DDi - October 2011 - (Page 42)

42 | In-Store Technology there are seven scripts (containing three to seven distinct messages) that rotate on a continuous loop multiple times per day. Not only does she welcome shoppers and point them to check-outs, but she also directs women to the nail and hair salons, and lets everyone know of the shoeshine stand and Duane Reade’s automatic prescription refill program. And, she’s also a city ambassador relating the history of the landmarked building. The Tensator Virtual Assistant is based upon a concept from 3M, which London-based out-ofhome digital agency MediaZest plc has been able to develop further. Tensator worked with Duane Reade from initial consultation to implementation. The project included concept design, composing scripts to include key messaging, commissioning actors, film production and system installation. “What is so exciting about the Tensator Virtual Assistant is that it is a completely customizable and personally engaging digital signage solution that can deliver any message consistently 24/7, 365 days a year, in any presentation format and in any language,” explains Keith Carpentier, senior business development manager-retail for Lawrence, the Bay Shore, N.Y.-based division of Tensator Group Co. “We’ve seen a tremendous global response to the Virtual Assistant from retailers and customers alike. Plans are already underway to make the Virtual Assistant interactive—enabling shoppers to scan products, hear promotional information and provide answers to frequently asked questions.” Duane Reade refers to the new Virtual Greeter as an ambassador of the Duane Reade customer experience and describes it as an essential part of the “wow factor” that has been built into the newest store. “The virtual aspect captures shoppers’ attention from the moment they enter the store— engaging their visual and auditory senses,” explains Paul Tiberio, senior vice president of merchandising and chief marketing officer for Duane Reade. “And because the Virtual Assistant is so compelling, shoppers are receptive to the wealth of information she provides, enabling them to get the big picture of everything the store has to offer in a very personal and exciting way.” To e-mail this article, visit www.ddionline.com/magazine. Number 15 at www.ddionline.com/readerservice www.ddionline.com http://www.tiger-coatings.us http://www.tiger-coatings.us http://www.ddionline.com/magazine http://www.ddionline.com/readerservice http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - October 2011

DDi - October 2011