Digital Signage In Retail Chris Chen
2 likes404 views
This document discusses 3M's digital signage solutions for retailers. It proposes using customized, interactive multi-touch displays with visually engaging and time-sensitive content to create a more immersive in-store shopping experience for customers. The presentation recommends applying principles of visual science to ensure the content stands out and grabs customers' attention. A combination of digital signage software, projection films, touchscreens, and data analytics can enable retailers to build customized, interactive brand experiences that influence purchasing behavior.
Digital Signage In Retail Chris Chen
- 1. 3M Digital Signage Solution Working the magic for digital signage networks ways to reach your audiences Digital Signage in Retail - Reinventing in-store experience with interactive digital signage solution Chris Chen APAC Marketing Manager 3M Commercial Graphics Division On-floor seminar presentation for: Digital Signage World Asia 2010 (9-10 Nov 2010, Singapore)
- 2. New era in-store retail experience Creating Interactive Brand Touch Points • Customized Display • Interactive Contents • Visual Attention solution • Interactive Multi-touch screens Agenda
- 3. Let’s first understand GEN Y’s problem Too many choices and too little time Most offerings have similar quality and features So we based our buying choice on Trust
- 5. Pre- Purchase Experience So what’s Brand Touch Points? • The points that your Brand touches or Interacts with your customers Post- Purchase Experience Purchase Experience
- 6. Direct Mail /Samples Advertising Deals & promotion Coupons & Incentives Sales Person Packaging Loyalty program Newsletters Customer Service Product & Package Performance Pre- Purchase Experience Post- Purchase Experience Purchase Experience Store & Shelf Placement P.O.P Displays Brand Touch Point for retailers How to make the touch points an “interactive” in-store experience
- 7. Create High Impact interactive touch points for retailers 1. Break away from conventional Media frames vs vsTelevision Poster Promotion 资讯资讯资讯资讯,娱乐娱乐娱乐娱乐 +促销促销促销促销 Infotainment Infotainment
- 9. Create High Impact interactive touch points 2. Relevant content according to customer priorities • Analyze customer segments – Region, Age, Gender, Account type, transaction • Display part-day, time-relevant contents – Housing loans – Car loans – Investments – Stocks – Life Insurance – Education funds – Retirement planning 2.7% p.a effective rate ! Ovesea students’ best protection
- 10. - e.g. Hourly special (linked to inventory) Relevant contents
- 11. Create High Impact interactive touch points 3. Right positioning & placement to create high visual attention grab to induce buying behavior The science behind BUYING BEHAVIOUR
- 12. • How people select, process and store visual information • ~50% of our cortex (brain) is devoted to vision • Yet, while human vision is extremely powerful & efficient … Several limitations exist Visual Science
- 15. Requires coordination target “hidden”
- 16. - Adding visual attributes increases “effort” required to process them =>The format and placement of the Contents may have great influence on the intuitive visual response X O O X XX X X X X XX O O O O O O O O O Visual Science O X O O X ?
- 17. • Reduce “effort” required to process visual environment – Right placement of screens to let the target pops out – Use appropriate contents format to accentuate the message – Check out 3M V.A.S Visual Attention Service www.3m.com/vas Applying Visual Science to enhance interactivity 44 11 22 33 55
- 18. Enabling technologies for Interactive Digital Signage in retail environment Digital Signage Software 3M VIKUITI™ Rear Projection Film Multimedia Projectors Visual Attention Solutions / 3M informatics Interactive Touch System
- 19. T-Mobile Retail outlets (Blending display with visual environment and C.I.)
- 20. Large format advertising screens
- 21. Large format “interactive” screens
- 24. Interactive contents + multi-touch capability 78”diagonal interactive screen
- 25. When you combine these enabling technologies together High impact, interactive, rich media in-store experience
- 26. Summary : To create high impact interactive in-store experience • Custom-shaped Display • Relevant time-based Contents • Apply Visual science for interactivity & ROI • Enabling interactive Multi-touch experience
- 27. Thank YouThank YouThank YouThank You Christopher Chen APAC Marketing Manager Commercial Graphics Division Email: chrischen@mmm.com 3M Rear Projection Film: www.3MGraphics.com/rpf www.vikuiti.sg 3M Visual Attention Service: www.3m.com/vas 3M Informatics : www.3m.com/informatics 3M Touch solution: www.3m.com/touch01