Today, the retail landscape is so cluttered and complicated that consumers increasingly tune out the message bombardment. Consumers are hungry for product selection assistance, but at the same time, are wary of sales people driving them toward particular products due to a personal preference or a sales spiff. Providing sales assistance while capturing marketing statistics.
Few companies maintain direct sales forces because the cost is prohibitive.
Additionally, margin pressure from increased competition in almost every product category is making sighting an in-store manufacturer's rep a rarity. Brand marketers are realizing that interactive displays can fill in this gap for a reasonable per-store cost. They also are learning that marketing statistics captured by interactive displays can help them target their advertising and promotion dollars more carefully. Both retailers and brand marketers have spent billions of dollars developing media assets such as pictures, digital movies, text, and graphics that promote and explain the benefits of their products. This investment was made to create their web sites, print catalogs or product brochures, and to provide their sales representatives with flexible sales tools.