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EVENTSNEWS


11


BLEEP POWERS OLYMPICS EPOS T


he recent London 2012 Olympic and Paralympic Games saw touchscreen electronic point-of-sale (EPoS) designer, manufacturer and supplier Bleep UK equip 107 official merchandise stores and kiosks, in 30 locations, from the Olympic Park to Hampden Park, with over 1,000 terminals. The 40,000-square-foot Olympic


Park megastore acted as the flagship store, offering the most extensive range of the London 2012 licensed products under one roof, with further superstores in the Olympic Park and the Athletes Village. The main non-venue retail outlet was based in Hyde Park, which as a 12,500-square-foot temporary structure was London’s largest ever ‘pop up’ shop. The Retail People, the exclusive in-


venue retailer of official merchandise established specifically for the London 2012 Games, was responsible for selecting a robust and reliable EPoS system capable of serving large volumes of customers quickly and efficiently, while also supporting contactless and mobile phone payments from Visa. The exclusivity arrangement of Visa, as a sponsor, meant only Visa card payments could be accepted, in addition to cash, presenting a unique challenge for


DOOH TECH TARGETS OLYMPICS SPECTATORS


A number of brands took advantage of interactive digital out-of-home (DooH) advertising content to reach visitors to the world’s largest sporting event this summer. Network operator and DooH


advertising designer, Monster Media, worked with a number of brands to create interactive advertising content that engaged spectators through touch, photo capture and gesture- based interactivity. To promote Westfield’s “Official


Bleep, alongside crucial operational issues such as reliability and speed. Both the TS-915 and TS-910 touchscreen terminals, complete with built-in laser scanner and bespoke software, were installed throughout the estate, alongside Ingenico electronic file transfer (EFT) devices and thermal receipt printers. This ensured the quickest transaction process possible, with no compromise on accuracy or security. All terminals reported back to Bleep’s web-based back office system, allowing for real-time access to live sales information from any outlet. Each was different; ranging from the Olympic Park megastore containing 66 Bleep TS-910 terminals, while temporary mobile units contained a single TS-915 Terminal using 3G for EFT and back-office. Mark McDowell, project manager of the entire project on behalf of Bleep and The Retail People, told Retail Technology:


Shopping Centres of London 2012” initiative, Monster Media created an interactive photo collage on a LCD wall that allowed users to explore Westfield’s various international properties and global initiatives. The designer also used its


partnership with airport media conglomerate EYE to run an innovative DooH campaign at London’s Gatwick Airport launching the UK’s ‘first interactive virtual supermarket’ for Tesco. EYE’s kiosks, or Eyelites, located throughout the airport allowed travellers to scroll through grocery products in a virtual refrigerator using touch interactivity to order goods and promote Tesco’s virtual shopping app. For shoe company Sperry Top-Sider,


“Thorough planning and a military style operation was at the heart of the success of the deployment of EPoS systems for the merchandise stores at the London 2012 Olympic Games.” He added: “Unique challenges were faced throughout the project, from power and network connectivity to staff accreditation and security, not to mention issues relating to the system itself, such as contactless and mobile payments, as well as the Visa exclusivity. The robust and reliable solution that was supplied ensured that what we implemented was successful.”


EVENTS


PCI DSS European Community Meeting


22 October 2012 The Royal Dublin Society, Ireland www.pcisecuritystandards.org/ communitymeeting/2012/europe


The Independent Retail Show 28 October 2010


National Exhibition Centre, Birmingham www.independentretailshow.co.uk


Retail Technology Forum 2012 29 October 2012 Arabella Western Cape Hotel and Spa, South Africa www.openroomevents.com


u The Retail Business Technology Expo 2013, at London Olympia from 12 to 13 March, will see the launch of The E-commerce Pavilions in association with IMRG, The Mobile Customer Experience Zone and The MetaPack Home Delivery Experience Zone, where visitors will be able to find out more about these emerging core business areas.


the agency created a digital beach ball game, which ran on a LCD wall set up near the Olympic sailing events. The game was controlled through gesture- based infrared technology and gave players the opportunity to win prizes by touching floating instant win bubbles that appeared at random. “Using non-traditional DooH


networks, combined with interactive, dynamic content has been a great way to break through the advertising clutter that surrounds an event like the Olympics,” said John Payne, president of Monster Media. “These networks can now go beyond just presenting ads – the DooH content can pull in viewers and engage them through longer periods of time.”


u The


Independent Retail Show 2012, at the Birmingham NEC from 28 to 29 October, will offer the smaller High Street retailer the opportunity to spend the day with top suppliers from a diverse range of market sectors to discover new products, services, ideas and ways to make money and stay ahead of the competition.


SEPTEMBER/OCTOBER 2012 RETAIL TECHNOLOGY


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