New In-Floor Display From GDS Embarks on Significant Commercial Trials
Global Display Solutions (GDS), market leader in the design and manufacture of industrial displays, has demonstrated the effectiveness of its innovative Moving Floor Display as an advertising tool within the commercial sector. GDS has recently embarked on significant trials involving the Moving Floor Display, including an installation in a financial institution, with parallel trials also being carried out by Flasma in shopping malls, to gauge customer reaction to this innovative marketing device. This ground-breaking display is set into the floor, making it a highly noticeable information and point-of-sale advertising tool for commercial environments, including shopping centres, department stores, airports and train stations.
Initial results collected from a recent building society trial indicate that customers are significantly more likely to notice any advertising within the branch when GDS's Moving Floor Display is present. In addition the majority of customers believed that using such innovative technology portrays the building society as being future orientated. Results also showed that those customers queuing in the vicinity of the Moving Floor Display had the highest recall of the specific message being shown.
For an ongoing shopping mall trial, Moving Floor Displays have been installed specifically to promote products, services, special offers and provide information for shoppers via moving images. The notion behind the installation is that it will enable retailers located in the shopping centre to communicate directly with customers before they have even reached their stores front door. Space for promotional activity within shopping centres is limited, as the walls are largely taken up with shop fronts, therefore any new technology able to increase advertising potential is extremely valuable. Sophisticated software enables information on the display to be altered and updated in seconds, providing shoppers with the very latest information, promotions and special offers.
Marco Cohen, Marketing Manager at GDS, comments: The retail industry is an arena that can take full advantage of tapping into floor space for marketing and advertising purposes. The display can be strategically placed according to where the highest footfall is, and can be used for a number of purposes, potentially making it a very powerful medium. We are very excited about the shopping mall trial and eagerly await the outcome. However, it is already clear from the results of the building society trial that the innovation of the Moving Floor Display is advantageous for this type of application. The uniqueness of this display to the banking environment meant that the customers were intrigued and impressed by the technology and, as a result, were also more aware of the other advertising around the branch.
GDS's first of its kind Moving Floor Display is the result of a collaboration with Flasma Ltd, pioneers of the in-floor moving image concept. The new Moving Floor Display from GDS is a unique product, ideal for retail and promotional use in various commercial environments. Retail floor space is an untapped marketing medium in the UK the market is already worth $100 million in the US and is growing rapidly.