Best use of In-store marketing technology in Retail Award Finalist

Remote Media are pleased to announce the pilot project for “Thomson Video Touch Kiosks” has secured a ace in the finals of the 2008 Retail Systems Awards for the “best use of in-store marketing technology in retail award”.

The touch screens allow customers to view all available video content of hotels, resorts and destinations via self-service touch screens in Thomson shops. The content was designed to be easy to navigate, providing an insight into the Thomson product range and presented on a durable hardware solution.

The technology was designed to inspire customers, encouraging them to search and select up to ten videos and burn them onto a CD Rom to take home instead of taking multiple brochures and giving a real point of difference compared to other high street travel agents.

68% of customers researched said the touch screen was impactful with 100% agreeing it was a good initiative. Customers understood the purpose of the screens and found it easy to navigate. The content was praised for providing enhanced destination information and allowing customers to browse without feeling under obligation to buy.

Additionally, staff use the screens to demonstrate comex products e.g. cruise bringing them to life for customers which anecdotally increased their propensity to purchase.

Whilst the project did not reduce brochure demand, it did mean staff still had resources to use even when specific brochures were out of stock.

The video touch screen initiative improves the customer experience in key Thomson shops (initially the concept was rolled out to a selection of shops), making it a fun, interactive environment, giving customers access to all the rich content that has previously only been available on-line.

The screens were designed to provide customers with access to thousands of inspirational videos, allowing the products and destinations to be brought to life, differentiating the Thomson booking process

The ergonomic design and impactful graphics of the video touch screen appeal to a wide customer base, irrespective of age or familiarity with technology.

Due to the success of the video touch screens to date we are developing the concept further with additional content such as improved destination content, weather reports, maps, virtual tours, language hints and tips, and downloadable brochure pages that allow customers to download only the sections they are interested in.

These enhanced services are being developed for launch Q1 2009 to make the CD Rom brochures more attractive than their paper equivalents and therefore encouraging less brochure pick-up. This helps justify the roll out of the video touch screen to more shops as the CD Roms cost significantly less than production and distribution of brochures, they always have the latest up to date information (unlike brochures) and furthermore help Thomson reduce wastage.

In summary:
• The video touch screen enhances the overall customer experience
• It provides staff with additional sales tools, bringing holidays/ destinations to life – allowing customers to easily imagine themselves there.
• It provides customers with improved information not available via brochures – ensuring that they find the best holidisplay to suit their needs.
• The content is clear and easy to navigate, whilst also being fun and engaging.
• Further enhancements will ensure the touch screen stays ahead of competitors and can be rolled out to an increased number of shops.

www.thomson.co.uk

Posted by Kevin Goldsmith