Engagement is awesome. Interacting with your audience, intriguing them, interesting them, entertaining them, and... and... then what?
Many of us have gotten good at engaging through Social Media by creating or pushing relevant or interesting content. But once that's up and going, how good are you at moving beyond mere engagement to something more business related, like... wait for it... BUYING?!!! Here's a good example of engagement with audience:
This is a pretty technical display, and not cheap by any means. How much time would you see yourself spending interacting with this? Can you see yourself buying as a result?
Personally, I can't see this moving me any closer to a purchase.
Meaningful business-related engagement must be for the purpose of transacting at some point, preferably sooner than later. The average retailer couldn't dream of investing in this display long term or on a widespread basis. When the path to purchasing becomes clearer, then this type of display and technology becomes much more valuable to the retailer.
Don't get me wrong; I love this technology and attraction value, but I think it's a little disconnected from the rest of the customer experience in the clothes-buying process.
How would you revise this display to become a "customer-ing" engagement display tool? How could this be re-positioned to better encourage purchasing?
My philosophy is to use any display like this as a means to attract, engage, propose, incentivize, and motivate to purchase. But I'm kind of a fuddy-dud that way.
I get a lot of requests for info about the Digital Mannequin, and Window Video Systems, generally.
Now, if you asked that question about a standard mannequin, it would be a very different kind of answer. Materials, structural joints, air, etc.
But a Digital Mannequin is a human representation. It is not a likeness, it is a digital leveraging of an actual person. This goes to the issue of content, concept, content creation, the interplay between tech and creative.
The question goes to the point of product (let's say, clothing) and strategically, the best way to sell that product. What model(s)? What makeup? What lighting? Background, resolution, luminosity, graphics, etc., etc. Who shoots that model? How much content do you shoot? Who selects the shots, angles, location, directs the models, on and on, you get the idea.
And what is the strategic concept for the display? Display only, or display and promo? What is the offer and how is it offered? What graphical style, font, size, color, other effects?
The photo at the top of this page shows an actual model, who was part of a shoot featuring 4 models, multiple costumes, wardrobe personnel, makeup artist, video camera man, director of photography, myself, and several others. This is not a DIY type of project!
When people say "content is king" these issues are part of what they mean. The hardware portion of a Digital Mannequin display is only a small part of the effectiveness of DM. The screen or projection is an important but only small part of the DM display. If you don't have the expertise in those areas, you need to find that expertise. Contact me for more info about how we can provide you the best integration, effect and result from your DM display.
I am not a huge fan of sound with Digital Signage generally.
But being an audio guy (20 years in radio) I appreciate the value of audio communication. And I want to make one thing crystal clear: AUDIO ROCKS!!!
Who doesn't like audio? What am I, nuts?!!! Of course audio can be very effective.
My position is simply that audio is not always required, or even desirable. Billboards neither utilize nor need audio to be effective.
At the same time, in place-based DOOH messaging, many times there is already ambient audio playing. You can hardly go anywhere retail-oriented without being blasted with someone else's idea of a "good" soundtrack or radio channel. This is not only annoying, it is extremely distracting for many people, me being one.
Audio clutter can be every bit as destructive to effective messaging as visual clutter. I have always been a proponent of focused, directed messaging, without clutter.
That being said, there are definitely times when audio is not only helpful, it's critical. When you really want to grab someone's attention, use audio unexpectedly, and with a clear focused point and benefit. For example: Let's say you have a digital sign hanging in a salon window with an attractive woman modeling a hair style. If the model were to all of a sudden, look you straight in the eye, and address you, digital though she may be, it would get your attention, big time. If she then proceeded to call your attention to the fact that if you bring your wife in for a cut, you can get one for free, you'd probably strongly consider the offer!
That entire chain of events began with the disruptive and unexpected use of audio. A definite advantage. Like all strategies, when overused, it reaches a point of diminishing returns. But in small, selective, strategic doses, I like audio for DOOH. What do you think?
I thought it time to revisit this topic from a previous post ("Projected Digital Signage"), to check on the progress of the method.
It would appear that progress is there from a potential standpoint, but not in terms of actual use. Let me break it down:
Progress: Components and system software/management continue to improve with prices coming down. More companies appear to be showing interest in Digital Signage, especially for retail Point-of-sale (POS), and coming out with newer, more versatile components.
