Customer Experience Takes Center Stage at Time Warner Cable’s NYC Flagship Store

Customer Experience Takes Center Stage at Time Warner Cable’s NYC Flagship Store

Larger-Than-Life Mobile Station Looks and Behaves Like Giant Mobile Device; Interactive Tablets and Digital Signage Enhance Customer Experience

NEW YORK, NY — Retailers are increasingly turning to interactive technologies to enhance customer experience and increase brand engagement. The latest example comes from Reality Interactive, a digital merchandising firm, that has been working with Time Warner Cable for over a year to redesigned their retail experience. After rolling out 20 smaller stores nationwide in 2013, Time Warner Cable has now unveiled their newest flagship store at 43 West 23rd Street in New York City. The grand opening event is slated for March 18, 2014.

Time Warner Cable’s Flagship Store features a range of digital installations that include multiple video walls, interactive product demos, a digital fireplace, and several 21 inch interactive tablets that combine product information with internet browsing. A Mobile Station features a larger-than-life, 90 inch custom-built tablet that looks and behaves like a giant mobile device. In addition, smaller signage tablets highlight relevant offers to customers during face-to-face contact with Time Warner Cable associates.

Interactive Tablets, Touchscreens, and Digital Signage Enhance Customer Experience and Increase Brand Engagement

According to Reality Interactive, each piece of technology was strategically placed to maximize customer and employee traffic flow, crowding, engagement zones and sightlines. The placement of each digital experience was designed to encourage traffic movement in some areas while discouraging crowding in others, and various techniques were used to draw customers in. The screens are placed so that they are visible from different locations in the store.

Interactive Tablets, Touchscreens, and Digital Signage Enhance Customer Experience and Increase Brand Engagement

“This was an exciting project for us because we could take everything we had learned from the smaller stores over the past year and apply it to this new grand retail environment,” said Doug Hampton-Dowson, Creative Director, Reality Interactive. “The customer experience was always the central focus for us. We wanted to create the right blend of entertaining, relatable content with just the right amount of brand messaging. Our challenge was to create an environment where customers could experience intangible Time Warner Cable services in a tangible way.”

Customer Experience Takes Center Stage at Time Warner Cable’s NYC Flagship Store

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