South American Retailer Uses Large Screen Video and Kiosks to Grow Business
PX Group uses the Zytronic touch to delight Movistar customers
Since in 2005 when Telefonica bought BellSouth, Movistar has been a leading mobile network in South America, and now offers a range of consumer and business communications services including mobile telephony, landline service, broadband and television (satellite or IPTV, depending on the location) – in Spain and most of Latin America.
Retail operations are crucial to Movistar’s relationships with its customers. For example, in Chile, Movistar has 68 directly owned stores throughout the country, as well as 300 concessions within larger stores. These are supplemented by 50 staffed kiosks in shopping malls. Here customers can browse Movistar’s services under the guidance of a member of staff.
PX Group, a regional interactive retail specialist, has been the Movistar technology partner for over ten years, ensuring that the customer experience at this extensive retail estate is the best and most exciting possible and makes full use of new technologies as they become available. Movistar works with PX Group in both Chile and in Peru. Their most recent project has been to refresh the network’s flagship store in Chile’s capital city, Santiago, and renew the estate of kiosks across the nation’s shopping malls. PX Group designed the store layouts and kiosks, and is building the hardware using Zytronic Projected Capacitive (PCAP™) touch sensors
Sales and innovation manager at PX Group, Anneliese Schemke, explained, “The Movistar store is located in a busy, upscale area of Santiago, and the network wanted to make it a destination, a place that its customers would make a special trip to visit. They asked us to create an exciting digital experience for its customers in locations that see very intensive use. These stores are exceptionally busy, and sometimes customers need to wait until a member of staff is available. An important requirement was to provide facilities for customers to browse the Movistar product range themselves before speaking to a customer service representative.”
She continued, “We created a completely new concept for flagship Movistar stores featuring a touch video wall with three 50” or 46” touch screens allowing customers to browse while they are waiting, as well as a kiosk with a full product catalogue using a 40” screen. The new store with the Multitouch wall is disruptive. There is no store like it anywhere else in Santiago or the rest of the country.”
The design for the store and all the hardware were created by PX Group. Anneliese Schemke said, “The video walls and kiosks in this premium store needed to look fantastic and also offer a great experience for the user. Movistar offers the latest smartphones and tablets in store – and the touch experience on the wall needed to be just as good as on the devices. We searched extensively for a touch technology that could deliver this, and identified Zytronic rollable ZYFILM® Multi-touch Projected Capacitive Technology (MPCT™) as the solution.”
Zytronic’s ZYFILM is a flexible polyester touch foil suitable for temporary, semi-permanent and permanent touch applications depending on the method of lamination used when applying to the substrate material. In conjunction with Zytronic’s 5ms response speed multi-touch controllers, the foils are capable of detecting over 40 simultaneous touch points through a glass thickness of at least 10mm. Mounted on the rear of a protective substrate the projected capacitive sensor is highly resilient, requiring only a one-time calibration and very little maintenance through absence of drift. This makes it an ideal and cost-efficient solution for use in public places throughout the year.
Extending the concept
The first stores, in Santiago, Chile and Asia, Peru, are now complete, and Movistar has seen a clear increase in footfall since the new concept was installed. Interactions with the wall have doubled in the four months since the new stores were opened, showing both that the concept is attracting visitors to the store and that the walls are extremely popular with customers. Two further stores, one on the outskirts of Santiago and one in Antofagasta in Northern Chile, are being equipped with video walls.
Anneliese Schemke added, “Following the success of the initial stores, Movistar would like to roll out the concept to a further 25 stores nationwide. This will mean adapting the concept – not every store can accept such a big video wall. Using Zytronic film, we are able to create touch screens of the exact size required for each store.”
She continued, “In the second phase, we will also enhance the functionality supported by the video wall screens. At the moment, customers can only browse the product range using the video walls but we are looking to allow them to purchase cell phones and other products.”
At the other end of the retail spectrum, PX Group is enhancing the 50 Movistar kiosks located at malls around Chile. Anneliese Schemke said, “Here the use model is completely different. Where the flagship store is a destination for customers, the kiosk attracts impulse purchasers. They are located in high footfall malls, and are designed to attract passers-by to browse the Movistar range and look the full catalogue of mobile, TV, Internet and home phone services. Customers can access their accounts and upgrade their service at these kiosks. They are proving extremely popular. PX Group reports that visits have increased by nearly 20% in four months, and are now running at over 100,000 consultations per month.
PX Group again is using leading edge technology to make using the kiosks a positive experience for the customer. Anneliese Schemke added, “We are integrating face recognition technology, so that the kiosk recognises the profile of the customer using the unit and offers appropriate goods and services.”
Again, Zytronic rollable ZYFILM® MPCT™ was the best solution for this demanding environment. Given the environment, the kiosks required good protection, and PX Group is using Gorilla glass in front of the touchscreen to prevent damage through abuse or deliberate attack. It is also using an anti-microbial coating to prevent cross infection between customers at these very intensively used locations.
Whether they visit a flagship store, a concession or a kiosk, the network wants to surprise and delight its customers and serve them in an innovative way. PX Group is continually evolving its concepts to make use of new technology as it becomes available. Zytronic touch technology is enabling the latest phase of innovation, and will be central to rolling out new concepts and services in the future.
Zytronic Displays Ltd internationally award-winning touch screens are used globally in ATMs, digital signage, self-service kiosks and gaming machines as well as by military, computer, telecommunications and medical OEMs. The company’s success rests on its innovative multi-touch sensing technology, which scales effectively right up to ultra large form factors of 84”, as well as its quality manufacturing and its product development team. Based in Newcastle, England, Zytronic has sales offices in Taipei, Tokyo and Atlanta, USA and a worldwide network of distributors. For further information please visit www.zytronic.com
About PX Group
PX Group, a regional interactive retail specialist, has been the Movistar technology partner for over ten years, ensuring that the customer experience at this extensive retail establishment is the best and most exciting possible and makes full use of new technologies as they become available. Movistar works with PX Group in both Chile and in Peru. For more information visit www.px-group.com.
Since 2005 when Telefonica bought BellSouth, Movistar has been a leading mobile network in South America, and now offers a range of consumer and business communications services including mobile telephony, landline service, broadband and television (satellite or IPTV, depending on the location) – in Spain and most of Latin America. For more information visit www.movistar.cl.