Reactrix Eyes Interactive Place-based Commerce

Reactrix wants to begin including interactive commercial transactions in the capabilities of its place-based digital displays, according to CEO Mike Ribero. Pointing to the Bluetooth downloads already offered by some cutting-edge out-of-home media, Ribero said Reactrix will first add free digital downloads before moving into actual commercial transactions. One benefit of proximity to the point of purchase, he said, is that the display could become the point of purchase itself.

That doesn't mean the displays become purely utilitarian; rather, the commercial interactions will be blended seamlessly into the entertaining experience offered by Reactrix, according to Ribero, who predicted a "convergence between media and commerce" in out-of-home digital advertising.

Currently, Reactrix engages users in public spaces with digital projections on floors and walls that respond to their movements. Touting the displays' effectiveness in brand recall and attitude, Ribero said they achieved a 79% lift in willingness to recommend the brand or product to someone else.

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Once a user is engaged with the experience, opportunities will naturally arise to offer promotions and actual sales of products from the brand advertiser, he adds.

Ribero said commercial transactions could be handled one of two ways: through a credit-card swipe (or a wallet sensor for cards with Blink-style capability) or with new technology that ties mobile devices to credit cards, in which the consumer enters a confirmation code from the display.

The digital displays could also be complemented in the retail environment by human sales reps, displays offering free samples and online kiosks to sign up for promotions and contests.

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