Concord C1 / The Movado Group nCAPSULEObjective
The challenge was to create an all-in-one digital merchandising solution for the launch of Concord C1 / The Movado Group’s line of luxury watches that would act as a sales tool in-store and provide measurable results. Born out of nCAP, Artisan’s solution to an integrated, modular and interactive digital retail end cap
solution, nCAPSULE is the floor display version.

Solution

• Artisan designed high definition customized branded content specific to the individual retailer, seasonal period and campaign. The passive digital signage provided an informational communication tool for in-store sales staff while user triggered content acted as a call to action to interact and engage with it. Users then became informed of the uniqueness of the complex and sophisticated Concord watch line.
• The unit achieved merchandising flexibility with interchangeable graphics that could be refreshed for future retail campaigns.
• nCAPSULE measured engagement, interactivity and compliance. The unit gauged how many faces looked at the display, what content was playing and when, whether or not the display was turned on and connected to the internet [for remote content management and reporting] and if the correct content was actually playing.

Result
In the early stages of the campaign, facial recognition determined that the display was catching shopper’s attention but few were interacting. From this we concluded that the call to action needed to be even clearer and the content was remotely modified to improve the call to action – the first time a POP campaign could be adapted in the market based on what was happening in-store. Results were immediate, with a significant increase in button engagement.