Judging by email and comments we receive, we know how much our readers enjoy news of retail flagship stores and although we have covered the Carphone Warehouse in Oxford Street, London before here we see MediaZest helping Origin Partners with an earlier deployed Interactive window displays to increase footfall and promote wider product range.
London, 4th August 2008 – MediaZest, a one-stop-shop for creative digital displays has supplied Carphone Warehouse’s flagship store in Oxford Street, London, with hardware to complete a digital display system conceived by Origin Partners, which will increase footfall and promote the store’s new offerings. MediaZest has installed an interactive window display to visually promote gadgets such as Apple’s iPhone, the Slingbox and the Blackberry to clearly reinforce that Carphone Warehouse is no longer simply a mobile phone supplier.
Working with Origin Partners, a creative web, interactive and mobile agency, which provided the software for the install, MediaZest recommended and installed Vikuiti Rear Projection Film from 3M, the diversified technology company, to create the large interactive screen. Affixed to the inside of the shop’s window, the Vikuiti Film, combined with interactive touch screen, enables an eye-catching show reel of advertising material to be projected onto its surface. The digital display system responds when touched by a customer, creating a ‘wow’ factor and encouraging interaction.
The display’s interactive capability captures customer details for marketing purposes, as customers can use the display to enter their contact details in return for attractive redemption items such as advice on mobile price plans. This means that Carphone Warehouse can be more targeted with its direct marketing, offering specific goods and services to people who have expressed interest.
Andy Hawkins, Group Sales & Marketing Director of MediaZest, explained: “There are a large number of retailers located on Oxford Street, making it essential that Carphone Warehouse stood out from the crowd and looked distinctive. Interactive window technology is a relatively new concept for shoppers, and so is a good medium for attracting attention due to its novelty. Shoppers can find out more details about new products and services that the store is offering, and get free advice on price plans and the latest deals. In future, shoppers will be able to enter competitions using the interactive screens.”
Jonny Kelly Director of Origin Partners comments, “When deploying a digital display it is vital that the quality and spec are perfect as they represent an external projection of the brand values. If a display is faulty or poor quality, shoppers will perceive the shop to also possess negative characteristics, damaging a brand’s reputation and putting customers off. MediaZest has provided Carphone Warehouse with robust and reliable hardware that is fully compatible with our software on which the system runs, making for a dependable and impressive display.”
“Vikuiti Film is ideal for in-window advertising applications such as this for its ability to offer crisp, high contrast image quality combined with a wide viewing angle. It is also the only film that can be effectively viewed in daylight and in bright ambient light locations. For this reason, MediaZest recommended Vikuiti Film be installed to replace a competitive technology being used in the digital display system,” said Billy Evans, Sales and Marketing Manager, 3M.