Signature Q4 2008 - (Page 17) with a looping presentation, print brochures explaining the technology and some Bluetooth enabled demo products. The endcap’s video presentation can be changed from time to time, but it was developed with longevity in mind. “The product mix changes faster than we can update the video, so we were looking for a shelf life of at least one year,” Meckley says. The first endcap was installed at a CompUSA store in Florida (now owned by online retailer Tiger Direct). According to Meckley, CompUSA “is trying to be more dynamic and looking to differentiate themselves. We are very excited that this is one way we can help them to do it.” The Bluetooth SIG and CompUSA are gathering data on the effectiveness of the prototype endcap and building the program for a larger-scale rollout. Meanwhile, early reports indicate very positive consumer interaction, increased awareness of Bluetooth technology and products among customers and floor associates alike, and a noticeable increase in product sales. The Bluetooth SIG is also talking to retailers that don’t have room for a fullfeatured endcap but might still be able to use scaled-down displays and standard or customized brochures. Retailers that do use the endcap can also tie in visually to supporting signage on the sales floor, including shelf talkers and danglers, thereby extending the promotional reach to Bluetooth enabled products displayed throughout the store. “Customers see the Experience Icons on the endcap and then see them hanging over the appropriate aisles or products. It gets them to walk through the store to see what other products are available,” Meckley explains. Future Initiatives With the microsite and endcap projects under way, the Retail Committee is looking ahead to other initiatives, including training for store associates. “We are working with different providers that offer online training tools that will enable people to log on at their own pace and take a quiz at the end of the session,” Meckley says. “The question is whether we utilize existing online training sites or develop a retail portal on Bluetooth.com.” Meckley emphasizes that any Bluetooth technology retail training tools should be equally accessible by large chains and mom-and-pop cellular retailers. Len Lewis is a former editor of Progressive Grocer and has written about the global retail industry and other topics for many years. For information on joining the Retail Committee, visit the groups page at Bluetooth.org. Bluetooth Special Interest Group | 17 http://www.Bluetooth.org
Table of Contents Feed for the Digital Edition of Signature Q4 2008 Signature Q4 2008 Contents Connect: Raising Awareness Experience More Online: .com In the News Ask the SIG: Keeping It Real Perspectives: We Do Windows Bluetooth Technology in Retrospect: We’ve Come a Long Way Bluetooth Technology @ Retail: Selling Points Bluetooth Technology in Industry: Heavy-Duty Hardware Bluetooth Technology in Motion: Handy Technology Bluetooth Technology @ Work: Wireless Your Way Bluetooth Technology @ Heart: Livestock Lifeline Checkout: Your Gift Guide Bluetooth Technology 101: Sure About That? Bluetooth Technology 501: Faster Efficiency Wacky Apps: Warm Regards [R]evolution: A Fitting Yarn Get in the Game: Tag, You're Hit Signature Q4 2008 Signature Q4 2008 - Signature Q4 2008 (Page Cover1) Signature Q4 2008 - Signature Q4 2008 (Page Cover2) Signature Q4 2008 - Contents (Page 1) Signature Q4 2008 - Contents (Page 2) Signature Q4 2008 - Connect: Raising Awareness (Page 3) Signature Q4 2008 - Connect: Raising Awareness (Page 4) Signature Q4 2008 - Experience More Online: .com (Page 5) Signature Q4 2008 - In the News (Page 6) Signature Q4 2008 - In the News (Page 7) Signature Q4 2008 - In the News (Page 8) Signature Q4 2008 - Ask the SIG: Keeping It Real (Page 9) Signature Q4 2008 - Perspectives: We Do Windows (Page 10) Signature Q4 2008 - Perspectives: We Do Windows (Page 11) Signature Q4 2008 - Bluetooth Technology in Retrospect: We’ve Come a Long Way (Page 12) Signature Q4 2008 - Bluetooth Technology in Retrospect: We’ve Come a Long Way (Page 13) Signature Q4 2008 - Bluetooth Technology in Retrospect: We’ve Come a Long Way (Page 14) Signature Q4 2008 - Bluetooth Technology in Retrospect: We’ve Come a Long Way (Page 15) Signature Q4 2008 - Bluetooth Technology @ Retail: Selling Points (Page 16) Signature Q4 2008 - Bluetooth Technology @ Retail: Selling Points (Page 17) Signature Q4 2008 - Bluetooth Technology in Industry: Heavy-Duty Hardware (Page 18) Signature Q4 2008 - Bluetooth Technology in Industry: Heavy-Duty Hardware (Page 19) Signature Q4 2008 - Bluetooth Technology in Industry: Heavy-Duty Hardware (Page 20) Signature Q4 2008 - Bluetooth Technology in Motion: Handy Technology (Page 21) Signature Q4 2008 - Bluetooth Technology @ Work: Wireless Your Way (Page 22) Signature Q4 2008 - Bluetooth Technology @ Heart: Livestock Lifeline (Page 23) Signature Q4 2008 - Checkout: Your Gift Guide (Page 24) Signature Q4 2008 - Checkout: Your Gift Guide (Page 25) Signature Q4 2008 - Checkout: Your Gift Guide (Page 26) Signature Q4 2008 - Bluetooth Technology 101: Sure About That? (Page 27) Signature Q4 2008 - Bluetooth Technology 501: Faster Efficiency (Page 28) Signature Q4 2008 - Bluetooth Technology 501: Faster Efficiency (Page 29) Signature Q4 2008 - Wacky Apps: Warm Regards (Page 30) Signature Q4 2008 - [R]evolution: A Fitting Yarn (Page 31) Signature Q4 2008 - Get in the Game: Tag, You're Hit (Page 32) Signature Q4 2008 - Get in the Game: Tag, You're Hit (Page Cover3) Signature Q4 2008 - Get in the Game: Tag, You're Hit (Page Cover4)
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