This document discusses 3M's digital signage solutions for retailers. It proposes using customized, interactive multi-touch displays with visually engaging and time-sensitive content to create a more immersive in-store shopping experience for customers. The presentation recommends applying principles of visual science to ensure the content stands out and grabs customers' attention. A combination of digital signage software, projection films, touchscreens, and data analytics can enable retailers to build customized, interactive brand experiences that influence purchasing behavior.

1. 3M Digital Signage Solution
Working the magic for digital signage networks
ways to reach your audiences
Digital Signage in Retail
- Reinventing in-store experience with interactive digital signage solution
Chris Chen
APAC Marketing Manager
3M Commercial Graphics Division
On-floor seminar presentation for:
Digital Signage World Asia 2010
(9-10 Nov 2010, Singapore)

2. New era in-store retail experience
Creating Interactive Brand Touch Points
• Customized Display
• Interactive Contents
• Visual Attention solution
• Interactive Multi-touch screens
Agenda

3. Let’s first understand GEN Y’s problem
Too many choices and too little time
Most offerings have similar quality
and features
So we based our buying choice
on Trust

4. 100++100++100++100++
How to
choose?

5. Pre-
Purchase
Experience
So what’s Brand Touch Points?
• The points that your Brand touches
or Interacts with your customers
Post-
Purchase
Experience
Purchase
Experience

6. Direct Mail
/Samples
Advertising
Deals &
promotion
Coupons
&
Incentives
Sales
Person
Packaging
Loyalty
program
Newsletters
Customer
Service
Product &
Package
Performance
Pre-
Purchase
Experience
Post-
Purchase
Experience
Purchase
Experience
Store &
Shelf
Placement
P.O.P
Displays
Brand Touch Point for retailers
How to make
the touch points an
“interactive” in-store experience

7. Create High Impact
interactive touch points for retailers
1. Break away from conventional Media frames
vs vsTelevision Poster
Promotion
资讯资讯资讯资讯,娱乐娱乐娱乐娱乐
+促销促销促销促销
Infotainment
Infotainment

9. Create High Impact interactive touch points
2. Relevant content according
to customer priorities
• Analyze customer segments
– Region, Age, Gender, Account
type, transaction
• Display part-day, time-relevant
contents
– Housing loans
– Car loans
– Investments
– Stocks
– Life Insurance
– Education funds
– Retirement planning
2.7% p.a
effective rate !
Ovesea students’
best protection

10. - e.g. Hourly special (linked to inventory)
Relevant contents

11. Create High Impact interactive touch points
3. Right positioning & placement to create
high visual attention grab to induce buying behavior
The science behind BUYING BEHAVIOUR

12. • How people select, process and store visual
information
• ~50% of our cortex (brain) is devoted to vision
• Yet, while human vision is extremely powerful &
efficient … Several limitations exist
Visual Science

13. Target “pops” out

14. Target “pops” out

15. Requires coordination target “hidden”

16. - Adding visual attributes increases “effort”
required to process them
=>The format and placement of the Contents
may have great influence on the intuitive
visual response
X
O
O
X
XX
X
X X
X XX
O
O
O
O
O
O O
O
O
Visual Science
O
X
O
O
X
?

17. • Reduce “effort” required to
process visual environment
– Right placement of
screens to let the target
pops out
– Use appropriate contents
format to accentuate the
message
– Check out 3M V.A.S
Visual Attention Service
www.3m.com/vas
Applying Visual Science to enhance interactivity
44
11 22
33
55

18. Enabling technologies for
Interactive Digital Signage in retail environment
Digital Signage Software
3M VIKUITI™
Rear Projection Film
Multimedia Projectors
Visual Attention Solutions
/ 3M informatics
Interactive Touch
System

19. T-Mobile Retail outlets
(Blending display with visual environment and C.I.)

20. Large format advertising screens

21. Large format “interactive” screens

22. Customize shaped screens

23. Customize shaped screens

24. Interactive contents + multi-touch capability
78”diagonal interactive screen

25. When you combine these
enabling technologies together
High impact, interactive, rich media
in-store experience

26. Summary :
To create high impact interactive
in-store experience
• Custom-shaped Display
• Relevant time-based Contents
• Apply Visual science for interactivity & ROI
• Enabling interactive Multi-touch experience

27. Thank YouThank YouThank YouThank You
Christopher Chen
APAC Marketing Manager
Commercial Graphics Division
Email: chrischen@mmm.com
3M Rear Projection Film:
www.3MGraphics.com/rpf www.vikuiti.sg
3M Visual Attention Service: www.3m.com/vas
3M Informatics : www.3m.com/informatics
3M Touch solution: www.3m.com/touch01