STORES Magazine - September 2017 - 34

n

STORE OPERATIONS

"We needed to
figure out how to
generate excitement
from the moment
customers walk in."
- Jeff Weiss, Dave & Buster's

multiple-monitor wall, but there are some
challenges. The problem has centered
around the bezel, the frame around each
monitor. The first walls had bezels about
7.3 millimeters wide. While viewers might
not notice if they were engrossed in the
programming, the wide frames made it
easy to distinguish each monitor and see
nine images rather than just one.
Over the years bezels have shrunk to
1.8 millimeters, which creates a more
uniform image on the wall but can also
lead to problems. "The bezel is there to
protect the screen and when you reduce
it there can be issues if the wall is jostled
around during installation," Hardy says.
"There are lots of specific procedures in
place to put one up, which is why
it's critical to have the installation
completed by professionals who have
assembled walls."
Indoor video walls commonly use
LCD panels, since customers are going
to be relatively close and LCD's smaller
pixel pitch (which creates a denser
image) lets them view the screens with
little distortion from a short distance.
LED panels are less expensive because
pixel pitch is wider, but viewed from a
distance, such as at a stadium or from
a highway billboard, the distortion is
less pronounced.
34

STORES September 2017

INSTALLATION AND MAINTENANCE
Dave & Buster's began installing
the video walls as part of each store's
scheduled remodeling; about 60 currently
have them. The two-day installation
process begins with making sure the
mounting wall has proper space and
wiring, as well as ventilation.
"As electronic devices, the monitors will
produce heat, so location of the wall does
require some evaluation," Hardy says. "If
they're placed in the corner of a room they
may have issues and parts will burn out.
They need some air circulation to cool
them down."
For new stores being built, the monitors
are built into the wall with a frame that
goes around the entire video image. "It
really gives it a custom look, as opposed
to monitors attached to a frame that's
attached to the wall," Weiss says.
The toughest facet of having a video
wall is calibrating all nine screens on units
that are running 24/7. Over time, images
created by each monitor can vary, with
some darkening and others changing hue.
The result is a video wall that looks simply
like nine poor TVs mounted on a wall.
"It's critical to have the monitors
calibrated at least twice a year," Hardy
says. "If the calibration is poor, it takes
away from the video wall effect."

Another issue that can crop up is a
broken monitor. The monitor panels
themselves are relatively easy to pop in and
out, but a newer monitor may not calibrate
well with older ones. And perhaps more
importantly, the bezels may not match.
"Even if the bezel size is just slightly
different, it's noticeable when it's up on the
wall," Weiss says. "So far, though, NEC
has been a big help in finding refurbished
units for us, or finding a model that's so
close you don't notice."
Unlike a regular TV, these types
of commercial monitors can notify
the system controller when there's a
malfunction. "If a ball hits a screen and
knocks it out, the network can recognize
the issue," says Hardy.
"It's also monitoring the screen
temperatures. Generally, the screen in
the top middle is most vulnerable to heat
failures since it's boxed in by the others
and heat rises into it, so if it starts getting
too warm it lets the technician know."
CLEAR BRANDING
Dave & Buster's sends out
programming from a central media
hub at headquarters to each location.
What's displayed is a melange of clips
showing the games inside and people
having fun. There's also a component
that gives stores a section of the
programming to display local events
and fan messages.
"Ideally, even someone who walks
by a Dave & Buster's will see the video
wall," Weiss says. "It shows who we are
even if you didn't plan on coming in."
Next for the Dave Buster's screens
may be to make them more connected.
"We're talking about integrating them
with social media and using them
to connect guests at other Dave &
Buster's," Weiss says.
"What if on New Year's Eve you
could watch what's going on in the
store in Times Square, then switch to
other locations? It would make you
feel like you're at the biggest party in
history."
John Morell is a Los Angeles-based writer who
has covered retail and business topics for a
number of publications around the world.
STORES.ORG


