3
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
op
Sh
op
Week 1
Shop
Week 2
Pedestrian route from car park to city centre
Entrance