The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
This innovation initially came to life when…
I developed an interactive touch-screen system for a food outlet that I owned. The aim of the system was to entertain my customers whilst they waited for their order. The system interleaved in-store advertising in between the ‘entertainment’. My now business partner was a smallgoods representative that serviced the store. He saw the product and, seeing the possibilities, we quickly formed a partnership and collaborated over many years to develop the Q In-Store Advertising System with Now Serving module.
WHAT & HOW
The purpose of this innovation is to…
Retailer-centric In-Store Targeted Digital Advertising system where time-triggered content management is performed by the retail store owner using Knuckles Advertising Network-supplied resources (images, videos, QR codes, etc.). Customer hook is provided by the Now Serving module/ticketing system.
It does this by…
Assembling magazine-quality image resources and videos into an intuitive frontend system and categorised into various image resource groups, depending on the retail customer profile. The system promotes in-store products and/or specials to a captured audience. The optional Now Serving module acts as a customer hook and takes advantage of customer in-store dwell time to advertise current store specials.
PURPOSE & BENEFITS
This innovation improves on what came before because…
The majority of digital signage systems concentrate on displaying advertisments on screen real estate. When screens are installed in retail operations, the promoted ROI is as an advertising rebate. In all cases the retail store owner interaction is restricted to purchasing screen space for advertisments created by the network owner. Q is totally retailer-centric with full content management freedom.
Its various benefits to the customer/end-user include…
1. Professional magazine quality resources. 2. Complete control of their own content management. 3. Intuitive frontend that does not need an IT degree to operate. 4. Potential future income revenue once network expands. 5. R&D performed by Knuckles (QR Codes).
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
The system replaces ticketing systems and ‘old school’ type (potentially expensive and static) posters with an all-inclusive professional digital signage system. Although a software product, Knuckles provides complete turn-key systems using our hardware or can be integrated with user-supplied hardware.
It’s predecessors/competitors include…
There is no comparable system that provides retailer-centric digital signage systems. The closest system that begins to emulate some of the Q product features are very expensive closed systems tied into POS systems seen in some franchise operations.
TARGET MARKET
It is made for…
All retail operations where captured customer dwell time exists. Knuckles is currently concentrating on food industry retailers who, although successful in their own right, do not have the time or in-store expertise to develope digital signage solutions. Once the network gains traction and expands, Knuckles will be able to target secondary customers that would benefit from advertising to complementary customer demographics that are captured in the retail stores. The secondary customers will be retailer non-competing advertisers. Advertising granularity can be down to the store level or spread across the entire network.
DISTRIBUTION STRATEGY
It is available for sale through…
Q is sold exclusively by Knuckles Advertising Network (Sales: 0435465818 or [email protected]). A fully functional time/resource limited demo version of the software is available. Product overview is available on www.knucklesadvertising.net. Product resellers will be sought once Perth market has expanded.
Our marketing strategy is to…
Promote sales through direct marketing and networking opportunities. Knuckles Advertising Network is currently finalising product brochures and associated marketing material to directly distribute to contacts and to upload onto the website. A social networking marketing strategy has not yet been developed but it is an area that Knuckles believes it should be engaging with.
SUPPORTING IMAGES AND/OR VIDEO
SHOW YOUR SUPPORT FOR THIS INNOVATION
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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.
