Passenger Terminal World, March 2013
By Rosemarie Rawson
Interactive signage, both in store and on storefronts, is gaining popularity. Engaging customers is the compelling force behind these
technologies, with some retailers comparing it to having a giant smartphone in your store.
A good example of this is the adiVerse virtual footwear wall. This touchscreen shopping wall is controlled by iPad-like swiping movements and extends the physical products to a virtual range. Customers can browse through the Adidas footwear gamut, select a model and virtually zoom in on their potential purchase.
The shoes can be viewed from any angle, information can be retrieved immediately and customers can check reviews on social networks.
Intel has just teamed up with Pepsi to launch an interactive digital signage vending concept that uses gaming to increase engagement. Customers can use the machine just for vending and to get product information, or they can play games to win gifts. New Delhi Indira Gandhi International Airport has also entered the market with the introduction of India’s first virtual shopping wall. Installed in partnership with HomeShop18, the wall enables passengers to view a range of products and then order items by scanning QR codes. HomeShop18 has enabled cash-on-delivery payments and plans to introduce mobile payments in the future.
Supermarket chain Tesco also embraced the digital shopping trend with its first interactive virtual grocery store at Gatwick Airport’s North Terminal. In place from 6-19 August 2012, the store enabled passengers to combine browsing with the convenience of an online grocery shop and home delivery. They could view a range of everyday products by scrolling through moving screens and scan barcodes with their smartphones to place an order.