A lot of interest has been paid to touch screen technology as it relates to engagement.
The projector industry continues to advance; they have all the capabilities, but they don't seem to be focusing on their product so much as a primary element of digital signage, though more and more seem to be factoring that possibility into their design and features.
We have come up with a solution for the issues of direct sunlight and refracted glare, especially from multiple sources. Since glare can play havoc with any projection or other screen behind glass, (such as a store window,) this is a significant step.
More and more people continue to express and demonstrate interest in the method, trying it out, but not a lot of long term installs yet. This should change as we demonstrate lower cost of ownership, and higher value of use.
Needs Improvement: Pricing needs to come more into line with a level more accessible on a widespread basis.
Most implementations are temporary, and isolated. To date, I am not aware of any chain which has adopted projected signage across their brand.
Although the method has been used to create "engagement", that engagement has been mostly on a gimmicky, "look what we can do" basis, but not in a functional, ROI-based way to engage the viewing audience for the purpose of directly doing business. This is a key change that needs to occur. So far most installs have been strictly for display. The method needs to be adapted to more transaction-based purposes, for promotion, and especially sales.
More attention needs to be paid to content production specific to the method, and specific to ROI-based objectives.
Below is an example of a WVS implementation with some of the problems I point out:
Although the method has undeniable coolness, its viability for business will not come to fruition until these issues are resolved.
Overall, projection systems for retail have not made the jump to serious, affordable, long-term business solution. I believe that chasm can be crossed, but the issues mentioned above need to be addressed.
At Looknglas, we have addressed these issues. When the marketplace comes to grips with the reality that these systems are not widgets, but rather, serious communications and POS marketing solutions, the Window Video System will have arrived.
The Window of Opportunity is here: the problems have been solved by Looknglas. Let us help you develop your POS window display and promo system for true, measurable ROI.
Projections in store windows are attention-grabbing. It's one of the most exciting display methods available in the market today.
Except when you can't find someone to install one for you.
Except when you realize that having exciting images is something you have to pay for.
Except when you discover that not all video content is created equal.
Except when you discover there is more to buying a projector than you realized.
Except when you discover that there's more to installing that projector than you realized.
Except when you discover that most projectors are rather expensive to own, especially replacing their lamps every few months (because you wanted to actually USE your window video system every day!
Except when you realize that someone has to turn the system on and off every day.
Except when you realize that someone (you) has to come up with the design and flow of the visual content so that it's not just the same darn thing everyday, all day.
Except when you realize that finding a rear projection screen provider (in your area) is not that easy.
Except when you realize that finding and putting all this stuff together is ----ing expensive!!!
Except when you realize that finding the right hardware/software system to more easily manage your system is time-consuming and expensive!
Except,
Except,
Except.....
The purpose is not to discourage you. Take heart! We have figured all of this out for you. Window video systems by Looknglas are:
Affordable
Easy to install
Low (hardware) maintenance
Easy to use (we create and manage your messages for you!)
Green (enviro-friendly, saving paper, no lamp replacement, low energy consumption, no mercury in the lamp.)
Flexible
Powerful (able to display virtually unlimited images and messages!)
Awesome and exciting (see Digital Mannequin and Oakley Store videos.)
The possibilities are endless for retail display, in particular. Designers and Visual Merchandisers are adapting and adopting. The ability to show whatever you want, when you want, and change or add to the messaging is an absolute game-changer. So much so, that even the bigger chains are looking at it, and talking about implementing. (See article below.)
Customer experience, featuring interactivity (most commonly touch) is the coming thing in the retail industry. And rightly so.
Brick and mortar retail has the advantage over online retail in that they can provide a superior experience. After all, online can only provide so much, and all of it "virtual". But brick and mortar can provide "real" and people are hungering for ever more "real" experiences. Actual engaging interaction at the Point Of Sale (POS) is a huge distinction and advantage that the brick and mortar store can offer. Apple stores, Microsoft stores, AT&T's new interactive store, and even places like Cabela's and Bass Pro Shops are all great examples of retail POS engagement. The places that do it really well are destinations. You love going there. They keep it real and relevant.
