Lenovo

Making Customer Engagement Count

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The Ask

Lenovo had the opportunity to present a high-impact brand experience at B&H Photo Video, one of the largest photo, video and electronics retailers in the nation, selling over 400,000 products in its Manhattan location.
The challenge was two-fold: making Lenovo stand out in a store that sees thousands of shoppers every day and then directing focus to the products themselves. The displays would showcase the brand, but at the end of the day, the Lenovo products were the stars.

Capabilities

Strategy • 3D & Graphic Design • Engineering • Production • Installation • Digital Content • Project Management • Data Management

The Solution

The centerpiece of the display is a large LED-illuminated Lenovo logo graphic that acts as a beacon for the brand, calling attention from anywhere on the main floor of the store. A display table below features 48-inch screens mounted end to end on both sides and 36-inch screens at each end, providing a captivating backdrop to the featured Lenovo products.

When shoppers are at a distance, the screens host "stadium content" that showcases the Lenovo brand. As shoppers approach, motion sensors trigger video content specific to the product in front of them, while simultaneously providing Lenovo valuable customer engagement data. The display content is delivered by DCI Marketing's proprietary LiveGuide® digital CMS platform.

The Impact

The innovative display not only elevated the Lenovo brand and its products, but the built-in technology also helped Lenovo and B&H to accurately track the behavior of shoppers and provided data, including where shoppers most frequently first engaged the display, how long they moved through it, which paths they followed, and the point at which they left. These insights helped to drive future evolution of both the display and Lenovo products.

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