Interactive DS for LG
H.S Paik, President, LG Gulf FZE outlines the key goals of thie project for LG: "The ultimate goal for LG is to successfully introduce a range of new mobile phones to the market and communicate instantly the features of each phone to potential customers."
In addition LG wanted to collect instant audience data at the point of purchase (POP) through the interaction at the displays.
Interactive Power Poles
To reach these goals, LG decided on a comprehensive, interactive digital signage approach in cooperation with Specialized Software Services (SSS), a Scala Certified Partner.
A total of 28 interactive power poles were installed at high-traffic spots within large malls in different countries in the Middle East: 11 in the United Arab Emirates (Dubai and Abu Dhabi), nine in Saudi Arabia and eight in Egypt. The poles have a unique design and state-of-the art interactive features.
The new phone models are attached to the poles with retractable cords. When a viewer takes one of the phones from the unit a photo cell is activated. This triggers a script that runs on Scala 5.
The software plays digital content on a 32" touchscreen related to the phone that was taken from the unit by the consumer. Through the touchscreen, the target customer can browse through and compare the features of the phones.
This interactive feature of the poles is a great asset for LG because it enables a customer to compare the phones without having to speak to a sales person. They also can zoom in on features that are the most important for them.
High-Value Target Audience Data
Through the Scala 5 software, this system registers generic information, including:
- The number of people that visited a specific POP
- The amount of time they spent at the poles
- Their gender and
- The location of the interactive unit.
By combining the initial data with the data coming from the touchscreens, a database is created and LG can establish the following market data: most popular phones, the time spent examining each phone and feature, and which features were most looked into per gender group. The system also logs the number of visitors per time slot per day for each POP location.
This combined data enables LG to understand the phone preferences of their audience in detail. The data reports function as operational tools to optimise the company’s marketing strategy.
With this system, LG can adjust their marketing messaging and emphasise features that are most appealing to their target audience. They can adapt the look and feel of their advertising to the gender that prefers particular phone models, or they can emphasise features that are especially valuable to men, when targeting this potential customer group.
After a runtime of nine months the project will be evaluated and if the outcome is positive the project can be extended further.
"By using Scala 5 software this network combines information from the camera, that is integrated in the installation, with the information derived from the touchscreens in a unique way. This provides LG with in depth “live” marketing data. In addition potential buyers of LG’s phones can instantly browse through and zoom in on features and specifics of the newest phones. This shortens the sales cycle and offers buyers the chance to make up their mind objectively," concludes Oscar Elizaga, Vice President of Scala, EMEA.