News

Brookstone launching digital signage 'Lift and Learn' product displays in mall stores

October 2, 2015

Brookstone, the retail chain specializing in new technologies and smart lifestyle products, is introducing dynamic digital retail displays at its Pheasant Lane Mall store in Nashua, New Hampshire. Partnering with Toshiba and digital signage developer Scala, Brookstone created an interactive store experience that serves customers digital product information whenever customers approach or pick up items.

"Interactive digital signage is the future of retailing," Brookstone CEO Tom Via said in the announcement. "It gives customers everything they love about seeing and trying a product in person, and adds the in-depth digital content they've come to expect by shopping online. This added information is essential to the purchasing process."

"For 50 years, the Brookstone store experience has centered on the customer's ability to pick up and try exciting new technologies," said Jim Ferguson, senior vice president of retail at Brookstone. "With our dynamic digital displays, the store responds to the movements and interests of the customer, and creates an even richer shopping experience."

How Dynamic Digital Retail Displays Work:

As the customer approaches the screens, a video (attract loop) will play dynamic content related to the product displayed at that station.
Once at the display fixture, the shopper can visually review the products available.
When a product of interest is identified, the customer will be instructed (via the attract loop), to lift the product to learn more.
When a product is selected from its stand, the display screen will begin playing content that is specific to that product.

Brookstone said it plans on rolling out this new in-store experience in major locations throughout 2016.