Digital Signage Expo 2012 Overview

Interactivity was a key functionality of many technologies presented in Las Vegas this month at the ninth annual Digital Signage Expo.Among the featured systems, a “3D Reward Center” from Provision Interactive Technologies was the one innovation that could boast about impending implementation in a large retail digital network. The multi-sensory kiosk features a 3D holographic display at the top and a 2D touch screen below that lets shoppers access store information, promotions and rewards. The kiosk also includes speakers and a vending function to dispense coupons and product samples.Chatsworth, CA-based Provision is currently testing the 3D Reward Center at 20 Rite Aid stores, and has inked a deal to roll out the kiosks to up to 4,800 locations later on. Future versions will integrate with the drugstore chain’s Wellness+ loyalty cards to eliminate the need for printed coupons. Provision is also installing holographic displays in up to 480 Circle K convenience stores in the western U.S. this year, according to a media release.Premier Retail Networks, San Francisco, will handle national advertising sales efforts, creative strategy, programming and custom content for both the Rite Aid and Circle K networks.First unveiled several years ago (see "Trade Show Overview ..." in Related Articles), the 3D Reward Center was recently upgraded to feature Intel Corp.’s AIM Suite to monitor viewer information on key demographics and metrics. (Intel’s AIM Suite of measurement tools was featured in a number of other showcased technologies. See below.) Kroger-owned Fred Meyer stores in Portland, OR, and Hispanic grocery stores in Los Angeles hosted previous market trials. Those pilots were discontinued due to the limited size of the retailers and their markets, which did not have the critical mass to attract national advertisers, according to the release. Among other retail-focused technologies at the show (presented in the same order as in the above video):Dayton, OH-based Stratacache showcased its PrimaSee technology, a translucent digital display that showcases HD videos. Using a translucent display panel and an embedded media player, see-through promotional videos can be integrated into existing freezer or cooler door panels, retail glass fixtures or other glass environments. Intended for retail, grocery and c-store deployment, the technology was first unveiled at least year’s DSE, but continued to draw a big crowd at this year’s event.PrimaSee recently earned Stratacache a 2012 DIGI Award as the “Best New Technology Innovation in Digital Signage Displays.” It also was among the P-O-P materials that received the most page views on the Institute’s P-O-P Design website in 2011. (See “Top Decorative P-O-P Materials and Tools 2011.”)Lawrence, PA-based Black Box presented iCompel Wearable Digital Signage. Unofficially referred to as “eye candy,” the 2.4-inch player displays customized video loops and can be attached via magnetic fastener or worn on a lanyard. What distinguishes the device from other wearable players in the market is its support of global content uploads and updates. Through Black Box’s iCompel EDS platform, content for thousands of players can be updated from a central location when the players are plugged into computers for charging.Provision’s 3D Reward Center was joined by many other technologies on display in Intel’s booth. Among the others were the “Believe-O-Magic” augmented reality effort that headlined Macy’s holiday 2011 marketing campaign: After downloading a mobile application and pointing their smartphone at an in-store floor marker, shoppers could pose for photos alongside animated characters.Intel and Macy’s continue to work together. At the National Retail Federation’s annual convention in January, the partners announced a four-store pilot program for “Beauty Spot” stations, interactive displays that help shoppers find and evaluate cosmetics and fragrances, provide detailed product descriptions and send information on trends, new products and seasonal promotions directly to mobile devices.Intel’s booth also presented the company's collaboration with the Home Shopping Network on a massive touch-interactive wall ideal for food and wine events that can be used to present a virtual cooking class.Russia-based Rhonda Software unveiled “MyAudience-Measure” software, an automated system for measuring ad impact and audience appeal of product displays or kiosk ads. The software uses a USB camera and Internet-connected computer to track the visitors attracted to a particular display, translating the images into demographically stratified data about what audience types are most sensitive to a specific product or ad. The data is compiled in a “Web Reports Portal” that lets users view raw data, build diagrams, and analyze audience characteristics and activity.Rose Digital, a partnership between Wellesley, MA-based Kokley and Salem, MA-based Rose Displays that officially launched at DSE, showcased iPad solutions incorporating both signware and software. A “Smart Room” app is designed as a fitting room assistant. It