Window projection adds footfall, says research

More than 80 per cent of shoppers recall seeing images on back-projected in-window displays and 33 per cent were prompted to enter the store sooner, according to research from POPAI and 3M.

Research commissioned by 3M, the diversified technology company, and POPAI, the global association for point-of-sale marketing, demonstrates the effectiveness of back-projecting dynamic promotional messages onto shop windows using Vikuiti Rear Projection Film from 3M.

In a research project at four high-profile retail locations in The Netherlands involving more than 24,000 shopper observations and 1,562 interviews, 85 per cent of shoppers thought that the digital video content projected onto the Vikuiti window screens enhanced each store's image.

Recognition of specific promotional messages was also extremely high: up to 64 per cent of shoppers recalled at least one themed message without prompting and 57 per cent felt they had learned something from the displays.

"We compared the two shops with Vikuiti Rear Projection Film and two without," said Willem Arns, Visual Marketing Manager, Intersport.

"What really stuck out was the attention that the Vikuiti screens received from the passers by.

"They were really surprised and we had a huge reach.

"Intersport is very enthusiastic about this solution - we see a lot of opportunities for Vikuiti Rear Projection Film and, together with 3M and POPAI, we are discussing the possibilities".

"The solution drew enormous attention to our shops with passers-by and shoppers mentioning that it modernised T-Mobile's image," said Eefje Vogelaar, Content Manager, T-Mobile.

"Vikuiti screens really contribute to the 'experience' of shopping in T-Mobile outlets and we now have five shops in The Netherlands with Vikuiti Rear Projection Film installed".

In addition to being highly effective at grabbing the attention of passers-by, the research demonstrated that the Vikuiti screens also had a direct impact on customer footfall into each store.

Between 0.8 per cent and 1.8 per cent of all passers-by actually stopped to view the window screens and 2.5 per cent of all passers-by entered the store because of what they saw on the displays.

With more than 100,000 potential shoppers passing by each store per week, these percentages translated into a significant increase in footfall into each store.

Of those who entered the stores, up to 33 per cent did so because of the window messages.

Researchers studied two branches of the sportswear shop Intersport and two T-Mobile outlets, each of which showed a mix of thematic brand messages and promotional clips that were projected onto Vikuiti Rear Projection Film applied to the insides of the branch windows.

The Intersport window screens were regarded as innovative by 92 per cent of those interviewed, with 88 per cent agreeing that the projected content enhanced the mood in the store window.

At the T-Mobile stores 64 per cent of those interviewed spontaneously recalled the promotional messages for mobile phones that were displayed on the window screens as they entered the store.

"This research demonstrates convincingly that in-window advertising and promotion is more than just window-dressing - its messages really get through and actually bring in business," commented Lloyd Cole, European Marketing Manager, 3M Digital Signage and Optical Systems.

"Vikuiti Rear Projection Film helps retailers to turn passers by into shoppers".

Point of Purchase Advertising International (POPAI) is the only global, not for profit, trade association exclusively dedicated to serving the interests of all those involved in retail marketing.

POPAI has 19 national offices covering 45 countries, and more than 1700 members worldwide.

The organisation works to establish and maintain excellence in all aspects of retail marketing communications, raise standards of business practices and provide its membership with information to ensure its continued position as a vital part of the marketing mix.

POPAI conducts research, holds conferences, seminars and educational programmes to benefit its members from POP designers and manufacturers, brands, retailers, agencies, suppliers, Digital Screen and Audio and educational sectors.

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