16
FEATURE: SCREENS, SIGNS & SITES
Right
DIRECTION
When funding is already stretched to the limit, will centres choose to invest a
substantial sum into digital wayfinding? And can they afford not to?
L
ike most things in the modern world, wayfinding has become other benefits of such a flexible system. “There is unlimited scope for
part of the digital revolution. Companies are developing advertisements,” he says.
complex software and design packages that provide “Centres can choose as many screen pages as they wish, in
customers with quick and easy to use applications. But the costs whatever rotation, displaying for as long as required. Constantly
of installing and running digital systems are inevitably higher than changing screens capture attention, and media can be scheduled
non-digital alternatives. How are shopping centres choosing to relating to particular consumer groups, for example targeting business
invest in the future of wayfinding? people at lunchtimes Monday to Friday.”
A fundamental benefit of digitalisation is its flexibility. Digital Digital navigational tools give shoppers such specific directions
wayfinding systems can display interactive maps, special offers and that advertising can correspond to the stores or food outlets along
opening hours for either the centre itself or for individual stores. a particular route, making them far more attractive to potential
Systems can be tailored to suit the needs of specific shopping centres advertisers. “It can provide contextual content and advertising, since it
with as much or as little content as required. ‘knows’ where they’re heading and what they will be passing on their
Traditional signage has always taken time and money to alter if way,” says Smith.
an expansion changes the centre’s layout. But digital packages allow As well as third-party advertising, centres could also charge
information to be updated easily and regularly. Digital signage agency, retailers for any information regarding individual store promotions or
Pixel Inspiration, has recently launched an interactive touchscreen opening hours. So in the long term – providing centres can sell enough
application, Way2Go, that allows shopping centres themselves to advertising – digital wayfinding is meant to pay for itself. Capital costs,
update the system without having to go back to the manufacturer.
Nikk Smith, technical director at Pixel Inspiration, says this is a
major advance in digital wayfinding technology. “The one and only
reason that anyone is interested in Way2Go is that it can reduce their “It can provide contextual
operating costs. Digital wayfinding offers many advantages to centre
managers but it’s traditionally quite expensive to maintain, especially
advertising, since it ‘knows’
when maps or store layouts need to be re-drawn. Way2Go takes
advantage of the digital medium, not just to add interactivity and
where they’re heading”
pleasing graphics, but also to reduce the total cost of ownership to the
client,” he explains.
Pixel Inspiration’s Way2Go and the Navigator by Tensator, however, remain a significant issue. Existing centres in particular
launched last year, are both interactive packages that promise a would need to invest even before installing a digital system, as Gavin
multitude of services. As well as enabling centres to update the McMurray, marketing director at Merson Signs, points out.
system themselves, Way2Go allows shoppers to search for a store or “Centres can occasionally underestimate the cost of digital
restaurant and gives specific directions from any location. It can also wayfinding,” says McMurray. “If it’s a brand new centre, or a centre
be programmed to tag specific points of interest, in order to highlight going through a major refurbishment, then you can put down cables
any area or event that people may not know about. and make sure there are power points in the right places to connect
The Navigator even takes the surrounding environment into the equipment. Otherwise, the cost of cabling will be huge. And
consideration. Shopping centres have the option of displaying powering 24-hour digital wayfinding technology is not cheap, either.”
information onto windows, screens or transparent surfaces, meaning The majority of Merson’s products are traditional forms of signage,
that empty space can be utilised by the interactive wayfinding system such as totem poles and finger point signs. Recently, Merson was
in a more flexible way than non-digital signage. contracted by Warrington’s Golden Square shopping centre to design
Kevin Hickson, general manager of Tensator, stresses the non-digital signage for both the interior and exterior.
Navigator’s adaptability compared with traditional print and points out According to McMurray, a major benefit of non-digital signage is
SHOPPING CENTRE SEPTEMBER 2009 www.shopping-centre.co.uk
16-17-SCSep-Signs.indd 16 23/9/09 17:19:02
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44