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - September 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
The Favorite 50
RFID Is Ready to Revolutionize the Retail Industry
Playing Their Tune
C2W
Store Operations
Marketing
Payments
How Stonewall Kitchen Boosted Sales and Reengaged Customers
Finance
Store Operations
Inventory Management
Online
How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
Startup Spotlight
Analytics
ORC
Fraud
Stores at 100
POV
Communities
End Cap
STORES Magazine - September 2017 - Intro
STORES Magazine - September 2017 - cover1
STORES Magazine - September 2017 - cover2
STORES Magazine - September 2017 - 3
STORES Magazine - September 2017 - 4
STORES Magazine - September 2017 - 5
STORES Magazine - September 2017 - Editor’s Page
STORES Magazine - September 2017 - 7
STORES Magazine - September 2017 - President’s Page
STORES Magazine - September 2017 - 9
STORES Magazine - September 2017 - Retail Politics
STORES Magazine - September 2017 - NRF News
STORES Magazine - September 2017 - Trends
STORES Magazine - September 2017 - 13
STORES Magazine - September 2017 - 14
STORES Magazine - September 2017 - 15
STORES Magazine - September 2017 - 16
STORES Magazine - September 2017 - Retail People
STORES Magazine - September 2017 - 18
STORES Magazine - September 2017 - The Favorite 50
STORES Magazine - September 2017 - 20
STORES Magazine - September 2017 - 21
STORES Magazine - September 2017 - 22
STORES Magazine - September 2017 - 23
STORES Magazine - September 2017 - 24
STORES Magazine - September 2017 - RFID Is Ready to Revolutionize the Retail Industry
STORES Magazine - September 2017 - 26
STORES Magazine - September 2017 - 27
STORES Magazine - September 2017 - Playing Their Tune
STORES Magazine - September 2017 - 29
STORES Magazine - September 2017 - 30
STORES Magazine - September 2017 - C2W
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 33
STORES Magazine - September 2017 - 34
STORES Magazine - September 2017 - 35
STORES Magazine - September 2017 - Marketing
STORES Magazine - September 2017 - 37
STORES Magazine - September 2017 - Payments
STORES Magazine - September 2017 - 39
STORES Magazine - September 2017 - How Stonewall Kitchen Boosted Sales and Reengaged Customers
STORES Magazine - September 2017 - 41
STORES Magazine - September 2017 - Finance
STORES Magazine - September 2017 - 43
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 45
STORES Magazine - September 2017 - Inventory Management
STORES Magazine - September 2017 - 47
STORES Magazine - September 2017 - Online
STORES Magazine - September 2017 - 49
STORES Magazine - September 2017 - How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
STORES Magazine - September 2017 - 51
STORES Magazine - September 2017 - Startup Spotlight
STORES Magazine - September 2017 - 53
STORES Magazine - September 2017 - Analytics
STORES Magazine - September 2017 - 55
STORES Magazine - September 2017 - 56
STORES Magazine - September 2017 - ORC
STORES Magazine - September 2017 - 58
STORES Magazine - September 2017 - 59
STORES Magazine - September 2017 - Fraud
STORES Magazine - September 2017 - 61
STORES Magazine - September 2017 - Stores at 100
STORES Magazine - September 2017 - 63
STORES Magazine - September 2017 - POV
STORES Magazine - September 2017 - Communities
STORES Magazine - September 2017 - End Cap
STORES Magazine - September 2017 - cover3
STORES Magazine - September 2017 - cover4
https://www.nxtbook.com/naylor/NRFK/NRFK0318
https://www.nxtbook.com/naylor/NRFK/NRFK0218
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114
https://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview
https://www.nxtbook.com/naylor/NRFK/NRFK0118
https://www.nxtbook.com/naylor/NRFK/NRFK0917
https://www.nxtbook.com/naylor/NRFK/NRFK0817
https://www.nxtbook.com/naylor/NRFA/NRFA0017
https://www.nxtbook.com/naylor/NRFA/NRFA0317
https://www.nxtbook.com/naylor/NRFK/NRFK0717
https://www.nxtbook.com/naylor/NRFK/NRFK0617
https://www.nxtbook.com/naylor/NRFK/NRFK0517
https://www.nxtbook.com/naylor/NRFK/NRFK0417
https://www.nxtbook.com/naylor/NRFK/NRFK0317
https://www.nxtbook.com/naylor/NRFK/NRFK0217
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170115
https://www.nxtbook.com/naylor/NRFK/NRFE0017
