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.
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.
“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.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media