28 July 2006
With over 70% of all purchasing decisions influenced in-store, dynamic advertising solutions are constantly being sought. One retailer that has taken an innovative approach is Virgin.
It's implemented a fully interactive digital marketing solution, utilising Epson's PowerLite projection technology combined with GestureTek software. Digital signage has been taken to a new level with a dynamic, customised, interactive floor display which spurs customer interest and drives store traffic.
Combining movement, sight and sound, the innovation features the swimming baby from the iconic sleeve of Nirvana's 'evermind'album, which becomes animated when shoppers come into contact with it. As customers move along with the image, they are led towards under-visited areas where sales could benefit from a boost.
'e work hard to add value to the shopping experience by adding a true sense of fun. The digital signage marketing initiative is a significant part of this experience,'explained Dave Alder, Chief Marketing Officer for Virgin Entertainment Group. 't certainly helps to set us apart and enables us to live up to the expectation of Virgin as a creative brand experience.'