Objectives

• The display must feel like part of the Marshall audio family
• It must stand apart from the competition
• Engage with consumers from a distance, then entertain up close.
• Be secure and reliable
• Allow customers to experience the 'Marshall sound'
• Enable a pre-defined demo experience or have the ability for customers to play their own music with one bluetooth connection to the display
• Be easily updatable with new products (to achieve good eco credentials)
• Have good longevity in-store (to achieve good eco credentials)
• Provide industry-leading geographical metrics on customer interaction data
• Allow for instant screen content updates for seasonal activity, in specific stores if required
 

How were the objectives met?

To ensure the display felt like part of the Marshall family, we played close attention to material finishes, along with using stage-like lighting to ensure the display had its own distinct Marshall personality to stand out from competitors. We used powerful lifestyle imagery to entice consumers from a distance, with lifestyle videos and sound to entertain close up, always keeping product focal. Our tried and tested security solutions developed over 5 years have helped keep Marshall products on the display when competitor brands' displays are empty.
Quick play demo capabilities, or easy through-the -screen bluetooth connection to your smart phone, allows customers to play their own music through any of the 4 speakers for a true side-by-side comparison (this is an extremly secure connection, vigourisly tested). We used a library of carefully selected 'rock -inspired' tracks playing through premium audio cards (Marshall Amp family approved) to allow customers to experience the ‘Marshall sound’ seamlessly.
The extensive back office to our CMS offers Marshall valuable customer insights never seen before from their displays, and important performance indicators (geographically) of store activity. The intelligent CMS and independent connectivity ensures our client can change on-screen content/demo experience at the click of a button, rather than waiting on field staff to physically visit every store over a 2 week period.
The piece de resistance was because of the fantastic story of the display's end to end thorough process, the retailer gave it A1 postion in store, a great win for the brand.

Location: Bingley, West Yorkshire, UK

Submitter: Valley

Yes