Tag Archives: digital signage

Burberry Flagship

The new Burberry Flagship store has some great real-life digital (the combination of digital/physical experiences). Much of what was deployed has similar elements we deployed for the Prada Store which is so great to see!

Gucci combines physical, mobile commerce via digital store-in-store

Italian fashion house Gucci is working with Samsung Electronics to offer an immersive in-store experience devoted to the label’s timepieces and jewelry that combines physical and mobile commerce.

“Gucci is essentially providing the ability to learn more about its product line through multichannel approaches with a focus on visual storytelling,” said Dalia Strum, president of Dalia Inc., New York.

“The multiple points of entry to reach as well as educate their consumers establishes a content value across each platform and should result in a stronger return on investment for the brand,” she said.

1) Consumers can scan QR codes placed on Facebook, Google+ and a video on Gucci’s watches and jewelry microsite at http://www.guccitimeless.com to view mobile-optimized content about the new timepieces (see story).

2) The label will push its Bamboo and I-Gucci watch collections via an in-store display with Samsung’s new transparent viewing screens and offer browsing opportunities with a digital shop-in-shop section. Read more on Digital In Store.

Digital Signage Conversation Should Be About Experience

Check out this report by Nikki Baird on Digital Signage. She conclusion is that digital signage has not grown up yet, but good news is the conversation is shifting from one of an advertising play to that of a focus on usefulness of the customer.

“But the retailers who are doing innovative things with in-store media are building their strategy around engagement, not around ads or a direct tie to sales. They are trying to create in-store experiences that provide consumers with a similar amount of information and engagement as they can find online. If you do that right, the sales will follow.”

She also says that what consumers are expecting from screens in any venue is changing rapidly. Not just touch screens but multi-touch, not just interactive but interactive with personal devices. The more information you get from the customer who use the screen then the more you can gauge the impact and value.

4-D Ralph Lauren Projection

In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses. Watch as the New York women’s flagship at 888 Madison Avenue disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space

The so-called fourth dimension was series of additional sensory effects, including sound (music), touch (breezes) and smell (wafts of the brand’s fragrance collection), timed in sequence with the show.

SVP of Advertising, Marketing and Corporate Communications David Lauren explained that the event was all about building mainstream awareness for the company. “We want to make sure we are seen at the cutting-edge of technology and trends [by everyone],” he said. The company also plans to post video footage of the show on its website and mobile applications, hoping the event’s novelty factor will make it “go viral.”

And a short film on The Making of…

Lincoln Center Digital Signage

Chad Batka for The New York Times At Lincoln Center, Information is Architecture

Lincoln Center’s “Blades” is an beautiful implementation of digital signage by Diller Scofidio & Renfro. A great way to get New Yorker’s attention.

Digital Signage at Macy’s

Nice “aura” achieved through the use of digital signage. (My video really doesn’t do it justice.)

Clever “Personalization” by Sephora

Unlike drugstores who don’t let you smell fragrances and departments stores who often require you to ask for assistance Sephora takes a self-serve approach and enables you to sample any fragrance. So I wondered why they would be compelled to put in a fragrance finder. That is until I tried it. The experience was delightful because it recommended fragrances based on a personality test and my friend and I had a lot of fun answering the questions. It made me feel like the fragrances were being selected for me and amazingly it suggested things I had purchased (and loved) in the past.

The only shortcoming was not being able to take the recommendation list with me so I could remember then suggestions.

Walmart Digital Signage Builds Marketing in to the Experience

I really liked this use of signage within the end cap at Walmart. I paused to watch the content which was educational and was more inclined to buy the cereal that would help me loose those extra 10 pounds!

It would be great to know if whether or not this approach of experience zones or content related to the surrounding product is driving sales.

Attracting to a new digital installation

When we thought about the Nanette Lepore Mirror design we had to consider how to “attract” people to the mirror and make sure there was content on it. We had a few ideas that we didn’t end up piloting but we thought would be a fun way to entice people.

1) make it look like someone was washing the mirror
2) have a model look like she was in the mirror and call people over
3) demonstrate the concept in a fun way by having the model act out what we wanted people to do.

Harrah’s Digital Signage!

I am excited to be working on digital signage innovation with the Innovation team at Harrah’s and help them to further leverage their awesome CRM capabilities.

