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Modell’s CEO Mitchell Modell goes virtual for Super Bowl


Modell’s CEO Mitchell Modell will be extending a personal welcome to Super Bowl fans who visit the flagship store in Times Square, N.Y., via the Tensator Virtual Assistant. The company has invested in the interactive digital signage to personalize its brand and reach out to customers in more than 10 languages.

The “Virtual Mitchell Modell” provides suggestions on Super Bowl gear; shares information on apparel, footwear, sporting goods and licensed team products; informs customers about the store’s loyalty program and how to sign up; and even gives directions to where certain items are.

He also invites shoppers to provide their email addresses upon checkout so they can get up-to-date information on sales and be invited to special events, including celebrity appearances.

In the course of seven different scripts, customers are thanked often, asked to email Mitchell directly to share their in-store experience and reminded of Modell’s tagline “You Gotta Go to Mo’s!” Tensator’s Virtual Assistant interactive panel lets customers elect to hear the information they need in Arabic, Chinese, French, German, Italian, Japanese, Korean, Portuguese, Russian and Spanish.

“The Tensator Virtual Assistant takes digital signage to a whole new, personalized level,” said Lynn LaRocca, SVP, marketing, Modell’s. “Our Time Square store is regularly really busy — and with the added Super Bowl traffic, we needed a real attention grabber. It’s fantastic to be able to capture the personality of Mitchell and have him be the one to guide, inform and connect with shoppers from all over the world as the face of the company and its brand.”

“We are pleased to partner with the team at Modell’s and are happy that they have turned to Tensator to improve their customer in store experience. Having the ‘Virtual Mitchell Modell’ welcome, thank, inform and engage international shoppers will provide a positive in store experience for the Modell’s guest,” said Bill Vetter, SVP and GM, Tensator. “Through our wide-ranging retail solutions, our aim is to further support Modell’s business objectives by helping drive customer efficiencies, in store messaging and in turn, drive additional sales and guest satisfaction levels. We look forward to a long and mutually beneficial relationship with our friends at Modell’s.”

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