The original version of this article can be found at:
http://www.aka.tv/articles/article.asp?articleid=1469

Artisan Launches the 'Digital End Cap'

Artisan Complete, a Canadian retail point of sale specialist, has linked with BroadSign and CognoVision to launch a new universal merchandising solution for grocery-style aisle 'end caps'.

On show at GlobalShop, the Artisan 'nCAP' is a modular digital merchandising solution, with custom shelving and an interactive 24" LCD monitor. The system integrates with both the Arbitron certified BroadSign software, to enable remote content management, and the CognoVision audience measurement system, to report viewer statistics and to target specific ads to specific viewers in real-time.

nCAP offers a next step evolution of the traditional 'end cap' fixture used at the head of shopping aisles in most retail settings - combining both static and digital elements. At the end of each promotional period, the shelving unit can be quickly repurposed for the next brand campaign - with shelving altered and the LCD screen turned from landscape to portrait. Plus there are a range of interactivity and trigger options to design around (they are first company to use BroadSign's new suite of interactivity triggers developed for their media players).

AKA COMMENT

It has previously fallen on the brands themselves to provide the digital merchandising solutions for their semi-permanent retail displays. However because the end caps tend to be sold to the highest bidder for specific short term promotions, brands have not previously been able to support these fast turnaround campaigns with digital merchandising technology.

By building a permanent, generic and modular solution - retailers will now be able to offer an 'end cap' that not only offers premium in-store positioning, but also an effective digital marketing tool to support the promotion. As digital content becomes more a feature of every brand's basic merchandising armoury, products like the nCAP are likely to become ever more popular with retailers looking for ways to enhance sales and brand support.