Coral enhances visual thrill of sporting action

Eye-catching window screens using 3M's Vikuiti film grab customers' attention by showing real-time updates on events, marketing promotions and special offers to passers-by.

Amid dramatic changes in the way people go about their gambling, betting shops must maximise their strengths to retain customers and grow their business.

In addition to the established attractions, such as providing a sociable environment, the fastest growing bookmaker in Britain and trading division of Gala Coral Group, Coral Racing, is highlighting the excitement and real-time action inherent in gambling with the help of Vikuiti Rear Projection Film from 3M, the diversified technology company.

Shaun Giblin, Product Delivery Manager at Coral, explained how Vikuiti Rear Projection Film is working in the windows of four of its UK betting shops.

"Since many of Coral's products are based on events occurring during the day, presenting product and marketing information in real time significantly enhances the experience we deliver to our customers.

"The visual impact and functional capabilities of Vikuiti Rear Projection Film have proven extremely important in meeting our goals, by supporting vibrant content, integrated with our live data broadcast solution, to make betting more fun and easier to access".

Coral's objective was to create a dynamic window display that attracts the attention of customers passing by its shops.

Vikuiti Rear Projection Film is currently in action at several branches including London's Brompton Road, London Wall, Cardiff and Southend-on-Sea.

The screens are 65-inch, 16:9 widescreen films, applied directly to the inside surface of the public-facing shop windows, with an additional 85-inch screen installed inside the premises at Brompton Road.

Further locations are scheduled to be fitted later this year.

Seeking a much greater visual impact than is possible by placing an LCD screen behind the window, Chris Rome, Project Manager at Coral, identified only one rear projection solution capable of consistently delivering the performance required.

"Vikuiti Rear Projection Film from 3M delivers superior image quality and is the only solution capable of maintaining high performance when viewed in direct sunlight on a south-facing window," he explained.

The Vikuiti Rear Projection solution has been successfully integrated with Coral's Broadcast Information Display System (BIDS), allowing the stores' window marketing to be centrally managed from the company's broadcast studio in Barking.

Additional valuable capabilities of the system include real-time price updates on promotions, selective addressing to support regional marketing initiatives, and network connectivity allowing Coral Racing to deliver 'same day' interactive marketing campaigns.

Coral is currently measuring the impact of its pilot systems on customer flow and turnover.

"Vikuiti Rear Projection Film is the perfect technology for retail window advertising and promotions," commented Billy Evans, Sales and Marketing Manager, 3M Digital Signage and Optical Systems.

"As owners of high-street premises must compete with numerous other channels, including online, Vikuiti Rear Projection Film's unique ability to cut through ambient light to deliver powerful dynamic messaging and to improve and accelerate the delivery of product information, is helping an increasing number of retailers to maximise the sales power of their window displays.

"It's also remarkably easy to implement: in our project with Coral, each cable-less screen was installed and fully commissioned in three to four hours".

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