Business opprtunities AV in the shop window
Old-school window dressing still has its place in retail, but it is rapidly being augmented by a range of display technologies that turn the shop window into a dynamic an inspiring representa- tion of a brand or a product. But what of the future? The shop win- dow is often the home of a retail- er’s key promotion of the season, and using the latest technology the window display can generate much useful data on the likely outcome of the promotion.
“What most people not in our industry don’t realize is it takes months, and months of planning before a window is installed. Christmas windows are being planned a year in ad- vance – I’m not exaggerating! Stores have to know ahead of time when they will be having “Sales” so the proper signage/ banners/displays can be in place. Although this job is a lot about creativity it also takes a lot of organization and plan- ning as well.” [Shopology Proj- ect, 2019]
The function of the shop win- dow is changing. The basics of brightness and legibility are in- creasingly understood. What is still struggling for recognition is the use of the shop window as a provider of information to the retailer and as a means of transacting sales both during and out of hours.
The mall factor
But first, it’s worth considering where shopping takes place today. The travails of the High Street are well documented, with average footfall declining 2.6%. In contrast, footfall in
The frontage of a store is the area where the shop owners try to engage customers entering the sales floor and therefore is key for generating revenue. Dis- plays used in this critical area must be convincing, which is a huge challenge under com- monly difficult light situations where several thousand lux of ambient light are normal. The highest class of brightness out- put of 2,000 cd/m² or more and durability is required here.
QSRs and drive-throughs
Customers of quick service restaurants expect fast service and easy to understand menu information. Research has shown that digital signs can reduce
of wait times by as much as 40 percent, presumably increasing their satisfaction and revenues per outlet. Due to changing sun- light conditions during day and night it is paramount to have a display that can automatically adjust its brightness in order to provide constant readability. Lighting conditions notwith- standing,
strict governmental laws regulate the maximum
Westfield’s signage collects data about shoppers and apply statistical analysis to identify audience demo- graphics.
protects the display for 24/ 7 operation over its guaranteed long life.
The glare problem
Where displays are located in areas of high ambient light, typically in glass atrium build- ings and shop front windows, light is reflected off the surface of glossy screens to greatly re- duce the visibility of content. NEC uses an anti-glare panel with a high glaze filter which scatters ambient light rather than reflecting it ensuring ex- cellent visibility even in direct sunlight. To support the latest in-window smart signage displays, such as the Samsung OMN-D Series, dedicated mounting solutions are available from Peerless-AV that offer retailers and busi- nesses
the highest flexibility
Digitising the shop window: LG’s transparent OLED film integrates digital capabilities into the shop window.
out of town retail parks and malls increased by 1.5%, and the British Retail Consortium expects the divide to increase. The nature of the environ- ment, mall or High Street has important implications for the AV supplier. In day lit shop- ping malls, the weather can be critical and impact greatly on the effectiveness of advertising displays, information screens and wayfinding. Similar to air- port environments, brightness levels can easily reach up to 5,000 lux and require dis- plays with brightness levels of 2,000cd/m² or above. In addition, screens are typ- ically placed in protective cabinets which can impact brightness. Average indoor re- tail stores will have an ambi- ent brightness of 250-1.000 lux which leads to an ideal maximum display brightness of 350-1,600/m². Most retail displays will use big font sizes and picture or video content, so that medium contrast ratio levels are sufficient for ergo- nomic viewing.
P14 AV News May 2019
brightness of public displays at certain times of the day. and at night. Another important point is that these types of screens are usually placed in protective cabinets which can also impact the brightness and certainly has to be taken into consideration when choosing the right display type. High brightness displays with at least 2,000 cd/ m² are recommended. With such diversity in oper- ating conditions, heat is a real issue for window signage, espe- cially in multi-screen configura- tions. In locations particularly prone to externally generated heat sources, defonitely shop front windows, this is detrimen- tal to the performance and life of the display. To counter this, NEC’s unique advanced
system secures efficient heat dissipation to maintain a uni- form overall temperature. An industrial-strength, premi- um-grade panel with additional thermal protection plus internal temperature sensors with au- tomatic
in terms of space, design and positioning for maximum foot- fall on both window-facing and indoor-facing sides of the display. These ceiling or floor mount options are easy to in- stall and maintain, with inte- grated cable management for a clean and tidy appearance. Peerless-AV has a new, dedicat-
for placement right up to the window, and the mount verticals are the same size as the back to back displays for a flush finish. Optional custom colour trims can be added to match branding or application settings. A highly adaptable and versa- tile solution, the Peerless-AV solution can be used to mount 46" and 55" Samsung OMN-D dual-displays from the ceiling or floor mounted. Easy to install and maintain, it also offers inte- grated cable management for a clean and tidy appearance.
The feedback loop
So, no matter what the envi- ronmental conditions, we can address shoppers with targeted, dynamic rich media to position the brand and demonstrate the product, but how does the retailer know who is looking at the display, what is their level of interest and how likely are they to it convert their interest to a purchase, especially when the shop is closed?
IBM is pitching its Watson AI technology to take multiple cus- tomer data sources into an algo- rithm that creates an accurate all-round view of the customer’s
scanned and recorded by doz- ens of hidden cameras built into the centres’ digital adver- tising billboards.”
“The semi-camouflaged cameras can determine not only your age and gender but your mood, cueing up tailored advertisements within sec- onds, thanks to facial detec- tion technology.” “Westfield’s Smartscreen network was developed by the French software firm Quividi back in 2015. Their discreet cameras capture blurry images of shoppers and apply statis- tical analysis to identify audi- ence demographics. And once the billboards have your atten- tion, they hit record, sharing your reaction with advertisers. Quividi says their billboards can distinguish shoppers’ gen- der with 90% precision, five categories of mood from “very happy to very unhappy” and customers’ age within a five- year bracket.”
The report goes on to reas-
sure shoppers that the sys- tem is designed to generate generic information, such as a shopper’s age and gender. rather than to identify who the customers are. Naturally, there are concerns that this could eventually lead to a dystopian environment and culture, but with appropriate safeguards progress could result in much greater precision and effec- tiveness in retail advertising and marketing.
Quividi collects audience demoraphics as shoppers enage with digital messages and dislays.
ed Floor or Ceiling Mount solu- tion for Samsung ‘s OMN-D Se- ries. The mount supports both 46" and 55" Samsung back to back display models and is ide- al for high-impact in-window retail and commercial applica- tions with its sleek and stylish aesthetics, minimal footprint and optional custom finish. The dedicated mount comple- ments the slim design of the dual-display so footprint is kept to a minimum, allowing
likes characteristics. This is rel- atively easy when you are deal- ing with online data, but a whole lot more challenging when ana- lysing data from beacons, mon- itoring technologies and facial recognition cameras.
The Guardian newspaper car- ried a report called: “Are you being scanned? How facial recognition technology follows you, even as you shop” which claimed that: “If you shop at Westfield, you’ve probably been
But what about the ultimate commitment by a shopper to a retailer – actually buying goods and parting with money? Ever since the development of the QR code, it has been possible for a shopper to order and pay for goods from a shop window display - even when the shop is closed for the evening. Touch screens are widely used in retail applications and enable users to streamline pro- cesses, reduce manpower and provide better customer ser- vice. Retail touch and gesture technology is used to make advertisement more attractive
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