Endless Aisle Solutions Enhance Experience at Retail Concept Store

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An integrated digital merchandising network was launched in the Langley Toys R Us (TRU) concept store, including self-serve kiosks, a large feature wall and digital end-cap displays for shoppers and store associates to utilize, making it easier to locate, research and purchase products.

The Endless Aisle Interactive Solutions resulted in more than 2.7 million opportunities to see across the network, generated over 760,000 impressions, and prompted more than 4,500 kiosk interactions per month, enhancing guest experiences.

Nominating Company: Cineplex Digital Media, Toronto, Ontario
Venue: Toys R Us, Endless Aisle Solutions, Concord, Ontario
Project: Toys R Us, Endless Aisle Solutions
Category: DOOH Networks

BACKGROUND
“TRU” was looking for a partner to create and install an in-store digital signage and kiosk network for their new concept store located in Langley, British Columbia. In other stores, “TRU” associates were able to engage with the consumer with associate tablets to search and browse information from the “TRU” website. Self-serve interactive tools relevant to the category, were not available for customers, prompting them to look for an associate to satisfy their inquiry or leave the store to “do more research” on the products. An integrated digital merchandising network was launched in the Langley store, including self-serve kiosks, a large feature wall and digital end-cap displays for shoppers and store associates to utilize, making it easier to locate, research and purchase products throughout the shopping journey.

CHALLENGES
Self-serve interactive tools relevant to the category were not available for customers, prompting them to look for an associate to satisfy their inquiry or leave the store to “do more research” on the products. An integrated digital merchandising network was launched in the Langley store, including self-serve kiosks, a large feature wall and digital end-cap displays for shoppers and store associates to utilize, making it easier to locate, research and purchase products throughout the shopping experience.

SOLUTIONS
1. The ‘endless aisle’ kiosk solution, placed in high-traffic categories, give customers the power to browse the brand’s entire offering. The kiosks feature videos and provide product information to shoppers. Then, by selecting “Get it now!,” customers can complete their transaction right at the kiosk and pick up their purchase at the front of the store or have it shipped directly to their home.
2. A video wall at the entrance was used to welcome, educate, and entertain guests. There is a creative mix of ambient and informative messaging being used to showcase what TRU has to offer when guests are in the store, including special event announcements, corporate messaging, and flyer promotions.
3. Digital end-caps are used to bring shelves to life along the racetrack of TRU stores. They entice guests with video and sound to engage with the products on the shelf and have also been used to drive mobile coupon experiences.

RESULTS
In the first two weeks, the kiosk yielded hundreds of interactions with a 10 percent purchase rate. The success of the program was noted by the client saying, “The new integrated network elevates the shopping experience and makes it easier for customers to locate the products they are looking for, gain in-depth information, and make their purchases directly from a number of kiosks located throughout the store.”

The ROI from kiosk transactions enhanced guest experience, and employee feedback allowed TRU to justify the expense of the installations for their new concept stores.

The Toys R Us Endless Aisle Interactive Solutions resulted in more than 2.7 million opportunities to see across the network, generated more than 760,000 impressions, and prompted more than 4,500 kiosk interactions per month.

TRU Endless Aisle Solutions won a 2019 APEX Award in the DOOH Networks category.

1 Comment

  1. At the strart, it is also okay it has not boosted the sale as that is not the primary goal of it. Enhancing customer experience & making shopping time interesting for them is the motto and shop owners have successfully achieved that.

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