Ink-in-Motion Displays Captivate Shoppers

When walking the supermarket aisles, 70-80% of consumer choices are made almost instantaneously because of the shelf appeal of the product package. Consequently, it has become increasingly important to manufacturers to capture consumer attention in the retail store. A store may carry thousands of items; however, the human brain’s perceptual filters efficiently block what is not specifically searched for, or what doesn’t stick out from the mass. Essentially, if it’s not seen, it does not exist. Consequently, Point of Purchase (POP) displays are a tool some retailers use to achieve that goal. However, a more effective flashing POP display-Ink-In-Motion®-is increasing in popularity.

Utilizing electrophoretic technology developed by E Ink, these signs based on segmented displays and the dynamics of animation, are somewhere between TV and static media. They provide eye-catching animation with superior contrasts and color picture on a paper-thin, battery-powered, display. Motion Display,  founded in 2005 by Erik Danielsson, is one of the companies who have partnered with E Ink to create eye-catching displays that effectively sell product in the retail environment. Because of its ongoing collaboration with The Nordic School of Retail Management, the company felt this display concept was a better means to achieve in-store visibility. According to Richard Danielsson, CEO of Motion Display, the company began tracking the advantages of electronic paper since the mid-90s. “Electronic paper based on E ink’s electronic ink is superior for POP advertisement due to its unique features: paper-thin, lightweight, flexible and shatterproof; extremely power efficient and; the possibility for virtual layers with superior contrast and attention grabbing capabilities,” said Danielsson.  Moreover, E Ink had significant commercial success in volume products such as Sony’s and Amazon’s e-books.

Creating Ink-in-Motion®

Motion Display creates the full artwork or the animation only based on the client’s graphics. Because the designers know design rules and focus on doing the animation, they have vast experience in knowing how to achieve different effects. The process begins with the designers receiving the graphics as an eps or ai file format from the agency or brand owner. After discussion with the client regarding what they hope to achieve, the designers create animation examples, which are presented in gif-files on the computer. These are reviewed by the client and adjusted until the client is satisfied. A prototype is then made in a week’s time). Following approval, volume production is delivered in about four weeks, depending on the size of the order. The prototyping is done in Sweden, where Motion Display is located; the full production is manufactured in China.

Documented Results

While Motion Display has recently introduced a new generation of displays which are lower in cost and have increased functionality, the cost is still more expensive than basic static printed displays. Are Ink-in-Motion displays effective sales tools in the retail environment?

An independent study from the Stockholm School of Economics was recently conducted by Assistant Professor and Dean of the Nordic School of Retail Management Jens Nordfält. Subsequently awarded a prize by The Swedish Retail Institute, HUI, the study tested electronic displays for two product categories with two distinct messages. Several in‐store experiments were conducted where observations, questionnaires, customer eye‐tracking, sales data and verbal data collection were used to give the thesis a solid ground. The study also investigated what made the customer consciously notice or not notice the dynamic display. The results indicated:

• Electronic paper displays increase purchases as well as influence customer associations and intentions. There was a 64% increase in customers picking up the specific products in their shopping baskets.
• Electronic paper displays are able to grab the customer’s conscious and unconscious attention. In the study 34% of the respondents consciously noticed the dynamic display.
• Electronic paper displays were most effective for “selection‐products”; i.e. when customers are faced with multiple choices in terms of brand and product varieties in store.
• Different messages on the displays could influence customer associations to a brand positively or negatively.

It is interesting that the study also compared effects of in-store flat screen TVs, used as a marketing tool. Only 3% of respondents noticed the TVs. One of the reasons for this could be that electronic paper displays can be located right in front of the product. Since TVs are considerably more expensive for promotional use and requires more permanent installations, this clearly adds to the attraction of electronic paper displays as a marketing tool for brand owners. Motion Display’s electronic paper display are ideal for retail environments where power access is limited and deployed the same way as paper and plastic signs that makes it very accessible, as it does not change the traditional ways of operation. “All independent studies and tests show that the ROI for Ink-in-motion in terms of sales effect and brand building is superior,” commented Danielsson.

Beyond POP

Because Ink-in-Motion is based on segmented displays and the dynamic of the animation is dependent on the number of segments and how each segment can appear, Motion Display has put much effort in maximizing the technology in terms of segments on the display, as well as the electronics controlling the segments,” commented Danielsson.  He added that the new generation of Ink-in-Motion has been well received and interest is growing exponentially.  While penetration of the technology has just started to pick up lagged in the United States, many international brands are working with Motion Display on continuous basis.

Nevertheless, improvements are ongoing, particularly because Motion Display feels that there is huge potential for the technology in POP displays and other markets. In addition to POP, the displays can be integrated on basically anything, anywhere. Motion Display produces electronic paper for various applications, such as magazine covers, packaging, on shoes and clothing as well as consumer products such as invitation and congratulation cards, magnets on refrigerators etc. The company can also integrate wireless communication for public signs and prices etc.  Ink-in-Motion has captured consumer attention and promises to continue to do so. Soon, you may find such a display in a retail environment where you shop.

By Linda M. Casatelli

e-ink, eink, ink in motion, motion display