Wireless innovation at the point of purchase

Henley and Henley, retail consultant to Nintendo UK, and Comtech M2M, a leading machine-to-machine (M2M) solution provider, have unveiled the latest innovation at the point of purchase (POP) with an in-store retail communication display (RCD), which is controlled and updated from Nintendo's Head Office. Using wireless machine-to-machine (M2M) technology, the display scrolls a digital message above an electronically updated image, which also supports a countdown timer to the approaching product launch date. An LCD screen in the centre of the console displays a sequence of high-resolution JPEG images that gives consumers a 'visual taster' of the new product.

Following the Wii launch, the same display can be used to promote other new Nintendo game titles.

The technology allows for completely new promotional messages to be delivered to all stores remotely and in less than 10 seconds.

With web based technology, a secure website has been developed so Nintendo know precisely where each display is located, positioned in-store and what content is being displayed.

It also alerts head office if the display is not switched on.

Tactical changes to the unit can take place whenever head office decides and the complete nationwide estate can be updated at the touch of a keystroke.

Nintendo is no longer reliant on store staff to comply with POP updates.

The first of the displays are being introduced into the top game and game station stores throughout the UK and Ireland.

Trade marketing consultant Henley and Henley, based in Bristol, has project managed the development of the RCD after investigating new ways to promote Nintendo's range of games and consoles within the specialist gaming sector.

Ian McMillan, Nintendo's Trade Marketing Controller said 'Nintendo have always been leading innovators for games and players and this approach to real time marketing proves that we are at the cutting edge of In-store POP.

You will see it promoting the latest Nintendo products including the new Wii console'.

Nintendo Wii is a groundbreaking games console launched in Europe during December 2006, selling 50,000 consoles on day one.

Barry Lowe, CEO, Comtech M2M said: 'These are highly effective displays which grab the consumer's attention and drive sales'.

'It may look like a simple poster that you just hang up and plug in; but behind it sits a remote managed communication system that gives Nintendo marketing control at the click of a button'.