Interactive permanent display stimulates impulse buying
In essence displays should bring brands to life at the POS. Campaign success is guaranteed when a display not only informs, but is also able to activate and interact with each shopper. With interactivity in mind, the STI, Toshiba & Ball Packaging Europe project group has developed a new generation of permanent display using Slim Signage® technology from Toshiba. The new Display 2.0 prototype will be presented for the first time at the AfG-Kongress in Düsseldorf/ Germany target group being larger brands and key accounts.
STImulate is a fake energy drink used purely for the purpose to inspire leading beverage producers, which are the customers of all three project group participants. The drink comes in a 250 ml slim can - produced by Ball Packaging Europe.
The "fake" brand name sets the tone for a highly stimulating brand experience in store. Based on a characteristic can shape, the robust permanent display holds up to 172 cans on four shelves and invites consumers to reach in and take one. Thanks to the built-in wheels, the display can be positioned anywhere in store as a freestanding secondary placement.
Beyond the eye-catching graphics, the highlight of the display is the Slim Signage® on the upper shelves. Each Slim Signage® module consists of three 4.3" TFT screens that are easily attached to the shelf or the display. A mains socket powers the panels, which can show videos, online prices or other useful information and are quickly and easily updated via wifi.
On the STImulate display, the video reveals the secret of the STImulate can. When a consumer scans the can with a smartphone, the STImulate flash uploads: this can be used as an unusual frame for a self-portrait to be shared with friends via social networks. At the push of a button, the photo appears on Facebook, twitter, etc. along with a call to interact. This capitalises on the viral effect of recommendation advertising as well as establishing a bond between target group and brand.
Once the campaign ends, a new video is transmitted to the panels - making the display instantly ready for the next promotion. For the retailer, this new generation of displays offers added value without added costs. For the marketer, it offers the chance to be even more creative when integrating online and offline channels.
More Information: http://www.sti-group.com/en/en/news_5/new_products_5/new_products_detail_31040.html
