Virgin offers a cutting-edge interactive retail experience

Virgin Media ha abierto una innovadora tienda en el Westfield Shopping Centre de Londres, un espacio dotado con digital signage interactivo diseñado para animar a los clientes a sentarse, relajarse y disfrutar de sus productos y servicios de entretenimiento y telecomunicaciones (broadband, telefonía fija y móvil, TV bajo demanda, Etc.). La tienda utiliza ocho diferentes aplicaciones de señalización digital creadas y desarrolladas por Acquire Digital, cada una de las cuales ofrece a los clientes la oportunidad de jugar, buscar, ver e interactuar con los servicios.

La firma británica Virgin Media está tratando de “reinventar” su estrategia comercial con una novedosa tienda que impulsará los servicios de última generación de la empresa del conocido magnate Richard Branson. La nueva tienda insignia, ‘Our House’, ubicada en el Westfield Shopping Centre de Londres (United Kingdom), traspasa los límites del digital signage tradicional con ocho diferentes soluciones que ofrecen una variedad de aplicaciones, incluyendo pantallas, tecnología gestual, decoración e interactividad, en un establecimiento diseñado para lucir y sentirse como en casa.

The company Acquire Digital, especialistas en interacción digital, han sido los responsables de crear cada aspecto digital de la tienda de estilo hogareño, desde pantallas táctiles gigantes a puntos de información controlados por gestos. Hasta el cielo soleado del jardín artificial se presenta en un lienzo de pantallas sincronizadas que atraen a los clientes a mirar pasar los aviones de Virgin, Hot air balloons and spacecraft.

Giant Videowall

The store has an impressive giant touchscreen videowall that shows the latest models of phones of the company. Controlled through touch by a web-based CMS, Customers can explore the range of mobile devices to select one and learn more about the features and pricing.

Rob Smith, Head of Programming and Development at Acquire Digital, Explained: “In order to play videos while displaying real-time information we had to build a solution that would allow these components to run smoothly.. This links to an integrated, personalized web-based content management system that allows staff to make instant changes to product information and view important statistics., such as the times a certain product has been viewed “.

Another eye-catching way the store uses digital signage is Virgin Media's rate selector.. Using an interactive touchscreen device hosted on a 55 Inch, The Tariff Selector intuitively selects the best rates based on the information supplied by the customer by simply moving the sliding buttons, and uses an algorithm to determine the best rate for them.

The Acquire Digital team has also created a door-driven motion sensor that detects when a customer approaches and plays the sound of a doorbell.. then, The door opens revealing a multitude of 'creatures'’ related to Virgin, Like a dinosaur, a festive penguin and Virgin Media's celebrity ambassador, Mo Farrah. Once inside, Customers can explore entertainment product packages through gesture-controlled information displays, operated through a Kinect system, view TiVo or browse their range of mobile phones.

State-of-the-art digital signage

Mat Bartram, Head of Design at Acquire, Reviewed: “One of the main requirements for Virgin Media was to inject fun into everything and stimulate exploration.. Virgin Media has given us the opportunity to be really creative and push the boundaries of traditional digital signage.. With such a wide range of digital signage used we have been able to create content from movies to 3D animation, Gesture and content control for touchscreen applications”.

last, Paul Williams, Director of Retail at Virgin Media, has pointed out: “It was important for us to use digital solutions within our new store.. The Acquire Digital team was able to develop pioneering solutions that work well to create a dynamic environment, Innovative and attractive. I believe he will succeed in creating an experience that is both unique and memorable for our customers. “.