Interactive Sound Tables Pair with DS for Improved Customer Experience


British Columbia’s first-ever TELUS customer experience store has opened its doors at Tsawwassen Shopping Centre. Telus is opening these new concept stores, giving customers the opportunity to touch, test and play with the most exciting and sought-after connected devices available today.

Nominating Company: Stingray Business, Boisbriand, Quebec
Venue: Telus Tsawwassen Mills, Montreal, Quebec
Project: Telus Tsawwassen Mills
Category: Retail


Central to its “play” approach, there is two specific digital in-store experiences. One is an interactive sound table where the consumer can select one of four Bluetooth speakers and one of five genres of music to help them select the right Bluetooth speakers for their needs; The second is a drone display table with small interactive screens so that the consumer can view the different drones in action and its specifications. To complement these two central concepts, the store also features several small-format interactive screens for product information and large screens for ambiance and branding.

The biggest challenge was to synchronize four different Bluetooth speakers with one tablet, and being able to switch from one to another within a second and being able to change the music genre instantly. One of the challenges was to secure the use of Top Hits for each genre without having to pay recurring copyright fees.

The other challenge was to optimize the design and the positioning of the speakers to ensure an optimal listening experience around the Sound Table and without interference from the existing in-store ambient music. And lastly, one of the other challenges was the choice and the integration of the many screen sizes within the confines of a small store (less than 2,000-square-feet).

To address the speaker switching issue, we combined industrial automation hardware and programming with an audio switch interface to a custom tablet app branded to Telus. We identified and negotiated with several publishing houses to secure the rights and use of the music within the app as a one-time fee.

We worked to address the sound management, and we worked with the store designer to integrate baffles at the ceiling to keep store ambient sounds and the sound-table from mixing.

Clients are now able to test all speakers available in store by sampling songs in every genre at the TELUS Sound Table using a custom app. Users can compare sound quality between different models of speakers and choose the speaker that fits their needs while enjoying a fun in-store music experience! On a smaller scale, the same above “play” concept is available at each product display table via self-serve interactive screens and traditional digital signage.

Leave A Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Send this to a friend