Growth points for brands in interactive advertising. New potential for captive audience

In the leisure sector in Kyiv, an interactive food court has been successfully operating for two years now, attracting visitors and advertisers. This innovative format has become a real magnet with wide opportunities in Lavina Mall, the largest shopping mall in Ukraine.

The interactive food court combines restaurant, retail and gaming formats, thereby creating a comfortable and modern atmosphere for visitors and their leisure time, in particular due to the ability to order food without queues in the multi menu and with food delivery directly to the table. The variety of games on the tables attracts children and adults, which increases the flow of visitors both on weekdays and weekends. A large number of applications allows to constantly add the game assortment so that visitors can find something new and interesting for themselves.

The vandal-resistant multitouch tables (4-seat – 1.27 m x 0.74 m; 2-seat – 0.64 m x 0.64 m) support more than a thousand simultaneous touches, even when water is spilled on the table. The design and construction of the table are designed to be used in public places and to introduce a new advertising business model implemented by the European Internet of Things Network, which has already been positively assessed by advertisers, including such global brands as Coca-Cola.

The benefits of an innovative solution for different business entities, namely, what each party gets:

• shopping malls – efficient use of the food court area, which now not only attracts visitors but also rationalizes logistics. Instead of chaotic trips to cafes, visitors immediately sit down at a table and order food, reducing the load on the hall by 30%, which saves time for each visitor and increases the mall’s revenue;
• advertisers – precise content delivery to the target audience, as the visitor directly interacts with the advertising message on a multitouch screen with the highest image quality of 4K (1920×1080 px). Thus, advertising messages on the digital tablecloth and in the stylization of games evoke positive emotions among visitors;
• cafes and restaurants – there is an increase in revenues and a decrease in external service costs, as the order is automatically sent to the kitchen from the multimenu, the visitors order more food and drinks, as they flip through high-quality “live” video images on the latest generation of multitouch screens;
• stores – advertising on a multisensory food court makes it possible to attract a customer who is already in the mall and only needs to be reminded of the product and brand. To do this, you can not only place ads on the table, but also install a camera in the store area so that the visitors of the interactive food court could control it from the table while looking at the products of their interest;
• visitors – payment is made through a QR code, access to a wide range of dishes, convenienсe of selection and delivery of the order instead of queuing. This service contributes to the growth of orders and also allows you to increase the average check by creating a targeted approach while maintaining the format of a classic food court.

Thus, the audience’s interest in new technologies helps to increase the number of visitors to the mall. The advertising innovation opens up unique opportunities for stores, as every third visitor enters the food court and sees a virtual showcase on the interactive table, which has a positive impact on the sales growth of the brands represented in it.

During their leisure time at the table, visitors directly interact with the brand, assemble puzzles, draw, play hockey, and enjoy other recreational activities. This means that the duration of the advertising contact is maximally achievable. Information about brands on multisensory tables becomes an exclusive opportunity for advertisers to organize sustainable interaction with the audience in a relaxed, friendly atmosphere, where the message is perceived positively and is better remembered. It is well known that delicious food affects the production of the hormone of happiness, and serotonin, in turn, promotes memorization.

Each contact with the brand is effective and genuine, as the smart table system determines the quantitative and qualitative indicators of advertising interaction based on various criteria. As a result, the advertiser gets the effect of a new captive audience potential, when the engaged audience turns into a friendly one with a long-term brand memory. Interactive technologies help shopping malls to use food courts efficiently, bring profit to their tenants, and provide comfort to visitors, setting new standards for service quality.