New Interactive Retail Display Buys Time, Developer Says
Technology continues to influence how consumers shop. GestureTek, a Canadian developer of interactive visual displays, has developed a handful of technologies that help lure shoppers into stores and others that engage shoppers within retail environments.
So far, retailers such as Old Navy, Hugo Boss, Target, Sears, Sprint, LG Electronics in Mexico and Europe, Clearwire, Sony, Cingular AT&T Wireless, T-Mobile Stores, Samsung, Children’s Place, Virgin Megastores, Hudson’s Bay Co., and Bikini Village have used GestureTek’s interactive retail display technology to spend more time interacting with shoppers in their bricks-and-mortar stores.
Developed as a portable “turnkey plug and play interactive floor display system” that responds to shoppers walking on it, the Cube is GestureTek’s newest interactive retail display. It can be used by children to play interactive games and to present interactive branded product imagery and advertising messages in stores.
The Cube is gaining traction among retailers, not so much for its ability to move product directly—though, in Mexico, Sears used the Cube to help sell appliances—but for its ability to engage the attention of shoppers and extend their time in a store.
Patti Jordan, GestureTek’s director of marketing and communications, said the company believes entertaining kids so parents can spend more time shopping can potentially boost sales in a meaningful way.
According to GestureTek’s website, when Old Navy installed more than 200 Cubes in its newly remodeled stores, those stores benefited with stronger sales. “An early pilot suggested better results in Old Navy stores that had been retrofitted with a Cube,” the site said. “Enhancing the in-store ’fun factor’ and driving greater levels of brand loyalty are key priorities. The Old Navy annual report states that the company is investing in new initiatives that will help drive traffic, deliver inspiring product and enhance the shopping experience.”
Selling for just under $15,000, the Cube comes loaded with more than 70 applications. “GestureTek can develop custom content in very little time because we have development resources on staff,” Jordan said, or brands and retailers can develop their own custom content. “Delivery dates would be dependent on how much custom development work needs to be done and how detailed the custom content requirements are. The same would apply for the retailer.”
For more information, visit www.gesturetek.com.—Erin Barajas
