Facebook Meets The Mall; IconNicholson Mashes Up Social Computing and Shopping - to Target Young Adult Shoppers in the X07 Store of the Future at Retail's BIG Show 2007. It's the birth of Social Retailing(TM). Got it.

NEW YORK, Jan. 15 /PRNewswire/ -- IconNicholson, a leading full-service digital agency to Global 1000 companies, ups the ante for retailers trying to reach young shoppers, with its designs for a unique in-store shopping experience known as Social Retailing(TM). The company's innovative approach to shopping will be unveiled at this year's National Retail Federation (NRF) Annual BIG Show 2007, January 14-16, at the Jacob K. Javits Center in New York City and features IconNicholson's work for renowned fashion designer, Nanette Lepore.

Social Retailing(TM) brings today's digital lifestyle into the retail store with community-building tools and user-generated content capabilities that help tech savvy, young adults -- typically compulsive and social shoppers -- connect in real time with their friends to share their shopping experiences. One of the key technologies behind Social Retailing(TM) -- Near Field Communication -- further serves to help retailers monitor inventory in real time and collect data that provides valuable insight into customer mindsets, behaviors and evolving needs.

"Social retailing is a concept that evolved out of our work building personas based on youth shopping needs, behaviors and current technology trends," says Rachael McBrearty, VP Creative Strategy. "The demonstrations in X07 provide retailers with a vision for how they can reach the audience at the center of the social computing craze seen in websites like YouTube and MySpace, to connect in-store shopping with the online world in a way that is new, entertaining -- and completely relevant."

The X07 "Store of the Future" is a state-of-the-art, pop-up boutique created by Hybridia Design that features interactive kiosks and displays throughout 11,000 square feet. It offers X07 attendees a look at the latest ideas and retail techniques for captivating the ever-elusive young adult shopper.

IconNicholson's Pop-up Shop within X07 showcases the firm's work with renowned fashion designer, Nanette Lepore, and uses clothing and designs from the Nanette Lepore collection to demonstrate how young shoppers can move from online to mobile, interacting through text messaging, IM and email for a unique shopping experience. IconNicholson is also partnering with MasterCard SecureCode in the X07 ET Lab to demonstrate how the online checkout process can be securely protected against unauthorized card usage.

"The technologies behind social retailing tap two major industry trends that will drive change into our clients' businesses for the next several years," says Christopher Enright, Chief Technology Officer. "Near-field Communication and Web 2.0 together show how much impact the emerging Internet of objects will have on everyday life."

With Social Retailing(TM) today's retailers can successfully attract more shoppers, deliver promotions more effectively and benefit from positive word- of-mouth.

"We are excited to once again be invited by the NRF to dream a little about the future of retail," said Tom Nicholson, Founder and CEO. "Our project teams have applied the same innovative thinking and great design they bring to their work for clients, to give BIG Show attendees a taste of what the not-so-distant future of retail will be like. In fact, everything we are showing in these social retailing demonstrations is possible with today's technology."

About IconNicholson

IconNicholson is a leading full-service digital agency to Global 1000 companies. Since 1987 the firm has pioneered the use of innovative, digital solutions to help clients engage, delight and interact more profitably with customers. Its clients include leading brands such as MasterCard Worldwide, Prada, Nestle, Novartis, EMI Music Publishing, Bristol-Myers Squibb, British Telecom, Fujifilm, and The Metropolitan Museum. www.iconnicholson.com

IconNicholson maintains a 3,000 sq ft Retail Center of Excellence in its New York City offices where it develops and showcases leading-edge, retail solutions based on emerging technologies. Live demonstrations span from supply chain to store with a focus on how technology can impact the customer experience. The facility is available to clients and industry partners for live demonstrations, sales and employee training.

About the National Retail Federation (NRF)

The National Retail Federation is the world's largest retail trade association representing an industry with more that 1.6 million U.S. retail establishments, more than 24 million employees -- about one in five American workers -- and 2005 sales of $4.4 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.

Source: IconNicholson

CONTACT: Joseph Olewitz, SVP, Client Relations, IconNicholson,
+1-212-274-0470, jolewitz@iconnicholson.com

Web site: http://www.iconnicholson.com/
http://www.nrf.com/

NOTE TO EDITORS: Digital images and additional information about the IconNicholson Retail Center of Excellence are available upon request. Individual on-site tours and technology demonstrations can also be scheduled by contacting Joseph Olewitz or mktg@iconnicholson.com