uses iPads mounted inside changing rooms that connect to iPhones in the hands of employees, letting shoppers request different sizes or accessories. Recommendations instantly appear on-screen. A “Perfect Match” app is a product pairing tool that can be used to locate an exact match for a shopper’s specific search criteria. It can be configured to products such as tires, tones, paints, perfume or shoes. Users can save results to their smartphones.Casio America, Dover, NJ, formally unveiled its “Virtual Presenter” system, which combines a discreet projector with a specially designed 3M screen cut into the shape of a sales associate, spokesperson, etc., to create a virtual personality. The display can address an audience as a live presenter would, and is designed to grab the attention of passers-by at retail or other venues. First presented at the Consumer Electronics Show in January, the Virtual Presenter relies on Casio’s line of Signature lamp-free projectors, which the company boasts are cheaper than competitors and deliver one of the brightest images. (Also see "Best Buy Hires ...")Casio showcased two additional solutions using the projectors: a sign that can be cut into any shape and connected to an accompanying touch screen that controls the content, and a virtual interactive book dubbed “MonkeyBook.”Inwindow Outdoor, New York, collaborated with Intel to design and create seven-foot tall “Experience Stations” featuring 70-inch high-definition screens and a number of the latest immersive technologies, including gesture interaction, multi-touch screens and near field communication capabilities. The kiosks use Intel’s AIM Suite and are currently being piloted at malls in the Philadelphia, Atlanta, Dallas and New York markets, as well as at The Hilton hotel in New York.When users approach, the left three-quarters of the screen present an interactive ad, while the right side features a menu of applications users can access via hand movements. For the pilot program, the apps include a directory of the mall or hotel, weather information, a virtual photo booth, movie trailers and show times (with tickets available for purchase), Foursquare integration and a series of downloadable daily deals and special savings at participating retailers — including Macy’s.Among the technologies presented by Las Vegas-based XpoDigital was a long-range radio frequency identification (RFID) solution. In a retail implementation, products that shoppers place in carts trigger a specific message when they pass by a digital screen, providing additional information on the SKU or suggesting additional purchases. While the booth’s sample product was a package of Pampers diapers, presenters explained that the technology is better suited for more expensive purchases such as wine.Delphi Display Systems, Costa Mesa, CA, introduced what it claims is the first “Digital Sidewalk Signboard,” a combination digital display and traditional chalkboard. Developed for indoor or sheltered outdoor use, the mobile A-board places a 22-inch glare-resistant LCD above a 24-inch black chalkboard. Speakers can be added, while a detachable stand offers wall-mounting options. Content is uploaded through a standard USB thumb drive.Delphi also touted an upgrade to its digital signage product line: the “Outdoor Interactive Wayfinding Display,” a 46-inch touch screen that creates a personalized map to the user’s desired location. The screen can also present ads and promotions. Developed for outdoor use, it employs hi-brightness LCD technology and can operate in direct exposure to the elements, including sunlight. It also allows remote monitoring and self-diagnostics, sending text or email requests when service is needed.4D Retail Technology Corp., Toronto, Canada, staged the U.S. debut of its “Virtual V-Wall Spokesmodel Display.” The interactive glass projection features product images and a presenter triggered in part by motion sensor technology. The presenter, currently dubbed “Anna,” tracks shopper movement with her eyes and addresses them as they walk by. Users move their hands over a displayed product to trigger relevant interactions. The technology is being tested at a high-end Canadian retailer.Kraft Foods again demonstrated a custom solution developed with Intel (see “Digital Signage Expo 2011 Overview”), this time an interactive sampling kiosk dubbed the “DIJI-Taste Sampling Experience.” The freestanding, cube-shaped kiosk is unique in that all four sides are set up with touch screens for user interaction. The screens alternate from sampling, vending and digital signage experiences that can be remotely managed and monitored. The kiosk is currently distributing Temptations by Jell-O samples at Chicago’s Shedd Aquarium and New York’s South Street Seaport — but only to adults: Utilizing the AIM Suite, the kiosk can determine whether an adult or child is present and go into stand-by mode when children are detected.This year's trade show reached a new attendance milestone with more then 4,000 end-user attendees, according to producer Expo Nation.

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