On the ground floor and in the basement are mounted 3 screens in a row. They show similar content. The integration in the wall was only moderately successful because the gaps between the walls and the screens are too big. One of the screens was broken and showed some vertically stripes in the picture. In addition there are 2 big screens in another two departments but one of them didn’t work at all during our visit. There are a few smaller screens at the cash desk. The location of the screens on the most relevant touch points were successful but the technical performance is unsatisfactory. There are big differences in the program. Beside a very good product and image advertisement they regularly show a video which isn’t related with Deichmann at all. “Stop me now” is the claim of this video which should be a mix of erotic (half-naked women in whirlpool), violence (a tied up woman as a hostage) and a hero in kind of a Knight Rider car. There is no sense in this advertisement and whoever takes the time to watch the 4-minute video will leave the shop with weird feelings. Because of this Deichmann definitely gives away capability which they actually have. At least the clip refers to Deichmanns facebook page and their website and support the cross-channel-communication with it. Reparing the not-properly-working screens and reworking of the program will improve the whole installation.

Facts & Figures

Location

Videowall on the Sales Floor

Sales Floor