Digital Signage can assist greatly in this POS engagement. Text campaigns, QR campaigns, Social Media campaigns, even simple signage promo campaigns that drive the viewer to interact in some distinct way with the store, its product or its personnel are all strategies that need to be employed via digital signage. Please don't stop with mere signage messaging; get that powerful DS or DOOH system working to engage people, especially customers, to add value, to enhance that vital (personal) business relationship. Every personal interaction you create enhances the relationship in so much more powerful a way than a "like" or a share.
You have the tools; step out of the box, figuratively and literally. Work on new ways to use your DS, especially Window Video Systems, to engage!
Some ideas are just a wee bit ahead of their time. If you're a techno-geek/gadget fan, if you scour Mashable daily for cool new technology breakthroughs and products, if you're always looking for the next new cool thing, then you already know this: Technology always far outstrips the marketplace's willingness or ability to adopt. That may never have been truer than today, with a worldwide recession keeping a damper on things, at the same time as unprecedented tech advances continue to come around the bend.
This blog being about DOOH generally, and Window Video Systems (projected digital signage) in particular, I am pleased to announce that the reasons why WVS has not caught on faster in the retail space are starting to disappear. Sheer unfamiliarity is the least of these, and the proliferation of screens of all types being used for display has blown that one away. But for WVS, one big problem has been cost of ownership (projectors aren't cheap, and they're not cheap to maintain when you want to run them 24/7 or even daily.)
A constant stream of upgrading projectors is addressing this, with smaller and smaller projectors getting brighter and brighter. Costs are likewise coming down. Most importantly, new projection lamp technologies are directly affecting the issue of lamp life and/or lamp replacement, for the better.
Another issue has been a general lack of expertise in terms of creation, deployment and management of content for WVS systems designed for retail use. This is also an area where costs have been somewhat prohibitive for higher-effect content look and execution. I can happily report that Looknglas is bringing increasing expertise and flair to the content creation and management issue. Better method, as well as efficiencies are on the way.
What this means is, Window Video Systems for retail are more easily available in terms of cost, price and content creation/management than ever before, by a significant increment. Bottom shelf pricing of systems, attainable by even the humblest retailers, will be a welcome development for the retail sector, and should contribute to a continuing transformation of retail display, messaging, and customer experience.
I love my iPhone. Ipad owners love their iPads. Ipod users love their iPods.
You know why that is? Because they're great products: they're well-designed and they work great and do more than you really need them to, but it's great just knowing they can do all that cool stuff.
Digital Signage and Digital Out of Home devices have only partial coolness. The technology is usually pretty good, but content and ease of use, as well as method, are hit and miss.
That is the great burden which we must bear and find ways to ease: we live in a generation that is conditioned to unbelievably great products like what Apple has produced and ubiquitously popularized, so everything and everyone else has to try to measure up. This is a heavy burden indeed.
With DS and DOOH there are very very few places you can go to receive the type of integrated great end result for purposes like retail, at a cost effective price. The hardware company wants to sell their components, the SaaS or Signage management company wants to sell you their system, the integrator wants to tell you they can put it all together for you, and the content provider wants sell you on their content capabilities. Imagine if iPhones were sold that way.
You'll argue that apps have to be sold or downloaded separately. True, but the devices themselves come with so many useful apps and valuable capability, and then the downloading of free apps is so easy, that DS and DOOH pale by comparison. It is not a end-user-friendly proposition, especially for retailers.
But that is what it needs to be. Discovering the right level of user tolerance and acceptance/ease-of-use is the task.
I put it to you retail merchandisers: What would you expect to pay for a Digital Signage solution that was easy for you to use on a daily basis in your store window? More specifically, what would you expect to pay for a window video system, like a Digital Mannequin, such as the one shown here:
Or such as the one depicted here in the Oakley store:
I would be interested in all your thoughts on pricing such systems. Let me know!
One of the great advantages of Digital Signage is that you have the ability to change message. This does wonders for the sheer volume of messaging afforded to the messager; but it is not by any means the only advantage.
Research has shown that while ongoing motion in images and messaging does not necessarily add to attraction, the onset of motion definitely increases attraction in viewers.
So a big part of the power of Digital Signage is the ability to attract attention by using motion onset, or by the motion inherent in the changing of the message from one message (or screen) to the next.
This, in itself, is a quantum leap for advertisers, display, and other visual communicators.
