The dedicated "viscom World of Inspiration" exhibition space is where the threads of visual communication come together in 2012. The centrepiece is a supermarket on an area of approximately 200 m² that has been implemented in collaboration with Wanzl. It demonstrates the most frequent trends and examples of best practice for POS and store design.
3D products taste better!
This 3D display (r)evolution provides an array of benefits. The SKOPOS* market research institute produced an advert for the fictitious "Passione" fruit ice cream and showed it to test persons in 3D and in regular 2D. The result: the advert itself and the advertised product produced better results in 3D. Viewers of the 3D advert thought it was much more modern, more original and unique. Can 3D even influence our taste? 82% of 3D viewers very much enjoyed the taste of the ice cream during the taste trials compared with only 64% of their 2D peers. 3D viewers were also keener to try the ice cream, leading to increased possibility of making a purchase. This opens up a completely new dimension to brand manufacturers.
3D live and without the need for glasses
Integrating monitors in displays is interesting, but nothing new. However, a display showing autostereoscopic 3D images (3D films without the need for glasses) sets a completely new benchmark that will significantly boost sales. This isn't science fiction but real, and you can see and experience it at viscom 2012 as part of the "World of Inspiration" in hall 3.0, stand G85. Wanzl presents a supermarket on 200 m² that creatively puts brands in the spotlight. One of the highlights is the double award-winning and further enhanced Wanzl POSsibility display that offers completely new marketing possibilities. A monitor is integrated into the display that creates 3D images without the need for glasses, making the product very attractive to customers and encouraging them to buy. This boosts sales!
3D (r)evolution for increased buying stimulus
The results show that additional 3D product information available on a display without the need for glasses leads to a strong increase in impulse buys. At the POS, the 3D (r)evolution virtually explains the product and its purpose. All customers need to do now is reach into the display and the product is sold.
3D interaction for long-term memory
A further benefit is that 3D experiences are well remembered experiences: people can remember 3D animations much better than regular 2D films. 3D without glasses is therefore a real "head turner" – that customers react to positively and vividly remember.
3D: the future is today
Wanzl is going the extra mile with on-display 3D as it even enables 3D interaction with the product. For this purpose, Wanzl is showcasing a world première at viscom: a generation of 3D displays with extremely fast conversion features and additional modules. This display series offers many important product benefits and can even interact with customers (optional feature). "It's no longer enough to just integrate a monitor into a display. Digital signage must give customers added value", says Olaf Mörk, Marketing Director at Wanzl. Even to this new 3D technology without the need for glasses the same old rule applies: "the fast will beat the slow". Brands with skilfully applied, new on-display 3D technology are more than just one step ahead of competitors in the hard-fought battle at the POS.