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Getting People to Take a Look

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How do you get people’s attention as far as looking at screens and digital content in-store is concerned? When large format, hi-res screens first appeared in stores, shoppers tended to look at them for no better reason than that they were new. Today, they’re everywhere and run the risk of being ‘white noise’ in just the same way as anything else, meaning that more has to be done in order to draw eyes.

One solution, perhaps, is that espoused in the newly opened Maison Martell, in a Duty Free mall on China’s Hainan Island. Here, the screens are in fact the walls, incorporated into the structure and to ensure that we take a look while in the store, mannequins have been placed in front of them, the theory presumably being that where there’s a crowd we all want to take a look.

This is a store for premium alcohol from the Pernod Ricard group, which is a big number in this part of the world. The addition of lifeless viewers staring at the in-store content, might just persuade visitors that it’s worth taking a look at what’s on view.