https://www.nxtbook.com/naylor/NRFK/STORES2017_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0117
https://www.nxtbook.com/nxtbooks/nrf/STORES1216
https://www.nxtbook.com/nxtbooks/nrf/STORES1116
https://www.nxtbook.com/nxtbooks/nrf/STORES1116v2
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_esri
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_radial
https://www.nxtbook.com/nxtbooks/nrf/STORES1016
https://www.nxtbook.com/nxtbooks/nrf/STORES0916_customcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0916
https://www.nxtbook.com/nxtbooks/nrf/STORES0816
https://www.nxtbook.com/nxtbooks/nrf/STORES0716_jestacustomcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0716
https://www.nxtbook.com/nxtbooks/nrf/STORES0616
https://www.nxtbook.com/nxtbooks/nrf/STORES_sourcebook2016
https://www.nxtbook.com/nxtbooks/nrf/STORES0516
https://www.nxtbook.com/naylor/NRFK/NRFE0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0316_visualsearch
https://www.nxtbook.com/nxtbooks/nrf/STORES0316
https://www.nxtbook.com/nxtbooks/nrf/STORES0216
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160119
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160118
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160117
https://www.nxtbook.com/naylor/NRFK/NRFE0016
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0116
https://www.nxtbook.com/naylor/NRFK/NRFC1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1115_buyersguide
https://www.nxtbook.com/nxtbooks/nrf/STORES1115
https://www.nxtbook.com/naylor/NRFK/NRFE1015
https://www.nxtbook.com/naylor/NRFK/NRFC1015
https://www.nxtbook.com/naylor/NRFK/NRFE0915
https://www.nxtbook.com/naylor/NRFK/NRFM0016
https://www.nxtbook.com/naylor/NRFK/NRFE0815
https://www.nxtbook.com/naylor/NRFK/NRFE0715
https://www.nxtbook.com/naylor/NRFK/NRFE0615
https://www.nxtbook.com/naylor/NRFK/NRFD0015
https://www.nxtbook.com/naylor/NRFK/NRFS0015
https://www.nxtbook.com/naylor/NRFK/NRFE0515
https://www.nxtbook.com/naylor/NRFK/NRFC0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0415
https://www.nxtbook.com/nxtbooks/nrfe/STORES0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0215
https://www.nxtbook.com/naylor/NRFK/NRFG0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES1214
https://www.nxtbook.com/naylor/NRFK/NRFG1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1014
https://www.nxtbook.com/naylor/NRFK/NRFM0015
https://www.nxtbook.com/nxtbooks/nrfe/STORES0914
https://www.nxtbook.com/nxtbooks/nrfe/STORES0814
https://www.nxtbook.com/nxtbooks/nrfe/STORES0714
https://www.nxtbook.com/nxtbooks/nrfe/STORES0614
https://www.nxtbook.com/nxtbooks/nrfe/STORES0514
https://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0414
https://www.nxtbook.com/nxtbooks/nrfe/STORES0314
https://www.nxtbook.com/nxtbooks/nrfe/STORES0214
https://www.nxtbook.com/naylor/NRFK/NRFG0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1213
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1013
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0913
https://www.nxtbook.com/nxtbooks/nrfe/STORES0813
https://www.nxtbook.com/nxtbooks/nrfe/STORES0713
https://www.nxtbook.com/nxtbooks/nrfe/STORES0613
https://www.nxtbook.com/nxtbooks/nrfe/STORES0513
https://www.nxtbook.com/nxtbooks/nrfe/STORES0413
https://www.nxtbook.com/nxtbooks/nrfe/STORES0313
https://www.nxtbook.com/nxtbooks/nrfe/STORES0213
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130114
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1212
https://www.nxtbook.com/nxtbooks/nrfe/STORES1112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1012
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2013
https://www.nxtbook.com/nxtbooks/nrfe/STORES0912
https://www.nxtbook.com/nxtbooks/nrfe/STORES0812
https://www.nxtbook.com/nxtbooks/nrfe/STORES0712
https://www.nxtbook.com/nxtbooks/nrfe/STORES0612
https://www.nxtbook.com/nxtbooks/nrfe/STORES0512
https://www.nxtbook.com/nxtbooks/nrfe/STORES0412
https://www.nxtbook.com/nxtbooks/nrfe/STORES0312
https://www.nxtbook.com/nxtbooks/nrfe/STORES0212
https://www.nxtbook.com/nxtbooks/nrfe/STORES2012_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1211
https://www.nxtbook.com/nxtbooks/nrfe/STORES1111
