Have you ever noticed that visiting a shopping mall now is like visiting a science and technology museum? Last week I went with my best friend to a newly opened shopping mall. From the moment I entered, I was bombarded by various large LED screens - moving advertisements at the elevator entrance, a three-story curved screen in the atrium, and even an interactive display at the door of the fitting room... Having said that, where in the mall must LED screens be installed? Today we will discuss this matter in detail.

It’s your face when you enter: the main entrance of the mall

This place is equivalent to the "face" of the shopping mall, and the place must be controlled. ​ ​It is recommended to install 4K high-definition LED wall​ ​, the size should preferably account for more than 60% of the wall. One shopping mall installed a curved screen at the entrance. On the day of its opening, it became a hot topic for playing a naked-eye 3D dinosaur video. Three points should be noted here:

1. The brightness must reach 4000cd/m² (otherwise it will not be visible at all during the day)
2. It must be protected from direct sunlight (doors with severe western exposure must be equipped with sunshades)
3. The content must be able to be changed remotely (the screen can be changed at any time during promotions)

The most outrageous thing I have ever seen is a shopping mall in a county town. The entrance screen has played the same welcome message for three years, and the corners have turned yellow and have not been replaced. So,​ ​A good screen must be equipped with an intelligent management system​ ​, like the one with split-screen function, the right solution is to put brand advertisements on the left and promotional information on the right.

Flow engine: atrium void area

Not having a large screen in this location would be a waste! Last year, an internet celebrity shopping mall installed a circular screen in the atrium, which doubled the number of customers on weekends. Here are two recommended ways to play:

• ​​ceiling screen​ ​: With the starry sky special effects, it can create the effect of a clear sky even on rainy days.
• ​​Three-dimensional cylindrical screen​ ​: 360-degree display with no blind spots, suitable for beauty brands to conduct virtual makeup try-ons

It should be noted that the atrium screen​ ​Refresh rate must ≥1920Hz​ ​, otherwise you may feel dizzy if you look up for a long time. I have seen shopping malls with low-end screens broadcast a rotating image that fills the screen with shadows, as if they were poisoned.

Money-attracting artifact at the door of the store

Nowadays, shops that are a bit more ambitious are no longer satisfied with posting posters. Let’s talk about a few innovative cases:

1. For clothing stores​ ​Transparent LED showcase​ ​, revealing the store furnishings during the day and transforming into a live broadcast of a catwalk show at night
2. milk tea shop decoration​ ​Interactive floor tile screen​ ​, it will bloom when you step on it, and children can play with it for half an hour.
3. For gold shop​ ​Mirror screen​ ​, customers try on jewelry and automatically display price and process parameters.

A boss who makes light food complained to me that no one would see it if he installed a regular poster screen. Later, it was replaced with a smart screen with a temperature sensor. When the temperature exceeded 30 degrees Celsius, it automatically broadcast ice drink advertisements, and sales immediately increased by 40%. So,​ ​Screen intelligence is king​​。

The golden bit that’s easily overlooked

Places such as elevator halls and restroom passages actually contain a lot of traffic:

• Elevator door installation​ ​Narrow strip screen​ ​, I happened to watch the 15-second commercial while waiting for the elevator.
• Bathroom mirror modification​ ​Mirror screen​ ​, push coupons from nearby merchants while waiting for a table
• Parking lot exit installation​ ​Information screen​ ​, promote another wave of membership benefits before leaving the venue

The most impressive thing is the screen at the door of a shopping mall’s maternal and child care room, which can identify customers pushing strollers and automatically play diaper advertisements. This kind of precision marketing is much better than casting a net all over the place.

Let me tell you the truth

1. ​​Don’t blindly chase the big one​ ​: A 3-meter large screen is installed at the entrance of the 20-square-meter store so that customers can’t even see the logo when they pass by.
2. ​​Content is more important than hardware​ ​: No matter how expensive the screen is, the boss’s selfie taken every day is still in vain.
3. ​​Maintenance costs need to be calculated​ ​: The monthly cleaning fee for outdoor screens is more expensive than the electricity bill

Recently I have discovered a trend - many shopping malls are starting to use​ ​Cloud control system​ ​, one backend manages hundreds of screens, and can also automatically switch content based on the flow of people. This technology was originally only used in airports, but now it is even used in community shopping malls. So,​ ​Installing the screen is not the end, operation is the beginning​ ​, those screens that can follow the flow of people and perform magic are the real thing!

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