‘Whispering windows’ let stores interact with shoppers 24/7

8ta's whispering windows use through-glass touch technology to allow customers to browse a store's catalogue after hours.

Whispering windows have been a favorite of advertisers and marketeers for a few years now. The windows are equipped with speakers and programmed to emit sounds or speech as passers by walk past the built in sensors. Often they are designed to entice or create intrigue for those on the street, but the windows installed in South African 8ta stores are adding a new level of functionality to the technology by enabling customers to browse the store’s catalogue throughout the day and night. 8ta is a mobile brand from South African Telkom that operates numerous stores selling the latest devices and services. Aiming to make a visit to their stores a sensory-rich experience for shoppers, the brand has tapped One Digital Media for a variety of technological elements. The stores’ whispering window technology “turns store windows into glass window speakers, creating a unique way to deliver messages throughout or around your store,” as One Digital Media explains. However, the windows differ from similar whispering window examples we’ve seen recently; their innovative use of through-glass touch technology allows customers to browse through a store catalogue after hours, even requesting a callback when the store reopens. Also included in 8ta stores are large video walls showcasing 8ta’s latest commercials and handset deals, as well as “pick ‘n watch” screens that allow customers to interact with and learn more about the different mobile phone models. Touch tables, meanwhile, are on hand to detail and compare all the handsets available. Bricks and mortar may still play a key role in many product categories, but that doesn’t mean physical stores can’t borrow elements from the best of the online shopping experience — including the ability to deliver multimedia messages and product information 24/7. Other retailers around the globe: be inspired!