As this video of the Digital Mannequin illustrates, when that "live" model is up front, doing her thing, the rest of the window display tends to fall out of your view. That is an example of how overwhelmingly powerful a little change and motion can be in retail and commercial messaging environments.
The projected digital signage systems we use, Window Video Systems (WVS,) allow full motion video, static type messages, limited motion graphics or any combination of all three.
With WVS, change and motion in your messages virtually GUARANTEES eyeballs! At that point, the only thing limiting your success in selling is whether you can put a selling proposition up there that people are interested in!
Don't worry if you don't have a graphics department. We provide digital content production and messaging, as do many others. What matters is putting change and motion to work for you to sell more.
How awesome is it to be able to get the glass working and talking for you? You gotta watch this video.
Images on the glass are just captivating, there is no two ways about it. Samsung has created an incredible interactive computer window that will someday, no doubt, be a part of the more high-tech home and businesses.
Today, however, you can't afford it. Window Video Systems create a very similar effect in terms of messaging. Everything doesn't have to be touch-screen to be effective. In fact, when all you need is to get a message across, window video systems are incredibly affordable and effective. Touch screen capability can be layered in, but honestly, isn't there a huge amount of messaging that should be done in a very straightforward (simple) way without having to go there?
Visual merchandising is largely just that: Visual. No sound, no touch. Those are not really necessary when all you are trying to do is get people's attention so you can message to them. You would definitely be smart to move towards engaging via driving traffic to Social Media with an on-the-glass message from the real (not virtual) world. There are so many ways to leverage your window space, and the simple affordable window video system by Looknglas. Nice job, Samsung. We applaud you.
In the meantime, get your windows workin'. The Window of Opportunity is here.
Although LCD screens are becoming more and more ubiquitous in the retail environment, it is still somewhat novel to see an LCD mounted in a store window. Even more novel is seeing one with anything compelling or interesting.
Having already done enough nitpicking at the shortcomings of many DOOH and DS displays in terms of their content and messaging, let me take the opposite tack:
If you've got a screen up, AT LEAST YOU'RE IN THE GAME!!!
You can't talk on the phone unless you dial. You can't watch a good movie unless you get out to the theater or put something on your tv screen. And you can't create an exciting digital display unless you get started. Sure, everyone's seen LCD screens everywhere. Sure, much of the content isn't that great. But YOUR content will never be great unless you get the delivery system installed, and start using it!
Digital Signage, in nearly all forms, has the potential to be extremely powerful, because it is change-able, manipulatable, with endless possibilities. And those message possibilities are, typically, cost effective. You can get them up there quickly, without hanging signage, without ladders, and without delay. If one campaign isn't "working", DS lets you get the next one up there instantly. There's no sitting around thinking about it. You develop campaigns as you get the ideas and implement them sequentially whenever necessary, eliminating the immense waste of LOST TIME! And there is nothing more expensive than LOST TIME.
You think that by not getting around to changing your ineffective display, by not making an immediate investment in your message (whether financially, or investing the time and effort to implement a more effective display campaign) that you are somehow saving money??? WRONG. The cost of that lost opportunity, or worse, business driven away to your competitors by your poor display, is perhaps the greatest threat to your business.
Digital Signage in your window is not only your friend, it is your very powerful friend.
For non-digital signage and messaging, that inability to change quickly and inexpensively is costing you. Get your DS working and keep it working. There is no more powerful marketing tool available in display than Digital Signage. Invest in strategy and image delivery. Focus on your selling proposition and how to enhance or re-create it. Get the Message working!
Some people might dispute that, and say that secrecy is power, but I digress. What I am talking about is in a Display sense. This video shows a really nice piece of technology by Samsung that is a transparent LCD screen. When place in front of a product it allows messaging about that product while keeping the product itself front and center.
Great concept! Super cool looking, intriguing, and if you put the right information and inducement on that screen, you'll sell a lot of whatever product is behind it.
Of course, this is what projected digital signage does for you as well, except it's more "green" and can go larger than the display screen this video depicts. Probably a lot less money too. But putting your display and sales messages directly on your display window in conjunction with the product display provides a layer of communication and potential interaction that is epic. Display is becoming more and more about interactivity. Interaction is what makes your relationship to customers "sticky". Get in the dialogue. The technology is there, and Window Video Systems (WVS) are very affordable and very available, and very flexible.
