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DAILY NEWS
Sep 14, 2006 8:19 AM
Full-Colour Floor Displays Deliver Digital Content
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Digital content delivery in Canada has taken the next step forward - quite literally.
IntelliMats, LLC is launching pilot program with The Source By Circuit City to put digital video signage display mats in stores in the Toronto area.
IntelliMat is a patented, portable dynamic floor display that delivers digital advertising and informational messages - at the point of decision.
According to Steve Pappas, president of InterTAN, the pilot program will test consumer attraction to the mats in Canadian malls and the appropriate messages at the critical point of entry to the store. "We fully expect the mats will catch customers' attention as they approach the store, which is a key time to increase awareness of our products and services," Pappas said.
The IntelliMat is a wireless computer embedded in a thin mat made of a lightweight thermoplastic alloy. With four LCD screens, it creates a 30-inch diagonal display with full multi-media capability. Translation: lots of color, motion and sound from a high quality video display--right at your feet, right in the store and right at the point where purchase decisions are made. The engaging video display can be seen clearly from more than 10 feet away.
"Earlier U.S. retail pilot programs showed that more than 90 percent of customers are drawn to the mat," said Jim Currie, president and CEO of IntelliMats. "Through in-store customer interviews, IntelliMats also learned the majority of customers thought the mat enhanced the store environment and found the messages helpful to their purchase decisions.
"The key to the mat's success is location," Currie continued. "Because the video is on the floor in the consumer's natural line of sight, it draws their attention as they walk across it into the store. The IntelliMat does not displace product on shelves or force consumers to look up at TVs hanging from the ceiling."
The content on the IntelliMat's LCD backlit video display can be changed easily and instantly, allowing the retailer to target customers by demographics and day parts, highlight specific products or sales, and even broadcast missing child alerts or severe weather messages at a moment's notice.
Upon the conclusion of the pilot program in October, executives from IntelliMats and The Source By Circuit City will evaluate the results before expanding the program. IntelliMats is hosting similar pilots in other retail stores.
"Marketers are trying to gain a competitive advantage by reaching consumers where the purchase decision is actually made," Currie said. "We have been pleasantly surprised by the number of companies interested in discussing exclusive rights to use IntelliMats to gain that edge."
IntelliMat is manufactured, marketed and distributed by IntelliMats, LLC. Currently, IntelliMats has 17 issued patents in U.S. and foreign countries and more than 70 patent applications pending worldwide.
The Source By Circuit City is operated by InterTAN Canada Ltd., a subsidiary of Circuit City Stores, Inc. The Source By Circuit City has more than 950 stores and dealer outlets across Canada.
