Some think of digital signage as just eye candy, little more than glorified billboards with some video and sound. Scala, Troades, and House of Media Experience has taken this to the next level with their immersive experience that combines audio, video, AROMA, and interactive technologies.
“We wanted the visitor to have a 360-degree experience. Digital signage is not only about sound and vision, but is enhanced by adding other human sense triggers. Their recollection of their experience and of Miele will be individual to them and as long as the experience was meaningful, helpful, timely and relevant. I’m convinced that this will build brand loyalty and that over time, that recollection and loyalty will be evidenced through referrals and purchases,” said Luc Heijnen of concept design, Multisensory Experience at Troades.
The customer experience is designed to be as personalised as possible. Customers are requested to register prior to or on arrival to provide Miele with basic visitor/shopper information including gender, demographics, lifestyle, historic Miele purchase information, etc.
Visitors are provided with an Apple iPod Touch which contains the visitor’s name, preferences and profile. The iPod Touch can be used to retrieve information on the store (such as a floor plan), provide detailed information on Miele products and services, and enable customers to request advice and recommendations from the iPod Touch system.
The response of the system is based on the user’s unique preferences and profile. Additional information can be printed out in-store or emailed to a customer’s email address direct from the iPod Touch.
The store is equipped with indoor GPS technology which links to each iPod Touch each of which is equipped with its own GPS transmitter. This means Miele know which iPod Touch (and therefore which customer) is in which area of the store to the precision of 50 centiments the size of each square floor tile, each of which also has its own unique GPS address. This technology enables Miele to plot customer progress through the store and map shopping routes, hotspots and dwell times to help develop the digital experience.
Implications for educational institutions are endless…
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