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Left: Sector helps to put together an interactive POS display for the launch of the brand new Ultrabook range. Below: Images provided by Momentum, who believe that new POS displays give shoppers an exciting reason to keep heading back into a store.


The world of retail is fast becoming a landscape of touchscreens and interactive installations, and this is something that seems to be at the forefront of new POS designs. Technology plays a central role in a huge number of new installations being integrated into retail settings, with everything from fashion to food taking up the trend. “With the development of technology


there comes an increasing opportunity to attract attention among shoppers at the point of purchase,” explains Danielle Pinnington, MD at Shoppercentric. “We’ve seen a range of ideas emerge over the last couple of years, with particularly exciting developments around augmented reality”. This world of ‘virtual’ shopping, where augmented reality allows for a product to be virtually presented using a device such as a mobile phone, tablet or display screen, may seem like it’s stripped straight from a sci­fi novel, but there are devices in use today that are making this a reality for shoppers. “The ability to use the likes of Blippar to make more emotive connections with shoppers at fixture is a real breakthrough, enabling brands like Lego to give shoppers a real sense of the end product in a way that just can’t be achieved by a static image on pack,” explains Pinnington. An installation that is allowing customers to get closer than ever to products is one from Sector, who helped to create a wow factor with a two­metre high beacon designed to attract consumers to visit the new User Experience Zones across EMEA for the Ultrabook™ category of computing devices. The new category needed to be appropriately established to customers, so it was decided that these exciting ‘zones’ would be irresistibly interactive.


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The beacon at the centre of the zone


design offers futuristic gesture recognition technology, which allows customers to stand back from the screen and manipulate the image in real­time to view an animated Ultrabook device from all angles by making movements with their hands in the direction they want the device to travel. As well as providing on­screen


information, each User Experience Station also includes printed product and technical information. The retailer is provided with the opportunity to update this to suit the products they have chosen to sell and display in their Ultrabook zone. The zones have also been designed so that they can readily incorporate new product and campaign promotions, with magnetic graphics that can be easily removed and replaced. “We wanted an engaging way to win


consumers’ attention in store,” says Neil Cox, Intel Director of Retail Marketing, EMEA. “These zones highlight the key features of an Ultrabook device, thin and stylish with great performance and responsiveness. We are very pleased with the final results”. New product launches offer customers


an exciting reason to head back to a store that they may have been to only recently.


The constant refreshing of a store’s offering is what makes customers keep coming back, and POS can play a huge role in this, as Tim Ellis, New Business Manager at Momentum Instore explains; “Quite simply, new products and innovations can help to drive sales across a brand’s whole portfolio, positioning it as the choice for exciting and fresh ideas. Brands and retailers understand that consumers, as cash strapped as they might be, enjoy trying something different, and POS that creates theatre around new products instore can maximise the return they achieve from their latest launches”. The team at Momentum Instore believes


that new technology is set to continue being adapted in stores throughout the UK, as it does prove to be a profitable decision if carefully considered before installation; “Today digital displays are used more strategically, as retailers and brands have come to realise that everything from their size, location, content and quality can affect the return they provide. Experience has also shown that using digital screens alongside traditional POS maximises a campaign’s impact,” concludes Ellis. The introduction of tablet devices into


the retail arena has allowed for some exciting changes in the interaction between customer, salesperson and


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