Retail Report: Digital Displays
Ovation In-Store uses digital signage in retail displays.
by Marie Redding, Senior EditorThe experts at Ovation In-Store (Maspeth, NY) use a combination of traditional and digital programs to create engaging point-of-purchase displays. The company’s client roster includes L’Oréal, Revlon, Gillette, Calvin Klein, Kmart, Target, Coca Cola, and Reebok.
CEO Ben Weshler founded the company in 1975, when it was originally named Display Systems. Since then, he has filed 15 patents in the display design area. “Companies partner with us for retail display solutions,” says Weshler. “They want a retail advantage and are looking for a sales lift from a single source.”
Ben’s son, Marc Weshler, is senior vice president. According to Marc, digital signage can be incorporated in any retail environment to help a brand connect with consumers. “Our proprietary hardware and software systems are what set us apart in the point-of-purchase world. We do it all, including designing, building fixtures, and incorporating digital signage technology into these systems,” he says.
With 35 years of experience in fixtures and displays, Ovation has been incorporating digital signage in its designs for the past six years. “Combining these two disciplines has been a huge learning curve for us, but very beneficial to our clients,” Marc says.
“Interactive displays are perfect for conveying product benefits, especially when it comes to skin care,” says Marc. Recently, Ovation created a display system (pictured above) for Aramis Lab Series for Men, a global skin care brand manufactured by The Estée Lauder Companies. The display’s objective is to explain to the consumer that the products in the line contain technologically advanced formulations that have been scientifically developed. Digital signage hardware, software, and an innovative merchandising kiosk were created. The Aramis counter engages customers with a 14-in. LCD panel screen and UPC bar code scanner, with all customer interactions reported back to the company using remote Web access. The LCD screen features a video image designed to draw in customers as they walk by. The bar code scanner allows shoppers to obtain additional information about a product.
“Later, we incorporated a touch screen because we learned through research that customers were automatically touching the LCD screen as they walked by,” says Marc. The touch screen works as additional sales support, especially in times when associates are busy during crowded weekends, by helping to answer questions about the product and prompting the user to learn about other Aramis products.
The system was first installed at Macy’s in Miami last year. This year, the display will be launched in several more retail locations throughout the country.
“Men, in general, are usually uncomfortable asking questions, so this type of display is especially helpful for a guy to learn about product formulations without having to ask,” says Marc.
If you are thinking of incorporating digital signage into one of your store displays, remember that a common mistake is using technology for no real purpose. “You have to think about the message you want to convey to consumers and how technology can better help you to convey that message,” advises Marc. One last tip for knowing when digital signage is right for your brand: decide how it will convey the features and benefits of your product in a way that a regular sign can’t accomplish.