Amazon Alexa Retail

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Amazon Alexa Retail

Amazon

Finding a home in retail

Elevating Amazon Alexa’s Best Buy in-store display to drive brand engagement and product education.

Overview

Amazon partnered with Indigo Slate to reimagine their Alexa in-store experience at Best Buy. Our goal? Boost brand awareness and provide consumers with a deeper understanding of the Alexa smart home ecosystem.

We set out to level up the average customer’s understanding of Amazon Alexa products, and make them feel right at home. Through interactive IRL touch bars, immersive videos, and omni-channel support — we helped customers explore the range of capabilities made possible with Alexa products.

Client name

Amazon

Discipline

brand, campaign

A photo of the Amazon Alexa store display in Best Buy

Approach

To maximize the impact of Alexa’s in-store retail space, we structured interactions across three stages of our purchase funnel—Attract, Engage, and Convert.

Upon entering our Super Table experience, customers were greeted with a simple message; “Welcome to your Alexa home.” A playful invitation, emphasizing the seamless integration of Alexa devices across the entire smart home experience, designed to welcome both existing and new users.

An in-store mockup of the Amazon Alexa Supertable

Attract

Create a calm, welcoming environment that stood out among a sea of in-store distractions.

• Signage highlighted brand and product messaging.

• Looping custom 3D motion videos displayed on our interactive touch bar screens.

Engage

Capture interest and drive connection with Alexa & smart home products.

• Displayed products in a welcoming 3D home environment.

• Let our audience drive their own education through interactive UI.

Consideration

Inform decision-making by providing detailed product information.

• Focused on breadth of features ranging from device compatibility to technical features.

• Allowed customers at the end of the funnel to compare their selected product to similar devices.

Welcome to your Alexa home

With 13+ unique products across 5 rooms, we had to highlight a lot of use-cases in very little time. Strategy became storyboards and storyboards turned into shot-lists. When it was all said and done, we filmed a 45-second attract loop video that not only featured a collection of product stories — but transformed a fluorescent retail display into a fixture that felt like home.

A video is shown playing on the in-story display television highlighting various Amazon products

Opening the door

Immersive 3D home environments allowed customers to view each product in real, lived in spaces. This lowered the barrier of entry for those who may not “speak tech”. Once customers start to visualize the products in the home, it becomes easier to explain what the products actually do.

CS_Totem Wall Mock Up for Attract section 1

A person pointing to an Amazon Blink device on an interactive screen

Educating the masses

Designing a two part interactive experience allowed customers to toggle between the “Learn More” and “Compare” modules. The “Learn More” screen focused on the breadth of features, ranging from device compatibility across home, apps, and products—highlighting unique features and technical specs. Our “Compare” screen allowed customers at the end our funnel to compare their select product to similar devices—highlight which fit their lifestyle best. This interactive display allowed our audience to move through the funnel at their own pace.

Driving the conversation

Once customers explored devices of interest across various room environments, they were prompted to learn moe about each device. From there, we made it easy to select and compare devices across the Amazon Alexa ecosystem. Through this immersive educational journey, we effectively ushered customers through the entire retail funnel in a matter of minutes.

35+ product card variations

Some examples of the product card variations we created for many Amazon products

Transformation

The Amazon Alexa retail display was an overwhelming success—driving in store purchases at 300+ Best Buy locations across the US, Canada, and Mexico.

A collage of images showcasing Amazon products and retail activation.

A design system that scales

Our system was so effective, we were asked to scale the thinking into a similar retail display for other Amazon brands including Kindle E-readers and Fire Tablets.

Product card variations from Amazon Fire and Kindle.

Credits

Creative Director 

Colin McKeveny

Associate Creative Director

Colton McMurray

Senior Copywriter & Strategist

Taylor Fagan

Designer

Sarah Cederberg

3D and Motion Designer

Luis Aaron Vazquez Silva

Executive Producer

Erik Williams

Senior Video Editor

David Faddis

Engagement Manager

Loren Ramsey

Project Manager

Aura Piedrahita

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