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Following its acquisition by global travel retailer WHSmith, US consumer electronics brand InMotion needed cutting-edge digital retail solutions for its growing list of international travel locations that feature a variety of footprints, including standalone destinations and shop-in-shops.
What we did
To capture the attention of busy shoppers and showcase the latest offers from its consumer technology partners, we implemented a variety of digital signage assets, including digital storefronts, gondola-end, shelf edge and mod displays. This approach helped establish InMotion as a premium standalone travel retail brand, as well as a premium concession inside a variety of WHSmith locations.
Working in close collaboration with InMotion’s construction teams, we provide efficient installation and long-term support and operation of its digital media technology across a variety of UK and international airport locations. We provide granular content targeting aligned with InMotion’s merchandising plans, helping to create a seamless digital experience for shoppers.
How we did it
Reliable hardware and software
As part of an end-to-end solution, eye-catching LED storefronts, sophisticated, digitally branded bays and localised content helped boost customer footfall to InMotion locations and offered an engaging in-store experience with relevant content to encourage exploration, play and purchase.
Each digital storefront display is protected by special resin coatings that resist any knocks from suitcases and large bags as customers browse and make purchases. In addition to the digital fascias, significant numbers of digital bay backdrops and gondola-ends were implemented, enclosed in custom furniture and hosting promotional content for InMotion’s 35 brand partners in every location.
High-impact creative content
Pixel’s in-house creative studio developed creative, high-impact visuals to encourage busy customers to stop and browse the world-class range of electronics on offer. The store front fascias in particular require a specialist approach to allow each of InMotion’s 13 annual campaigns to be creatively mapped to the unique shape and resolution of each storefront display.
Installation, coordination and managed services
Installation and coordination with the main contractors and authorities has kept the programme consistently on track and within budget, resulting in completing the first 28 sites in six months. Our engineers hold permanent security passes at 12 of the major UK airports, making installation and support of the digital infrastructure at those locations much more efficient.
The Tech
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Over 1,200 high-impact LCD and LED, large format displays
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18 unique LED fascia formats, including a flagship 40-metre/130ft storefront
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Protective coatings applied to LED in high-risk areas
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Cloud based content management
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4K Samsung & Philips LCD displays utilising SOC
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Interactive listening booths
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Touch-enabled video walls
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Freestanding digital totems
The Outcome
With a strong digital foundation in place, InMotion continues to expand its network of stores across Europe, adding new sites to its growing digitised retail estate.
Thanks to its new digital travel retail environment, InMotion has been able to attract and retain premium brand partners, including Apple, Beats by Dre, Bose, GoPro, Samsung and Sony, and has provided the ability to generate revenue through various retail media partnerships.
"Major stand out and impact within a retail environment that is clearly adaptable and scalable. Branding is clear, clean and delivers a great experience."
POPAI Awards 2024 Jury - Gold winner