https://www.nxtbook.com/nxtbooks/nrfe/STORES1011
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2012
https://www.nxtbook.com/nxtbooks/nrfe/STORES0911
https://www.nxtbook.com/nxtbooks/nrfe/STORES0811
https://www.nxtbook.com/nxtbooks/nrfe/STORES0711
https://www.nxtbook.com/nxtbooks/nrfe/STORES0611
https://www.nxtbook.com/nxtbooks/nrfe/STORES0511
https://www.nxtbook.com/nxtbooks/nrfe/STORES0411
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311_v2
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311
https://www.nxtbook.com/nxtbooks/nrfe/STORES0211
https://www.nxtbook.com/nxtbooks/nrfe/STORES0111
https://www.nxtbook.com/nxtbooks/nrfe/stores1210
https://www.nxtbook.com/nxtbooks/nrfe/stores_mediakit2011
https://www.nxtbook.com/nxtbooks/nrfe/stores1110
https://www.nxtbook.com/nxtbooks/nrfe/stores1010
https://www.nxtbook.com/nxtbooks/nrfe/stores0910
https://www.nxtbook.com/nxtbooks/nrfe/stores0810
https://www.nxtbook.com/nxtbooks/nrfe/stores0710
https://www.nxtbook.com/nxtbooks/nrfe/stores0610
https://www.nxtbook.com/nxtbooks/nrfe/stores0510
https://www.nxtbook.com/nxtbooks/nrfe/stores0410
https://www.nxtbook.com/nxtbooks/nrfe/stores0310
https://www.nxtbook.com/nxtbooks/nrfe/stores0210
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshow2010_post
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100112
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100111
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100110
https://www.nxtbook.com/nxtbooks/nrfe/stores0110
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshowpreview2010
https://www.nxtbook.com/nxtbooks/nrfe/stores1209
https://www.nxtbook.com/nxtbooks/nrfe/stores1109
https://www.nxtbook.com/nxtbooks/nrfe/stores1009
https://www.nxtbook.com/nxtbooks/nrfe/stores0909
https://www.nxtbook.com/nxtbooks/nrfe/stores0809
https://www.nxtbook.com/nxtbooks/nrfe/stores0709
https://www.nxtbook.com/nxtbooks/nrfe/stores0609
https://www.nxtbook.com/nxtbooks/nrfe/stores0509
https://www.nxtbook.com/nxtbooks/nrfe/stores0409
https://www.nxtbook.com/nxtbooks/nrfe/stores0309
https://www.nxtbook.com/nxtbooks/nrfe/stores0209
https://www.nxtbook.com/nxtbooks/nrfe/stores0109
https://www.nxtbook.com/nxtbooks/nrfe/stores1208
https://www.nxtbook.com/nxtbooks/nrfe/stores1108
https://www.nxtbook.com/nxtbooks/nrfe/stores1008
https://www.nxtbook.com/nxtbooks/nrfe/stores0908
https://www.nxtbook.com/nxtbooks/nrfe/stores0808
https://www.nxtbook.com/nxtbooks/nrfe/stores0708
https://www.nxtbook.com/nxtbooks/nrfe/stores0608
https://www.nxtbook.com/nxtbooks/nrfe/stores0508
https://www.nxtbook.com/nxtbooks/nrfe/stores0408
https://www.nxtbook.com/nxtbooks/nrfe/stores0308
https://www.nxtbook.com/nxtbooks/nrfe/stores0208
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail08
https://www.nxtbook.com/nxtbooks/nrfe/stores0108
https://www.nxtbook.com/nxtbooks/nrfe/stores1207
https://www.nxtbook.com/nxtbooks/nrfe/stores1107
https://www.nxtbook.com/nxtbooks/nrfe/stores1007
https://www.nxtbook.com/nxtbooks/nrfe/stores0907
https://www.nxtbook.com/nxtbooks/nrfe/stores0807
https://www.nxtbook.com/nxtbooks/nrfe/stores0707
https://www.nxtbook.com/nxtbooks/nrfe/stores0607
https://www.nxtbook.com/nxtbooks/nrfe/stores0507
https://www.nxtbook.com/nxtbooks/nrfe/stores0407
https://www.nxtbook.com/nxtbooks/nrfe/stores0307
https://www.nxtbook.com/nxtbooks/nrfe/stores0207
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail07
https://www.nxtbook.com/nxtbooks/nrfe/stores0107
https://www.nxtbook.com/nxtbooks/nrfe/stores1206
https://www.nxtbook.com/nxtbooks/nrfe/stores1106
https://www.nxtbook.com/nxtbooks/nrfe/stores1006
https://www.nxtbook.com/nxtbooks/nrfe/stores0906
https://www.nxtbook.com/nxtbooks/nrfe/stores0806
https://www.nxtbook.com/nxtbooks/nrfe/stores0706
https://www.nxtbook.com/nxtbooks/nrfe/stores0606
https://www.nxtbook.com/nxtbooks/nrfe/stores0506
https://www.nxtbook.com/nxtbooks/nrfe/stores0406
https://www.nxtbook.com/nxtbooks/nrfe/stores0306
https://www.nxtbook.com/nxtbooks/nrfe/stores0206
https://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail
https://www.nxtbook.com/nxtbooks/nrfe/stores0106
https://www.nxtbook.com/nxtbooks/nrfe/stores1205
https://www.nxtbook.com/nxtbooks/nrfe/stores1105
https://www.nxtbookmedia.com