Behind the Play Wall: Retailer Uses Interactive Video to Attract Customers

In their quest to attract shoppers and increase sales, retailers are turning to digital displays to entice, entertain, and engage potential customers. The technology is spilling out from store shelves to sidewalks and capturing customer data along the way. 


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Image credit: Koscar

Clothing retailer MAP by Belle, located in a high-traffic shopping district in China, wanted to stand out from its competition. The retailer transformed its store windows into a large-scale interactive video wall that presents customers with an interactive shopping and gaming experience from outside the store itself. The huge digital display was developed by Koscar Interactive and is powered by Intel® Core™ i7 processors.

The video wall displays items for sale, which customers can scroll through to get more information. It also features on-screen bubbles that consumers can pop to learn more about a specific item. Shoppers can  search for additional products and purchase items either online or in the store. Koscar claims its video wall can drive up sales by 30 to 80 percent.

Game to Shop

In addition to highlighting items for sale, MAP is using interactive gaming to engage passersby. Popular WeChat games—typically played on smart phones—are adapted for the store’s displays and product offerings. It can support multiple players, which draws more attention and potential customers. Users have to follow the store’s WeChat account to play, leveraging social media. Players earn prizes, such as time-sensitive store discounts available through a QR code, which encourages people to enter the store.

To make a purchase or play, customers first register their mobile number. That enables MAP to offer discounts and pathway shopping patterns. The interactive displays also capture number of clicks per interaction, search-to-purchase ratios, and anonymized data about the consumer, such as age and gender. The software also tracks the number of people who play, watch, and win the games, as well as the ratio of discounts redeemed. Stores can compare this data with in-store point of sale data to determine the effectiveness of its offerings.

MAP’s Wuhan store windows have integrated vending capabilities, providing an omnichannel retail strategy. Customers can purchase and receive smaller items without entering the store at all, a boon during the pandemic. Game prizes are also dispensed through the vending machine.

Off the Shelf, On the Screen

Smart technology is found inside the store walls as well. MAP and other upscale stores are installing intelligent displays with RFID and 3D sensing shelves to bring information to customers exactly at the moment they show interest.

With Koscar Interactive’s Intelligent Vending Solution for Retail technology, these smart shelves and smart islands use RFID technology to sense when customers pick up a product. Interactive screens display product features, cost, warranty, and other information about that item. The customer can compare goods and make purchases electronically. The software tracks consumer dwell time, purchase patterns, popular products, inventory, and other data—all in real time.

Large group of people interacting with different retail items and their captured images

Image credit: Koscar

As people globally head back into physical stores, Deloitte suggests retailers will have to embrace technology. In a recent report on the future of shopping malls, Deloitte wrote, “Customers are increasingly looking for a digitized experience both online and off, enabled by technological innovation at every turn. Malls and retailers need to use digital tools to maximize productivity and efficiency and create a dynamic, engaging experience.”

The Koscar solution bridges the gap. The large video wall draws people in, and the interactive capabilities encourage consumers to linger and shop. That helps brick-and-mortar stores stand out and drives sales and they compete in an increasingly digital world.


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