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ERACTIVE PROOJECT 2
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3. 1
2
3
4
5
6
7
Interact
The purpo
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1 What a
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2 Who is
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3 Where
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4 How ma
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6 How lon
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dictate?
•
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se of this pape
a kiosk or inter
o appropriate b
tions can be us
ous in‐store m
ny of these que
re the prim
benefits for the
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t the consume
the target
ical characteris
will the un
ronmental con
amount of traf
t peak traffic u
any units w
test phase, if a
ll rollout
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re the size
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acts the length
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t Device
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BU
ct Planning
er is to help clie
active mercha
budget parame
sed for interna
merchandising c
estions with th
mary objec
e brand
e retailer
er should be ab
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stics or limitat
nit be place
siderations tha
ffic a unit will r
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it production r
requirem
for floor‐standi
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are feature
tegories of
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UDGETING FO
g Checklist
ents avoid scen
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company shou
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ing vs. counter
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agreement
arts if a project
es do the o
f hardware
OR YOUR INTE
t
narios like the
m with clearly
owing checklist
o define the sc
ld be willing to
arriving at a w
our project
lish
n?
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t the design an
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t has a long life
bjectives o
e to consid
ERACTIVE PRO
one above by
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t and related
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o help a client w
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e
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er are:
OJECT 3
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work
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4.
4 BUDGETING FOR YOUR INTERACTIVE PROJECT
8 Has a software application been developed yet?
• The functions it needs to perform
• The kind of data that needs to be collected
• Possible links needed to existing websites
• External data communication technologies that may need to be supported
• Requirements for interface with the point of sale network
• Types of updates required
9 What look and feel do you want your solution to have?
• How the brand image should be incorporated into the design
• The kind of impression (whimsical, stylish, streamlined, etc.) the solution should
convey
10 What are the installation, support and maintenance
requirements of the unit?
• The necessity for simple plug‐and‐play or complete installation
• Training of store personnel may a consideration
• The necessity for prescribed monitoring for peripheral management
• Need for a 24/7 response system
Once the answers to these questions lead to a budget number, a
project’s ROI can be calculated using the guide, Many Happy
Returns: a Return on Merchandising Investment Model.
A Word about Sequence
An interactive unit consists of software, hardware and an enclosure. An in‐store
merchandising partner can serve as a single point of contact, integrating all of these
phases of a project plus installation, service and maintenance.
The desired consumer interaction and the amount of information the retailer or brand
wants to share or receive define the software phase of a project. Software must be at
least in the initial stages of development in order for the appropriate hardware to be
chosen. Software drives the hardware decision, and the hardware choices drive the
design of the enclosure. In order to complete the design of an enclosure a list of
components with all of their features and requirements is necessary.
Complete integration of a solution can include the following:
• Designing, engineering, prototyping, producing the enclosure
• Developing the software, including custom content
• Purchasing/integrating/configuring/testing the interactive components
• Installing in the field
• Warranty servicing and maintenance in the field

5.
5 BUDGETING FOR YOUR INTERACTIVE PROJECT
The Value Proposition
A completed kiosk or interactive display is more than the sum of its components, the
shape of its enclosure, or the user experience of its software application. The value of a
well‐designed kiosk encompasses a process, a product and performance.
A sound process leads to a viable product and the best chance of achieving the desired
business outcome for the unit. A good in‐store merchandising partner uses a proven
approach that is creative, responsive at every point, and thorough in attention to detail.
The management of an interactive project requires responsiveness that balances the
objectives of the brand, desires of the location partner, and value to the end user. The
integration of an interactive project requires coordination across suppliers and partners
that takes into account the needs of these three parties.
The product is made up of the quality of its components and the message it carries
about the brand or retailer. Kiosks and interactive merchandising do not stand alone;
they are designed to be an integral part of a cohesive strategy and embody the look and
feel of a larger marketing program. They are a vehicle for attracting and engaging the
consumer, the end user. “The branding message is a critical aspect of acceptance or
failure of a solution,” according to Ron Bowers, Senior Vice President Business
Development for Frank Mayer & Associates, Inc. “The design and promise of a solution
is the initial attractant that is essential to trial and ultimately success.”
Attention to detail can have a significant impact on the performance of an interactive
unit in the field. Each kiosk or interactive display has a particular business outcome that
can only be achieved if it continuously operates as planned. It has a lifetime purpose
and a lifetime cost. Component selection and configuration do matter.
The price you pay today may not reflect the cost over the duration of a project. It is
crucial to understand the quality of the components that an in‐store merchandising
company sources for your project. The savings perceived up‐front can disappear quickly
when a unit has a component with a high failure rate. The price of one service call can
be two to three times the “savings” from the cheaper component.
The interactive solutions an in‐store merchandising company produces should have an
extremely high success rate. Ask for hard numbers that establish what kind of track
record a company has once its solutions are in the field. Look at the strength of its
portfolio. Inquire about the process it uses to design, engineer, test, produce and
maintain a product that has integrity.
A good in‐store
merchandising partner
uses a proven approach
that is creative,
responsive at every
point, and thorough
in attention to detail.

6.
6 BUDGETING FOR YOUR INTERACTIVE PROJECT
Conclusion
A successful interactive display or kiosk has its genesis in a fully transparent consultative
partnership between the client, the partners involved and the in‐store merchandising
company. Starting with defined parameters and a budget establishes a solid foundation
for a project. It ensures that the resources of time and talent will be used efficiently to
achieve the very best outcome. The interactive product is not just a checklist of
considerations and components; it is the embodiment of a brand and its business
objectives and the promise of utility for the retailer or location partner and the
consumer over the lifetime of the project.
About Frank Mayer and Associates
Frank Mayer & Associates, Inc. is an in‐store merchandising company
with vast experience in designing and manufacturing branded
permanent displays for virtually every retail format. Our clients are
a wide range of Fortune 500 brands and retailers. We have been
recognized by industry peers for creating and producing award‐winning
point of purchase displays, interactive merchandisers and kiosks. We
offer promotional marketing capabilities that allow us to provide our
customers with an unmatched depth of service.