Signage for Sports Store
Druckversion
Sporthaus Schuster is a sport shop in Germany with its headquarters in Munich. It is famous for its competence and authentic look and feel. The company has turned the experience of shopping in its recently renovated 500 sqm headquarters into an actual sporting event. With a steep footpath, 25 metres in total height, and its unique architecture: the sports store is built up like a genuine mountain – the valley below, the peak above.
As part of the renovations, Sporthaus Schuster decided to integrate digital signage into its retail concept. Digital signage in retail is becoming a real trend nowadays, because retailers understand the benefits of interactive signage as opposed to static signage. Digital signage can attract a customer’s attention and have a direct influence on the buying behaviour and in-store experience. Content on the screens can easily be changed and maintained from one central point, keeping promotions up to date without spending extra money on printing. It all comes down to one thing and that is to increase sales. A store can be very successful with the correct digital signage investment.
The Challenge
Finding your way in a large store like Schuster becomes a real challenge if it is not laid out and signposted correctly. Customers trying to find something will ask store employees for directions. Often the customer has to walk around the building trying to understand the paper signage and will gradually lose interest in the product or service he needs. As a result, he may walk out without making a purchase. In order to service its customers better and increase sales, the Sporthaus Schuster decided to provide the customer with interactive information points allowing them quickly to search through the long list of products, brands, and services, and find their way around the store.
The Solution
The Implementation
The company introduced two interactive impress touch terminals with vertical 52” displays. A customer can start the search by clicking on any button on the screen. For example, by clicking the Brands button, he or she will see the list of all available brands displayed in alphabetical order. The customer can then select the brand, and the application will display the list of products by that brand which are stocked, and show directions to them. The system also enables the customer to enter keywords in the Search section by using a virtual keyboard. The application allows the customer to switch between English and German. When the touch screen is not in use, the application automatically returns to the homepage.
Twenty-one 42” Philips displays were also installed, powered by AOpen Digital Engine DE45-PRO and Friendlyway software. The displays show route descriptions, promotions, and advertising loops. All systems are managed from one central point.
Klaus Trox, CEO of Friendlyway, explained: “We have chosen AOpen players because we had the highest demand from our client in terms of robustness and reliability. With the superior experience we had from other projects in the past, it was an easy decision."
The Result
The kiosks have proven to be very helpful for its customers, because the application is intuitive and simple to use. Customers don’t seem to have any difficulties in getting the necessary directions and truly enjoy using the touch-screen technology. Employees at Schuster have also noticed that customers don’t ask for directions that much. Customers spend less time looking for products or services and are better informed. Customer satisfaction is growing and reinforcing the positive image of Schuster as innovative, forward looking, and customer-needs driven.
Wednesday, April 20, 2011
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