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Homebase adopts instore digital media

Monday September 12 2011

‘Create the Look’ instore digital media improves the customer experience, helps consumer purchasing decisions and increases sales

‘Create the Look’ instore digital media improves the customer experience, helps consumer purchasing decisions and increases sales


Homebase has launched ‘Create the Look,’ an interactive digital media solution provided by customer flow management (CFM) provider Qmatic and digital media software developer and integrator HintTech.


Customers arriving at the Aylesford branch of Homebase in Kent are able to upload a photo of their lounge, kitchen, bedroom or bathroom to a 32-inch digital interactive touchscreen to personalise that room. Alternatively, they can ‘Create the Look’ of their choice, using a template room to visualise their dreams from the right flooring, paint or wallpaper designs – all of which are available to purchase or order instore.


Technology realises brand vision


“We know that technology plays a key role in allowing customers to visualise how they can transform their homes. The Qmatic-HintTech solution fits with our vision to be the first for decorating,” said Jon Hamilton, customer service development manager for Homebase.


To make Homebase’s vision a reality, Qmatic provided the new media technology including all the design work to use real images of flooring, paint or wallpaper in addition to the 32-inch digital interactive touch screen. The technically advanced system uses real images of both the wallpaper and flooring, keeps the light and shadow, and also works out the perspective of both the wallpaper and flooring. The final ‘Create Your Look’ image is designed to look very realistic.


HintTech provided Homebase with the software development and technical system implementation. Written from scratch and deployed in under three months, the system was designed to scale for wider store roll out, as well as to be available online while being supported locally instore or remotely.


Popular self-service enegagement


Stuart Batt, head of digital media at Qmatic, said: “Customers are amazed at the level of help and service available from this product and are impressed with how easy it is to upload your own photo. Digital media provides an opportunity for stores like Homebase to provide a service that helps customers make decisions while presenting opportunities to increase customer purchases.”


Homebase launched ‘Create the Look’ at the new store opening. In the first month, 1,605 interactions occurred and 428 room designs were printed. Nearly all (98.5%) of customers using the screens have found it useful; highlighting that they would use the screens again to help them create the right look at home. The pilot in Aylesford has been so successful that Homebase expects to roll out to more stores.