Recent research commissioned by 3M and Point of Purchasing Advertising International (POPAI), the global association for point-of-sale marketing, demonstrates the effectiveness of back-projecting dynamic promotional messages onto shop windows using 3M’s Vikuiti Rear Projection Film.
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% 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% of shoppers recalled at least one themed message without prompting and 57% felt they had learned something from the displays.
“We compared 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 modernized 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 getting the attention of passers-by, the research demonstrated that the Vikuiti screens also had a direct impact on customers entering each store with 2.5% of all passers-by entering 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 store traffic.
Researchers studied two Intersport shops 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 store windows.
The Intersport window screens were regarded as innovative by 92% of those interviewed, with 88% agreeing that the projected content enhanced the mood in the store window.
At the T-Mobile stores 64% 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,” said Tom Black, marketing operations manager, 3M Graphics Market Center. “Vikuiti Rear Projection Film helps retailers to turn passers by into shoppers.”
POPAI and 3M Netherlands commissioned market research firm Locatus to conduct a study into the effectiveness of the Vikuiti system in four stores in The Netherlands: the Zwolle and Utrecht branches of the sports clothing and equipment retailer, Intersport; and Zoetermeer and Utrecht branches of T-Mobile, the telephone and communications provider. Both Intersport and T-Mobile screens showed customized digital content comprising a mix of thematic messages and promotional clips.
Researchers conducted a combination of interviews and observations. In total, 821 interviews were carried out at Intersport and 741 at T-Mobile. In addition, 24,688 observations were recorded.