Be more transparent. Get the look. Get the content. Get the interactivity. The window of opportunity is here.
I walked past a children's clothing store recently, and was amused to see a life-sized image of a really cute little kid right on the storefront window, at floor level. The effect was excellent. It was an excellent photographic applied with vinyl, which we have all seen, but they did a really nice job with the look, finish, and placement.
There was only one thing missing: That image was static---it just sat there.
How much better and more captivating, more attractive, if that little kid were bouncing up and down, waving, acting the way funny little kids act? And how much better if that "live" image could also include an offer, superimposed with motion graphics, that made that kid's outfit available and affordable to you right now?
That is what Window Video Systems do.
This example doesn't include any offers because it is not really a commercial or even a sign, but it's a heck of an attention grabber. It's funky, interesting, and face it, the kid can dance. Imagine if they were actually trying to sell something!
We are in the process of testing images and taking proposals right now for various types of displays for select companies. If you are in retail merchandising, marketing, or design, (particularly clothing,) we'd like to talk with you about your planned display. The Window of Opportunity is here.
Everybody likes great-looking content. It's fun, interesting, adds a little spice to life and to the experience.
Management loves effective content. Prove-able ROI is a powerful thing. Just knowing your message is producing sales is a wonderful feeling for a small business owner or company manager.
When you get great-looking and effective in the same package, it's approaching Digital Signage Messaging Nirvana. But the next level of Nirvana might be, "Easy to Use".
That sounds nice, but tough to attain, alongside the first two. So, I've got a question: How important is Easy to Use?
As a retailer thinking about using projected Digital Signage (Window Video Systems) on your storefront, if you were to purchase such a system:
Would you want to create your own messages?
Produce your own images?
Would you want a selection of images from which you could choose?
Or would you want someone else to do that for you?
What is your "ideal" Signage Message "method"? Do-it-yourself, or have the professionals handle it? Please comment. Thanks!
The world acknowledges and mourns the passing of one of the most influential human beings (in terms of business, communications, entertainment and productivity) in history: Steve Jobs.
Much has been said about this remarkable man and his many accomplishments. Many revere him and some revile him, but the fact remains that he transformed the way the entire world works. His demand that technology be nice to look at, easy to use, and bottom-shelf in terms of accessibility (ok, well perhaps not always in terms of pricing) and elegant, set a standard for his own industry and many others.
He is lauded for his impact on computing, and particularly personal productivity and entertainment, but not enough credit is given for the sheer breadth of his impact: the man transformed (and in some cases, co-opted) the music, movie and cellphone industries, and boosted productivity in many others. And he was likely in the process of doing the same once again for tv. Under his leadership, Apple was transformed into one of the largest businesses in the history of the world.
Absolutely incredible. Farewell, Steve, we'll miss your impact.
"Commercials" is a term often viewed negatively. Understandable, when your favorite tv show is interrupted after less than 5 minutes by the same spot you just saw last commercial break, and the same one you saw in the break before that.
But commercials are good; for those of us in business, they are our friend, and when well done, they sell. They move product. They promote brand, they inform, they excite commercial activity, get people looking, trying, shopping, buying, buying, buying. That's what we all need right now, right? Commercial activity--commerce, transactions.
Yes, commercials are definitely our friends, and especially to those in retail. Retail clothing cries out for, demands, commercials---well produced, interesting, curiosity inspiring, intriguing, motivating. Life and business, without intrigue, would be bland indeed, and not very productive. It's the intrigue, the interest, that keeps the spice in life and in business. And buying (selling) is what really spices up business!
That's why you WANT a commercial on your storefront window. Life-size, dynamic, in-your-face. Digital signage is trying to get there, but it uses the same old "screen" format; same old "tv" look. Most retailers with LCD screens installed leave the shopper/viewer with the impression that they got someone to hook up a tv in their store. Whoop-dee-doo.
Put it on the window! Directly on the window glass! Wow, now that is cool. Look again at Digital Mannequin video Youtube, and the Oakley store video featuring Looknglas' Window Video System. Projected commercials on glass are awesome, powerful, and will move people to buy when accompanied by the right sales proposition. Window Video Systems by Looknglas: get selling! The Window of Opportunity is here.