Thought Process for Nanette Lepore Social Retailing

The concept of Social Retailing evolved out of my exploration of how Nanette Lepore could attract the youth consumer. The process started with research about tech-savvy young adults (18-24). Youth are spur-of-the-moment shoppers, buying what catches their eye. But what is most unique about this group is that they like to get advice from their peers, often shopping together or calling each other while shopping. They are at the center of the social computing craze communicating through text messages and IM and sites like MySpace and Facebook.

I developed a persona (an artifact that contains a narrative of the user experience) for how a young adult might shop. This was a useful tool in enabling the channeling of their mindset and behaviors in order to better understand their needs and to engage them. The scenarios that were developed around their needs provided the foundation for the solution.

I wanted the solution to be relevant to todays technology capabilities, capitalizing on some of the principles of Web 2.0. — the idea of the web as a platform where users can participate, control and create data. That interaction is enabled beyond just one device supporting a multi-channel experience during one shopping trip. It can also extend or link to items in the real world with enabling technologies like radio frequency identification and near-field communication.

There are also changes happening around shopping that cannot be ignored. The Web is increasing consumers’ expectations of the in-store shopping experience as well as the use and perceived value of in-store technology. As customers get more comfortable with online shopping they are by extension better prepared to utilize in-store technology. With the depth of information about products online to support their purchases customers are placing new demands for more information in the store. Additionally, customers want control over their shopping experience, choosing fulfillment options, completing self-checkouts, customizing products, and opting-out of promotions.

Finally, an investigation of Nanette Lepore’s boutique revealed an elegant space with lots of large mirrors which seemed like a perfect interface on which to display content. We began exploring options and discovered Seura’s treated mirror glass where the the displays were invisible and the pictures came through as if it is magically displaying on the mirror.

Our early ideas were to create an animated associate who would facilitate the experience but moved away from that to a solution that enabled direct connections between the shopper and her friends. The sales associates physically in the store with the customer could participate in the conversation.

Interactive Store Windows

We’ve been seeing a transformation of the store window, though the use of high-end technology, to not only grab someone’s attention but engage them with a personalized experience. From simple motion interaction to posting and manipulating content, the examples below hit on the business goals of brand engagement, promotion, and being a conduit to sales.

Brand Engagement: Tommy Hilfiger Denim
Just launched, Tommy Hilfiger enables customers at selected Tommy Hilfiger Denim stores to engage with the brand in a very personalized manner. People passing by can join the Hilfiger Hall of Fame, by adding their pictures via a pioneering interactive storefront campaign.

1) Customer’s can capture, manipulate and submit an image of themselves as part of collage of images being shown on digital screens in the shop windows
2) Opt-in to Hilfiger’s email newsletter enabling them to have an ongoing “dialog”
3) And they can have their own t-shirt printed with their design

Promotion: Elle Macpherson Window
During New York fashion week in 2007, Elle Macpherson Intimates used a large motion-sensitive display that enabled someone passing by to wave their hands to move a virtual black curtain and reveal a woman in lingerie. Great idea for an eye-catching display.

Conduit to Sales: Ralph Lauren US Open Window
In August of 2006, Ralph Lauren official sponsor of the US Open, used interactive windows to enable after hours shopping and to promote its US Open branded tennis apparel. The display also offered tennis tips and information about the tournaments history. The same functionality was available on the tournament grounds.

Customer’s can shop around the clock and could purchase right at the window through a credit card swipe (they could also have a shopping list sent to their email for purchase later.) Shoppers could have their purchases delivered to their home.

Great idea for US Open attendees who are at the event all day during store hours and having things shipped to their home instead of having to lug them back in their suitcase.

Promotion: Orange
Christmas 2007, to stand out from the crowd Orange used a gesture-based technology to enable people to interact with their store front to check the news, watch music videos and movie trailers, play computer games and access content.

Are they worth it?
These installations are usually for one-off events and are designed to create a buzz and promote a brand. The direct effect is hard to measure. It is a great place for digital signage and interaction because people naturally look in store windows. If you can get them to pause and spend time they are more likely to recall the brand. They can engage during off-hours when they can’t enter the store and can leave their contact information for future follow-up. And of course it generates excitement that gets talked about in the press (online and offline).

It will become more interesting when people can use their phones to control the content of the screen and get personalized SMS messages.