NEC Solutions Zone
Context-aware Retail Signage: Clas Ohlson - In the Clas Ohlson flagship store located in the recently opened Mall of Scandinavia in Stockholm, NEC teamed up with SMS/Smart Media Solutions, and Smartsign to create a new digitalized display solution that interacts with customers and shows commercial messages.
First, the screen was prepared with leafengine sensor technology and Smartsign software in the integrated computer - the Slot-in PC located on the back of the screen. Next, the screen was mounted in the custom made and stable stand, created by SMS/Smart Media Solutions. Two sensors were installed – one sensor senses if someone gets closer than one meter to the screen and the other one, a light-sensor, senses when the product is lifted from the shelf at the stand. The sensors were calibrated to be adapted to local light conditions. When the sensors are triggered, new messages appear on the screen. The stand integrates a professional NEC 40” display, leafengine sensor technology, two sensors and Smartsign software, along with the retail products from Kärcher and a product demonstration video. All in all, Clas Ohlson got a new integrated in-store display that engages with customers through a digital visual solution.
NEC leafengine - Making digital signage interactive with leafengine, a unified sensor - software connectivity that enables access to a broad catalogue of sensors, including gender and age classification, proximity detection, NFC, QR-Codes and many others.
BroadSign is the leading ad tech company providing secure and reliable automated digital signage software to media owners and operators across the globe. Enabling the effective management of dynamic content across complex global networks, BroadSign powers over 120,000 displays in venues such as airports, shopping malls, health clinics and cinemas.
BroadSign’s software suite includes BroadSign Core for content distribution, playback and proof of performance, BroadSign Serv Direct for sales inventory availability and proposal generation, and BroadSign Serv SSP for exposure to new buyers through a customized programmatic digital out-of-home solution.
Esprit Digital were selected to provide a full digital solution to Elan Media in the Mall of Qatar. In partnership with local integrator AVT Audio Visual Technology in Doha.
As an advertising network in a mall it is second-to-none anywhere in the world and has already proven a commercial success with brands from all market sectors. As standalone pieces of digital furniture deployed throughout a billion-dollar retail environment, they have been universally accepted and are currently being rolled out to other sites across the Middle East.
The client brief for this project was simple: create the biggest and best digital shopper environment in the Middle East. To date only a few airports in the region have embraced digital screen technology as a perfect medium to enhance their customer’s journeys and malls have almost exclusively stayed with traditional paper advertising systems. This will all change now as the Mall of Qatar has significantly raised the bar and demonstrated to undeniable effect how a well-thought out, well-planned, beautifully designed digital hardware installation can be a key differentiator in a competitive sector like shopping centres.
Esprit built totally bespoke double sided 70” LCD Pods (MUPI’s) which utilise the NEC P703 700Nit display. These highly stylised, iconic structures incorporate our latest Cortex thermal and remote management technology, which means maintenance visits are extremely rare if ever – almost any issue can be resolved from our Network Operating Centres around the world. Other features of this remarkable unit include LED side strips that change colour with content, full audience measurement, iBeacons and ClearSpace™, Esprit Digital’s proprietary sensor system which warns management of obstructions to their screens.
“From the beginning of this project we were very clear in our minds what we wanted to deliver. Very simply, a world class Digital OOH installation that would utilise the very latest and best technology available, would match the look and feel of the mall, and be a commercial success. We were also very clear about the type of partner
we needed, not just for access to the technology, but for design and implementation, and advice – delivering a real partnership. Esprit Digital have done all of this and more, and I am delighted that we selected them for this project”.
Jamie Ball, COO Elan Media.