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Oral-B ’’boasts’’ of interactive S-in-S in Alza
Oral-B, the brand of needs for dental hygiene of the company Procter&Gamble prepared a new shop-in-shop display for electric toothbrushes for its customers in Alza showrooms. It features premium design, which in addition to its appearance and use of materials reflects by stimulating customer´s interaction with exposed product. Our DAGO team, the author of the display, used a mechanics, when gripping a toothbrush goes with augmented reality through a product spot and showing an actual customer reviews from Alza websites.
The main motivation for creating such a significant display was an effort to make customers to try those toothbrushes. ’’We wanted to provide consumers with an easy and accurate acquaintance with the product. In addition to this, they can also get a picture of the satisfaction of other customers and take advantage of their references for their purchase decisions,’’ says Andrej Murgaš, who is in charge of the dental products strategy within the company Procter&Gamble for the Czech and Slovak market. Within the display, there dominates a two meters high model of the new product GENIUS, which includes many advanced features and offers links to a mobile phone. So using the high-tech features suggested itself.
The display will be used on a long-term basis and Alza, as a key partner, provided an area of 9 m2 in showrooms in Prague and Bratislava. The realization, therefore, had to meet high expectations. 3D model of the novelty GENIUS uses a light indication of dental care modes like the real product. If a customer comes closer, the screens will invite him to gripe one of the toothbrushes. Then, the given product spot starts and it is also showing the Alza customer reviews of customers who recently bought such a toothbrush. ’’This display is unique in Europe and I believe that it will help to get a superior and deserved attention to the product novelty in the showroom,’’ says Andrej Murgaš.
The display proves its technological advancement in communication with shoppers and it also provides the brand with valuable data for marketing. The system monitors the frequency and time of each manipulation with exposed toothbrushes. These data are available in real time through the website interface and further used for planning sales promotions of the exposed assortment.
Your DAGO team