Beginning of the end for traditional window displays?

Mike Wescomb, Dion Northgate store manager, believes the Digital Definition display system spells the beginning of the end for traditional window displays. "The traditional displays look pale in comparison with the new technology," he says.

Although the pilot display is relatively entry level in terms of the company's offerings, the intention is to open the door to an evolution of enhanced technologies, one of which being the "through window touchscreen" that enables customers to navigate through a retailer's goods and services, even when the stores is closed.

"In addition to that we have an audio component which converts the glass panel into a speaker essentially giving the retailer an interactive audio visual marketing tool," says Bruno Persic, managing director of Digital Communication Services. "Imagine navigating, selecting and viewing your favorite music DVDs on a Musica shopfront window."

Content management and distribution is also catered for in the form of datacasting, whereby each store in a retail chain would be linked up via a satellite or terrestrial network. Content developed by the retailers' marketing department may be fed through to each store to be played back according to a scheduled playlist.

Says Venessa Huxtable of Northgate Mall Marketing, "The system is an ideal tool for creating a more intimate relationship with our customers in communicating forthcoming attractions and events."