Retail becomes a new media channel

iMedia's Conrad Kullmann says: "The new solution utilises jpeg or mpeg still pictures and mpeg1 + 2 videos for continuous play back or interactive presentations to replace these video recorders or DVD players.

"The critical point about most current digital in-store point-of-sale media is that they are driven by technology that stands apart from the display unit and that requires human intervention to operate.

"For example, the video player or DVD player is typically located in a back office and must be activated by staff in order for the display unit to play its promotional message. Despite their good intentions, they often forget and because the players have moving parts, they require regular maintenance to ensure the display is picture perfect.

"The question is whose responsibility is quality control? Given these variables it's no wonder that in-store digital displays are not regarded as an important part of the marketing mix for retail brands."

Kullmann says iMedia's technology has the card reader/player as part of the display unit itself because it is so small, doing away with the need for human activation. Because it has no moving parts, there is no wear and tear and consequently no maintenance downtime. Also, the units have automatic start and automatic looping. This does away with the need to reboot the computer and starting up the programmes in the event of a power outage.

"iMedia takes full control of the medium - from delivering the unit to the store, installing the software, maintaining the units and guaranteeing uptime.

"An added benefit is the flexibility of the technology. Unlike existing modules, it can allow for passive displays as well as interactive. The display stands themselves can be graphically wrapped to complement the brand being advertised, or the housings can be custom-built."