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Rear window projection at T-Mobile and Intersport shops in the Netherlands

05/11/2011

Research commissioned by 3M and POPAI, the global association for point-of-sale marketing, demonstrates the effectiveness of back-projecting dynamic promotional messages onto shop windows using Vikuiti™ Rear Projection Film from 3M.

This research, conducted in two T-Mobile shops and two Intersport shops, demonstrates convincingly that in-window advertising and promotion is more than just window-dressing – its messages really get through and actually bring in business. Vikuiti Rear Projection Film helps retailers to turn passers by into shoppers.

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.

In addition to being highly effective at grabbing the attention of passers-by, the research demonstrated that the Vikuiti screens also had a direct impact on customer footfall into each store. Between 0.8% and 1.8% of all passers-by actually stopped to view the window screens and 2.5% of all passers-by entered the store because of what they saw on the displays. With over 100,000 potential shoppers passing by each store per week, these percentages translated into a significant increase in footfall into each store. Of those who entered the stores, up to 33% did so because of the window messages.

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