Interactive Window Helps Green Roots and Fight Climate Change
by Ron Dembo, Zerofootprint 
on 09.26.07
Roots, a leading Canadian lifestyle brand, has launched an interactive window display to help you shrink your carbon footprint. Through the display, you'll also be able to help Roots reduce their environmental impact. Plus, the technology will allow you to shop regardless of store hours … literally 24/7!
The slick, 60-inch touch-screen display is mounted right in the window of their flagship store, located in downtown Toronto at 100 Bloor St. West. The screen is not only fun to use, but presents crisp, high-resolution images that will redefine the shopping experience. It was created by iGotcha Media, a provider of turn-key interactive digital signage solutions, and will be maintained by Real World Communications.
Passersby can use the screen to sign up for "Roots Insider," an e-mail database that will allow shoppers to access more environmentally-friendly options, like the store's online and tree-free catalogue. The screen will also promote the importance of helping our environment and balancing out our carbon emissions with offsetting. "The interactive touch screen is an excellent platform to help promote the launch of our new carbon credit initiative because it is an entirely paperless way to bring our Roots.com promotion to one of our stores," explains James Connell, Director, eCommerce, Digital Marketing & New Media at Roots.
To thank users for taking the time to subscribe to "Roots Insider" with the screen, Roots will offset the equivalent amount of carbon dioxide that would be emitted by driving 50 km with ISO-certified reforestation credits offered through Zerofootprint. 50 km is the average distance shoppers drive to get to one of their stores and so, by doing this, the user's next shopping trip will be carbon neutral.
You can also use the display to browse roots.com and purchase your favourite Roots items.
If you're not able to stop by the store yourself, visit YouTube to see how this visually-impressive technology works.
The window display was set-up during the ever-popular Toronto International Film Festival and will remain at the store until at least the end of September.
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well i sure hope that they're using your carbon calculator, Ron, that would make the experience really worthwhile!
50 km is the average distance shoppers drive to get to one of their stores?!?!?! Good God.