Reference
Score points at the POS with dynamic pricing, sensor technology and retail analytics
IT-HAUS installs innovative InSHELF display system at the Lenovo Executive Briefing Center (EBC) in Stuttgart
The Lenovo Executive Briefing Center EMEA (EBC) in Stuttgart was opened in 2015. It is primarily designed to provide an interactive environment for meetings with customers and key industry partners. Equipped with state-of-the-art presentation technology, Lenovo experts are able to engage with customers and present holistic solutions that meet their business needs on site.
The EBC also organizes strategic seminars and technical events for resellers, distributors and integrators.
Project environment
Lenovo wanted to implement a showcase project for vertical retail in its EBC in Stuttgart. They were looking for a partner who was familiar with the digital signage segment and also had good Lenovo expertise. IT-HAUS and Lenovo have been strategic partners for many years, so it made sense to cooperate with IT-HAUS .
The showcase was intended to present the new InStore product category with the InSHELF displays. InSHELF displays are very narrow monitors that are particularly suitable for use at the POS. For this purpose, a shelving system was to be installed that integrates normal displays as well as the InSHELF displays and shows how to react particularly agilely to changes in the product or price at the POS (dynamic pricing). Furthermore, the possibilities of retail analytics should be presented with the help of a special camera.
This required a partner who could install both the necessary hardware from Lenovo and the special software from Admira that controls the displays.
IT-HAUS therefore took on this project as a qualified specialist and installed and commissioned the showcase at the EBC in December 2023.
Project success
The displays were integrated into a shelving system that originated from trade fair construction. The installation of the narrow InSHELF displays was particularly complex, as it required very precise work due to the tight dimensions. In addition, there was extensive cabling due to the number of displays and the installation of the Admira software. Admira is a special software for digital signage that can manage several monitors according to the customer's requirements and also makes it possible to process the data obtained.
The right-hand side of the shelving system features dynamic pricing with the InSHELF monitors. Products can be placed here and advertised with a product video. Special price tags have been integrated into the video and are shown on the InSHELF displays. These can be read dynamically via the respective customer's checkout system. For this purpose, sensors were installed in the shelving system that use an RFID chip located on the product to detect which product is on the shelf. An API interface is used to send a message to the customer's checkout system, which in turn feeds the current price tag onto the display. This means that price changes can be displayed as soon as they have been entered into the checkout system. If the product is removed from the shelf, the price tag also disappears.
In addition to updating the price tags, the videos can of course also be updated without any problems. This saves the customer a lot of time and effort, as there is no need to constantly re-label and re-price the shelf. Theoretically, even a one-click inventory is possible.
In addition to the displays, a Lenovo server for controlling the checkout system, two further displays and two media players for controlling the displays were installed on the left-hand side of the shelf. A camera was also installed on the upper display on the left-hand side, which uses retail analytics to detect when someone is in front of the shelf. This allows various socio-demographic data, such as age and gender, as well as dwell time, to be measured.
The evaluation of this data allows conclusions to be drawn about the target group, interest in the product and purchasing behavior - in other words, great added value when deciding on the placement of products. The system is so dynamic that the respective video can also be adapted to who is standing in front of it. The camera recording does not pose a problem in terms of data protection, as the camera does not store any images but only analyzes the features.
Lenovo will be able to inspire its customers at the EBC in Stuttgart with these innovations in the digital signage segment and score points as a partner in the retail sector in particular with the presentation of dynamic pricing and retail analytics.
IT-HAUS demonstrated its expertise as a digital signage partner with the installation of the showcase and the services. This included the know-how of Lenovo products as well as expertise in the integration of new display formats and special software. The uniform presentation of the video on all five monitors was particularly complex in this case, as the displays are not standard formats. IT-HAUS will therefore continue to be Lenovo's specialist partner for showcases of this type in Germany in the future.
Hardware
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