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CF Markville

Trying to engage shoppers in a new way can be a challenge— particularly in a way that gets them to return to engage repeatedly. But a recent interactive digital signage installation at a shopping center in Marham, Ontario, is managing to do just that.

CF Markville is the first shopping center in Canada to utilize Cineplex Digital Solutions’ new Digital Hoarding solution, which takes traditional static signage on vacant storefrontsin shopping centers and retail environments to a new level. A plug-and-play solution that is installed in just a few hours without disturbing on-site construction, Digital Hoard- ing turns a blank space into an engaging and interactive experience that gets guests excited about what’s to come, through customized and engaging content and games.

“Digital Hoarding is really about creating guest experiences and deriving value from a space in a retail environment that used to be off-limits to shoppers,” says Fab Stanghieri, General Manager of Cin-eplex Digital Media. “Digital interactive and engaging experiences are growing in popularity with shopping centers because they’re effective, affordable, reusable, and fully-customizable—and data shows that visitors love them.”

CDS’ Digital Hoarding features large touch- and gesture-enabled screens that can be fully customized, allowing shopping centers, retailers, and brands the opportunity to connect digitally with guests in ways that haven’t previously been available to them. In addition to interactive screens, Digital Hoarding solutions also have photo-capture capabilities, on-screen content manipulation technologies, couponing and game- playing, social media connectivity, and participant data capturing.

The project at CF Markville, which was designed and installed by CDS, includes two interactive screens deployed across the mall to attract guests to the Express Eatery through mobile coupons. Once there, Digital Hoarding provides activities and games designed to increase the time shoppers spend in the mall’s food court, as well as provide them with a fun digital entertainment experience.

There, mall shoppers get to interact with a 98in. landscape screen that delivers two customized interactive experiences that have been optimized to provide consumer insights and analytics. Those include games that are equipped with a leaderboard to entice guests to return to the Express Eatery to play for the highest score.

“The digital units that Cineplex Digital Solutions installed at CF Markville are a unique and interactive means for engaging shoppers in spaces where they least expect it,” says Jason Anderson, Senior Vice President, Marketing at Cadillac Fairview. “At CF, we’re committed to enhancing the shopping experience through digital technology, and we’re eager to see how shoppers respond to this new form of entertainment.”

CF Markville is a Digital Signage Expo 2016 Apex Award finalist; winning projects will be announced at Digital Signage Expo.

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