JEEDAH, Saudi Arabia — Mobily's use of technology and multimedia earned a first place in the Retail Design Institute's 2009 International Store Design Awards, which were voted on 200 of retail's top designers, editors and vendors.
According to a news release, by harnessing new technology, Mobily stood out from more than 135 architects, designers and retailers worldwide that were considered for the award. Mobily's store design uses digital-signage networks, self-service kiosks and storewide audio to attract fresh customers and engage existing ones.
Mobily developed areas within each store called "Knowledge Zones," or "K-Zones," which include a welcome desk with a Q-Matic customer management system; a self-service area powered by interactive kiosks; a gaming zone; an Internet zone providing free online access; and a technical support area to help existing customers. The K-Zone setup reduces perceived waiting times and increases customer engagement and education while shoppers are in the store.
In 2005, Mobily turned to PRO-AV, a division of United Yousef Naghi Co. Ltd., to help develop an interactive environment in its stores. PRO-AV uses Scala digital signage software to power more than 1,000 plasma screens, 19 full-graphic LED screens, 100 interactive kiosks, and five video walls and rear projection systems in 260 of Mobily's stores.
"This is a great example of how broadcast and interactive digital media can be designed to add real value to a retail brand and customers in a store environment," said Oscar Elizaga, vice president for Scala EMEA. "PRO-AV successfully combined a wide variety of media into a unique experience for Mobily's customers, and Scala is excited to provide many of the operational elements that make the end result possible."
