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VikuitiTM Rear Projection Film.A powerful newdigital marketing opportunity for the high street retailer.

Research commissioned by POPAI and 3M

reveals that shop windows have never

projected a more powerful image...

4locations researched

24,688

2.5% of shoppers who viewed

the programme entered

the store because of

what they saw on

the window

42%Brand

recognition

and recall

was as

high as

Over88% thought

the screens

enhanced

the stores’

image 57% felt they

had learnt

something

from

the display

1,562interviews conducted

Between0.8%and1.8% of all

passers-by

actually stopped

to watch the

display

Up to64% spontaneously

mentioned

remembering

themed images

without prompting

observations recorded

83.5% spontaneously

remembered

seeing the

screen in the

store window

VikuitiTM Digital Window Displays. A study into the effectiveness of Vikuiti Rear Projection Film as a sales promotion device in the retail environment.

1 Introduction

1.1 The product

Vikuiti Rear Projection Film is a new, unique film

designed and manufactured by 3M primarily for

application to shop windows. It enables video

digital content to be projected onto a window

using an in-store digital projector to create a

dynamic and eye-catching promotional tool for

attracting the attention of passers-by.

1.2. About the research

POPAI and 3M Netherlands commissioned

Locatus to conduct a study in 2007 into the

effectiveness of the Vikuiti system in four stores

in the Netherlands: the Zwolle and Utrecht

branches of the sports clothing and equipment

retailer, Intersport; and the Zoetermeer and

Utrecht branches of T-Mobile, the telephone

and communications provider.

A combination of interviews and observations

was conducted: in total, 821 interviews were

carried out at Intersport and 741 at

T-Mobile. In all, 24,688 observations were

recorded:

7129 (Intersport, Zwolle); 2154 (Intersport,

Utrecht); 9197 (T-Mobile, Zoetermeer);

6208 (T-Mobile, Utrecht).

1.3 Screened content

Both Intersport and T-Mobile screens showed

customised digital content comprising a mix of

thematic messages and promotional clips.

2 Results of observations

2.1 Percentage of passers-by who looked at / stopped in front of the Vikuiti display

3 Results of interviews

A total of 821 respondents were interviewed at the two Intersport stores and 741 interviewed atboth T-Mobile branches. Interviews were conducted inside and outside the stores.

3.1 Recall and reaction to the displays

Intersport Intersport T-Mobile T-MobileZwolle Utrecht Zoetermeer Utrecht

Passers-by who looked at display (%) 27.4 7.2 7.7 9.0

Passers-by who stopped in front of display (%) 1.4 0.8 1.8 0.8

Intersport Intersport T-Mobile T-MobileZwolle Utrecht Zoetermeer Utrecht

Passers-by who recalled the display (%) 85.4 31.7 26.3 44.6

Passers-by who thought the display was successful in attracting shoppers (%) 87.0 65.2

Passers-by who learned something fromthe display (%) 57.4 43.4

3POPAI and 3M. Research into retail innovation.

4 Responses from interviews

4.1 The respondents who looked at the store windows for a short

while were asked to name all the things they saw in it.

(n= number of interviewees)

4.2 Did the respondents remember the screen in the store window?

(n= number of interviewees)

Recalled store window items Zwolle Utrechtn=118 n=140

Images projected onto window 76.3% 51.8%Little, no idea 10.2% 7.1%

Mannequins 6.8% 9.3%Clothing 0.0% 6.4%Intersport logo 4.2% 0.0%Ad/sale 3.5% 9.3%Ski sweaters 0.0% 67.1%

Mobile phones – –The colour pink,

– –T-Mobile logoCubes, boxes – –Other – –

Z’meer Utrechtn=120 n=154

12.5% 27.3%50.0% 8.4%

– –– –– –– –– –

17.5% 13.6%

22.5% 19.5%

10.8% 24.7%1.7% 1.9%

Intersport T-Mobile

Zwolle Utrechtn=223 n=239

Yes, spontaneously mentioned 83.5% 30.0%Yes, mentioned when aided 1.9% 1.7%Did not notice 14.6% 68.3%

Z’meer Utrechtn=236 n=238

11.0% 34.5%15.3% 10.1%73.7% 55.5%

Intersport T-Mobile

4.3 Recall of parts of the programme

Intersport

From 77 respondents interviewed the most-remembered parts of the Intersport

programme were the sports images.

The Wilson tennis racket and the Nike socks were also recalled well.

