VAMFF show to shop live from the catwalk for the first time. As models walked the runway their image and outfit displayed on attendees mobile phones. Attendees could explore outfits they liked and use an intuitive tinder-style interface to save items to a personal wishlist. At the end of the show they edited their wishlist, emailed it to themselves or transferred it direct to a Myer.com shopping cart to purchase.

After the show, 'Catwalk to Cart' was repeated to a mass audience. Event videos were edited into 3-minute highlights sequences. These videos were then displayed in store windows and on digital outdoor sites around Melbourne's fashion district. Passers-by logged onto a mobile URL, identified which screen they were viewing and explored outfits, saved items to wishlists and purchased direct.

The seamless and intuitive experience belied the complexity of the undertaking. Integration with Myer's e-commerce site, syncing hundreds of mobile devices to deliver a personalized experience, execution at a live event environment and then managing multiple screen locations with different display timings was hard.

Importantly this was not an App-based experience, users simply logged onto a mobile URL.

The effort was rewarded however as attendees of the show and passers-by who participated in the outdoor experience were surprised and delighted. The simple magic of seeing models displayed on mobile screens synching perfectly with a live performance and/or a catwalk video was captivating. The ability to then explore outfits they liked, create a wishlist and purchase made the undertaking a rich and unique shopping experience.

The outdoor experience ran for two weeks in Melbourne across a variety of large format, AdShell and in-store sites.

The average engagement with the live-show interface was 14 minutes (the show lasted 20 minutes) and attendees 'swiped right' on over 6,400 individual products on the night.

'Catwalk to Cart' delivered a 40% sales uplift on the previous year's VAMFF show (direct online sales on the night).

When combining the show, the windows and the large format outdoor, 15,057 individual products were pushed direct to a Myer.com shopping cart and an additional 7,340 were saved to wishlists and emailed.

The value of items at the show ranged between $24.95 and $1,800.00, so 'Catwalk to Cart' delivered a sales opportunity in excess of $4m - an opportunity that would previously never have existed.