CORPORATE
Infiniti Retail is the 100% subsidiary of Tata Sons, one of the largest corporate business groups in India . It has a strategic sourcing agreement with the leading Australian retail company, Woolworth.
Infiniti Retail plans to setup 30 stores all over India over the next 2 years under the Croma Brand. Croma is positioned as an electronic mega store. The first flagship store opened in October 2006 in Mumbai.
The store, spread over 12000 square feet provides a world class shopping experience. On display are over 180 brands and 6,000 products in 8 categories. From home-entertainment products and white goods, to computers and peripherals, communication products, music, imaging products and gaming software, there is everything for the palate of a gadget-freak.
A highly competitive electronic retail market demands a communication differentiator. The brand strategy of Croma is "We won't sell, we help you buy". Given the choice of brands and models available, most customers are uncertain of what product to purchase. The store displays are organized to provide customer in selecting the right kind of products fitting their present and future usage. The sales staff is also trained to understand the customer needs and recommend the right product to the customer.
THE PROBLEM
Croma is the first electronic mega store in India to implement digital signages. Digital signages in addition to providing all technical and business benefits, also gives Croma a technology mindshare with the customer.
Infiniti retail was looking at an end to end digital signage solution provider with proven multi-location solution support. The requirement was to have an advanced integrated solution to cater to broadcast, integration, kiosk and training requirements.
We were selected to execute the project based on current capabilities and proven commitment and vision to expand Streme, its digital signage solution in to the global market.
DIGITAL SIGNAGE BROADCAST
Infiniti Retail is the 100% subsidiary of Tata Sons, one of the largest corporate business groups in India . It has a strategic sourcing agreement with the leading Australian retail company, Woolworth.
Infiniti Retail plans to setup 30 stores all over India over the next 2 years under the Croma Brand. Croma is positioned as an electronic mega store. The first flagship store opened in October 2006 in Mumbai.
The store, spread over 12000 square feet provides a world class shopping experience. On display are over 180 brands and 6,000 products in 8 categories. From home-entertainment products and white goods, to computers and peripherals, communication products, music, imaging products and gaming software, there is everything for the palate of a gadget-freak.
A highly competitive electronic retail market demands a communication differentiator. The brand strategy of Croma is "We won't sell, we help you buy". Given the choice of brands and models available, most customers are uncertain of what product to purchase. The store displays are organized to provide customer in selecting the right kind of products fitting their present and future usage. The sales staff is also trained to understand the customer needs and recommend the right product to the customer.
Being the first digital signage solution to be implemented for electronic retail in India , streme provides a first mover advantage to Infiniti Retail Ltd. With displays providing informative and sales content to customers, effective up sell and cross sell opportunities are tapped. Product advertising provides an independent stream of revenue to the business.
"CROMA TV CHANNEL " ON TV WALL
Being the first digital signage solution to be implemented for electronic retail in India , streme provides a first mover advantage to Infiniti Retail Ltd. With displays providing informative and sales content to customers, effective up sell and cross sell opportunities are tapped. Product advertising provides an independent stream of revenue to the business.
KIOSK IMPLEMENTATION
An interactive kiosk is powered using streme architecture to switch between interactive and broadcast modes.
The kiosk normally works in a broadcast mode. The kiosk doubles up as a digital signage when not in use. The customer can interact with the kiosk to "switch" the kiosk in the interactive mode.
The kiosk is powered using a 19 inch touch screen with an on screen keyboard. Content on the kiosk is designed for customer education and displaying current offers.
HOME THEATRE SYSTEM
Earlier, when a customer would ask for a particular combination of players, amps, video equipment and speakers to be played, the sales person would disconnect and rewire the whole setup. The store personnel were required to be fairly knowledgeable at wiring so as not to damage the equipment. This also meant that average time spent by a customer trying out particular combinations was at least 10 minutes. Due to the large time spent for a single combination for a single customer, other customers could not see their choice of equipment for a demonstration.
The "STREME Home theatre interactive system" allow customers to switch between combinations of players, amplifiers, plasmas, projectors and speakers to experience a wide range of audio visual options.
The sales person simply selects that combination on the interactive touch screen. Within seconds, the selected combination is set for a demo. As the combination is set, the key features of the products selected are also displayed on the touch screen. The sales person can now take a look at the key features and talk on the same. The system now doubles up as a sales aid along with the control system.
Options for learning about various technologies like home theatre, DTS, Dolby are also provided using the touch screen. This goes well with the brand strategy "We won't sell, we help you buy".
The system is based on kiosk capabilities of Streme and a custom middleware to translate kiosk options to control switching equipment.
The system cuts down the time required to demonstrate the system to a few seconds and can be operated by any store personnel without the need of specialized cabling and connection training. More demos can now be performed and customers appreciate the system.