Spontaneously Mentioned mentioned when aided Did not recall

Sports images 36.8% 11.8% 51.3%

Intersport images 28.9% 9.2% 61.8%

Running images 21.1% 9.2% 69.7%

Tennis images 25.0% 7.9% 67.1%

Intersport products 28.9% 5.3% 65.8%

Wilson tennis racket 31.6% 9.2% 59.2%

Nike socks 31.6% 9.2% 59.2%

T-Mobile

When the respondents (36 in number) were asked to name what they saw on the

viewing screen in the T-Mobile store window, 64.7% spontaneously answered

‘mobile phones.’

Spontaneously Mentioned mentioned when aided Did not recall

Mobile phones 64.7% 8.8% 26.5%

Samsung phones 21.2% 21.2% 57.6%

Samsung D900 23.5% 14.7% 61.8%

Samsung E570 8.8% 14.7% 76.5%

Samsung E900 0.0% 15.2% 84.8%

4.4 Reach

Ad reach: number of persons who saw the Vikuiti system in both stores.

Ad contact: number of persons who recalled parts of the programme on the

viewing screen.

A total of 77 people were interviewed at Intersport, and 36 at T-Mobile.

Zwolle Utrecht

Ad reach 27.4(%) 7.2(%)Ad contact 48.3(%) 16.7(%)

Z’meer Utrecht

7.7(%) 9.0(%)10.8(%) 17.7(%)

Intersport T-Mobile

4.5 Content evaluation

Intersport

The opinion of passers-by regarding the programme on the store window screen

was positive. 87% found the programme successful in attracting attention while

57.2% said they learned something from the programme. In addition, they found

the programme interesting and suitable for Intersport.

(SD = strongly disagree; D = disagree; N = neutral; A = agree; SA = strongly agree)

SD D N A SA

The programme catches my attention 1.3% 1.3% 10.4% 13% 74%

The programme is a source of information 10.4% 10.4% 22.1% 19.5% 37.7%

The programme does not suit Intersport 77.9% 6.5% 3.9% 10.4% 1.3%

The programme is interesting 7.8% 6.5% 22.1% 11.7% 51.9%

T-Mobile

The content on the screens in the T-Mobile store windows was positively

evaluated. The programme drew the attention of most visitors, provided

information and suited T-Mobile. The respondents also found it interesting.

SD D N A SA

The programme catches my attention 4.3% 13.0% 17.4% 52.2% 13.0%

The programme is a source of information 4.3% 26.1% 26.1% 39.1% 4.3%

The programme does not suit T-Mobile 26.1% 39.1% 21.7% 13.0% 0.0%

The programme is interesting 4.3% 21.7% 39.1% 30.4% 4.3%

4.6 Evaluation of screens

Intersport

92.1% of those interviewed thought the store window screen was innovative.

All in all, the respondents said the Vikuiti system did not disturb them and that it

suited Intersport.

(SD = strongly disagree; D = disagree; N = neutral; A = agree; SA = strongly agree)

SD D N A SA

Screen gives Intersport an innovative image 0.7% 0.7% 6.5% 8.6% 83.5%

The screen bothers me 82.7% 5.0% 7.9% 3.6% 0.7%

The screen suits the store window well 4.3% 2.9% 7.2% 16.5% 69.1%

T-Mobile

In general, the viewing screens were evaluated positively, giving T-Mobile an

innovative image (88%).

SD D N A SA

Screen gives T-Mobile an innovative image 1.3% 5.3% 5.3% 48.0% 40.0%

The screen bothers me 65.3% 24.0% 6.7% 0.0% 4.0%

The screen suits the store window well 4.0% 4.0% 14.7% 50.7% 26.7%

4.7 Effects of the VikuitiTM system

Intersport

The store window screen was described as mood-enhancing, while it also

prompted a number of visitors (15.6%) to enter the store sooner.

T-Mobile

In general, the programme was found to enhance the ambience of the store

window. 33.3% of respondents were prompted by the programme to enter the

T-Mobile stores sooner.

SD = strongly disagree; D = disagree; N = neutral; A = agree; SA = strongly agree

SD D N A SA

The programme enhances the mood in the store window 2.6 1.3 7.8 14.3 74

Seeing the programme has prompted me to enter the store sooner 55.8 10.4 18.2 5.2 10.4

SD D N A SA

2.8 19.4 11.1 55.6 11.1

16.7 25.0 25.0 22.2 11.1

Intersport % T-Mobile %

4.8 Influence: Transforming passers-by into shoppers

Does the VikuitiTM system transform passers-by into shoppers?

Intersport

2.5% of all the respondents were persuaded by the content on the Intersport

Vikuiti window screen to go inside the store. On average 17.3% viewed the

window screen. While 2.5% may appear to be a minor percentage, it is quite

high considering an average passers-by number of 100,000 per week. In the case

of the Intersport Zwolle and Utrecht stores, there are an estimated (average

weekly) 17,300 passers-by who view the window screen. Of those, 433 are

inclined to walk into the store per week.

