Phone company upgrades in-store experience with interactivity, signage

JEEDDAH, Saudi Arabia — When 200 of retail's top designers, editors and vendors cast their votes for the most influential store designs of 2008, Mobily's use of technology and multimedia to improve customer experience earned the Saudi Arabian phone company first place in the service retailer category of the Retail Design Institute's 2009 International Store Design Awards.

By harnessing new technology, Mobily stood out from more than 135 architects, designers and retailers worldwide considered for the award. Mobily's store design uses digital signage networks, self-service kiosks and storewide audio to attract fresh customers and engage existing ones.

Mobily developed areas within each store called "Knowledge Zones," or "K-Zones," which include a welcome desk with a Q-Matic customer management system; a self-service area powered by interactive kiosks; a gaming zone; an Internet zone providing free online access; and a technical support area to help existing customers. The K-Zone setup reduces perceived waiting times, and increases customer engagement and education while they are in the store.

In 2005, Mobily turned to PRO-AV, a division of United Yousef Naghi Co. Ltd., to help develop an interactive environment in its stores. Currently, PRO-AV uses Scala digital signage software to power more than 1,000 plasma screens, 19 full-graphic LED screens, 100 interactive kiosks and five video walls and rear projection systems in 260 of Mobily's stores.

"Mobily has successfully converted its customers' traditionally inactive waiting time within its stores into an active experience," said Rami Badran, director of PRO-AV. "We were happy to help the company deploy the technologies they needed to inform, engage and entertain customers."

"This is a great example of how broadcast and interactive digital media can be designed to add real value to a retail brand and its customers in a store environment," said Oscar Elizaga, vice president for Scala EMEA. "PRO-AV successfully combined a wide variety of media into a unique experience for Mobily's customers, and Scala is excited to provide many of the operational elements that make the end result possible."