In an earlier post, I talked about how Window Video Systems are "Green" in that they don't require posters or vinyl. Think how many trees are used up by posters, and how much petroleum is used for vinyl signage. Now I'm not the greenest guy on the planet, but I know these are important issues to many people, and especially to corporations and the government.
Window Video Systems just gained even more "Greenage": We are using LED projectors now in many cases, which means, lower power consumption, far less heat production, longer lasting projectors due to fewer lamp exchanges, and best of all, lamps with no mercury! Wait, no, even more best of all: Lower price! Let me say that again:
Green!
Low power consumption!
Less heat!
Lasts longer!
No paper waste! (Or cost!)
No vinyl waste! (Or cost!)
500% fewer lamp replacements!
No mercury!
LOWER PRICE!
I think I'm becoming more of a "greenie"! The window of opportunity is here.
Some Brick and Mortar Retailers may decry the advance of online retailing. Sure, obviously, it cuts into their pie. And nobody likes someone else eating their pie.
But lift up your heads, brick and mortar people! You have advantages NO online retailers have! Like close up looks, touch, feel, trying on, trying out, opportunity for personal interaction... on and on and on. Sure you give away something in terms of convenience, and sometimes price.
But you have EXPERIENCE! And your online brethren (or competitors) cannot duplicate that. They are "virtual"---you are REAL. You have so many potential sensory and experiental advantages to offer. Use them! Create that ultimate, BETTER buying experience.
My belief is that when brick and mortar retailers figure out how to actually use available technology in a Direct Marketing way, that is, to SELL product, they will start to win back their mojo, and revitalize themselves. It's called re-inventing, and it's what we all have to do, or yield and die on the vine. We all have our day, and we all have our season, but if you want to extend beyond your heyday, you have to re-invent. Either attack the "virtual" with a better "actual", or use the virtual to your advantage.
THAT is what Window Video Systems are all about! WVS bring more experience to your customers, as well as bringing more of them into your store. But WVS is also a means of tying the virtual to the actual, referring people to websites they can access on their smart phone, offering "virtual" coupons, promos and incentives. Putting the in-store data right on the front window. There is so much power available to brick and mortar retailers, especially in the form of WVS. The Window of Opportunity is here.
QR Codes, those funky-looking square collection of black boxes in a jumble, are the latest in barcoding, designed to be scanned by a smartphone.
Helloooo, Retailers! The smartphone shopper is here to stay, and they are using their phone to gather data, do comparison shopping, download coupons, and many other things related to BUYING product. This is a major opportunity for you---don't miss it!
What does this have to do with Window Video Systems, Digital Mannequins and Digital Signage? Just about everything.
When you display something really compellingly, you want a way to immediately engage the potential customer. That awesome dress, top, or ensemble can be theirs right now, at 10% off, just by scanning this QR code that you see next to the Digital Model showing off the clothes! Research shows that a significant percentage of buying decisions are made at the point of purchase, in the moment. That is where you can use the QR code, projected directly on your storefront to draw them in, make an offer, entice them to engage, to try out, to buy one and get the second for half off, whatever the promo, once your Window Video System display grabs their eyeballs, you draw them in with your offer. The intrigue, the advantage, the savings are irresistable! Hallelujah! Retail is alive and well, in fact, more interesting and more fun than online shopping. Oh, heck yeah. Your window of opportunity is here.
"Content is King" is a popular catch phrase these days. What does it mean?
It means, it's not the tool you have, it's what you do with it. Walk through the mall and look in the windows, and you'll see what I mean. Some displays are truly intriguing and interesting, attractive, but they don't jump out at you, because they are almost all done in the same manner, using the same kinds of media; mannequins, props, vinyl, lighting, printed cutouts, LCD screens (TV) etc. All familiar colors on the palette, so to speak.
The creative effort being put into retail displays is outstanding, and I believe retail display is on the verge of exploding, and Window Video will be the match. Window Video Systems are the new ingredient that will take retail display to a whole new level.
Merchandising/Display pros will take hold of this medium in a hurry when they realize it is not expensive, highly controllable, and virtually unlimited in terms of effects. Looknglas Digital Windows, Window Video Systems, and Digital Mannequins will do for Display what the Internet did for communications. Grandiose claim? Some of you Merchandising/Display pros just try it out. Get over here and play with this thing. You're not gonna want to go back.