T-Mobile

The average number of viewers of the Vikuiti window screen at the two T-Mobile

stores is 8.4%, with 2.5% being inclined to walk into the store.

% of people persuaded by the % of passers-by who have content to go inside the store seen the window screen

Intersport

Zwolle 4.2% 27.4%

Utrecht 0.8% 7.2%

Average 2.5% 17.3%

T-Mobile

Zoetermeer 1.7% 7.7%

Utrecht 3.3% 9.0%

Average 2.5% 8.4%

VikuitiTM digital window display at T-Mobile store, Netherlands

Further data and product informationThe information set out in this brochure has been extracted from the

original research document, copies of which may be obtained on request

from your local 3M Sales representative.

For further details of Vikuiti Rear Projection Displays

visit www.vikuiti.eu

5.1 Intersport case study

Compared to the Intersport store in Utrecht, the Vikuiti system in Zwolle drew the

attention of onlookers more effectively and had a better recall. As programme

content was identical in both stores, this could be explained by:

■ The way the store window was arranged

■ The number of store window display items

■ The location of the screen

The store window in Utrecht displayed various products, while the store

window in Zwolle (week 2 - see next paragraph) was ‘bare’ and had nothing other

than the Vikuiti system. Furthermore, the Vikuiti system was applied to a side

window of the store in Utrecht (where relatively few shoppers pass by), while in

Zwolle, the screen was placed right next to the main entrance.

The trial at the Zwolle store was split over two consecutive weeks: during

week one the Vikuiti display was located in a window that also contained other

product displays/mannequins. In week two, the display was relocated to another

part of the store frontage. This window featured only the Vikuiti display.

Intersport Zwolle: a change of display location in Week 2

prompted significantly higher viewings

The percentage of passers-by glancing at the window display and actually

stopping are shown below. Comparative figures for the Utrecht branch of

Intersport are also given:

Zwolle 1 Zwolle 2 Utrecht

Passers-by looking at window 15.7(%) 27.4(%) 7.2(%)

Passers-by stopping in front of store 0.8(%) 1.4(%) 0.8(%)

During the second week at Zwolle, when the screen was transferred to the

other side of the store’s window, the number of passers-by who looked at the

Vikuiti display rose to 27.4% (+ 11.7% compared to the first week). In line with

this result, the number of viewers also increased (1.4% versus 0.8%). It can

be concluded that the location of the Vikuiti system in the store window is an

important contributor to its success. A comparison between week 1 and 2

locations is given below:

Noticed the screen in the store window Zwolle 1 Zwolle 2

Yes, spontaneously mentioned 83.5% 97.5%

Yes, mentioned when aided 1.9% 0.0%

Did not notice 14.6% 2.5%

In general, response to the Vikuiti window displays in both Zwolle and Utrecht

stores was positive. The screens were perceived as:

■ having a positive influence on the shopping experience

■ innovative

■ enhancing the ambience of the stores

■ suitable for Intersport

■ non-disturbing

5.2 T-Mobile case study

On average, the number of onlookers was found to be greater at Intersport than

at T-Mobile outlets. This may have something to do with the visual impact and

variety of the programme content. The information shown on the T-Mobile screen

was also presented in other parts of the store via information points and ‘product

screens’. At Intersport, by contrast, relatively little supplementary sources of

information were available. This may be one of the reasons why the information

function of the programme at T-Mobile, and the amount of interest generated,

have been evaluated less positively than at Intersport.

The digital window displays have contributed considerably to promoting the

innovative nature of the T-Mobile brand and product offering.

The percentage of passers-by glancing at the Intersport window displays and

actually stopping are shown below.

Z’meer Utrecht

Passers-by looking at window 7.7(%) 9.0(%)

Passers-by stopping in front of store 1.8(%) 0.8(%)

Noticed the screen in the store window Z’meer Utrecht

Yes, spontaneously mentioned 11.0% 34.5%

Yes, mentioned when aided 15.3% 10.1%

5 Maximising the effectiveness of VikuitiTM digital window displays

3M Optical Systems Division3M United Kingdom PLC

3M CentreCain Road, BracknellBerkshire RG12 8HT

Telephone: 01344 858000 Fax: 0800 378127

Web: www.3m.com/uk/vikuiti

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Vikuiti and the Vikuiti ‘Eye’ symbol aretrademarks of 3M company ©2007 3M

Week 1

Week 2

Intersport Zwolle

Shop

Sh

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Sh

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Week 1

Shop

Week 2

Pedestrian route from car park to city centre

Entrance