Article

GlobalShop 2003: Rocky start disappoints exhibitors

With the number of exhibitors and attendees down, rumors are that Globalshop will shift from Chicago to Las Vegas next year. That would be just fine with the show's handful of kiosk exhibitors.

March 16, 2003

CHICAGO -- Most of the action in this town Sunday afternoon was found at the annual South Side Irish Parade. At McCormick Place, those in town for the "world's largest annual store design and in-store marketing show" seemed skeptical that it would meet its promised 17,000 attendance. It was the opening afternoon of GlobalShop 2003, which continues through March 18.

The number of exhibitors, estimated at 800, is down from previous years. Perhaps that helps explain rumors that the show will move to Las Vegas' Venetian resort next year. Show sponsors were unavailable to comment on the show's future Sunday.

Quiet Time

Several kiosk manufacturers and related vendors expressed disappointment both in Sunday's attendee turnout and the location of their booths. They were relegated to two aisles at the end of the show floor, in an area marked "Digital Store." Last year, kiosks were part of a section called "In-Store Interactive Ideas" (see story, "Giant GlobalShop keeps kiosks cornered").

"This area is pretty secluded," said Ginger Csizmadi of Apunix Computer Services, which was showcasing its customer applications, including those for Expo Design Center and TravelCenters of America. She said she thought some exhibitors decided not to attend because of the economy and fears of war, and those that stayed were scrunched into a smaller space.

"We've kind of been shifted and shoved around," said Csizmadi. "I know a lot of exhibitors dropped out because of it."

Why did Apunix decide to stay at GlobalShop? Csizmadi said her company is on "good terms" with show sponsors, and said shows like GlobalShop still help the industry flourish. "We need to work together," she said.

Rosemary Leonard, vice president of Corporate Safe Specialists (CSS) agreed, but said, "This is our seventh year at GlobalShop, and every year it's smaller. A lot of vendors have pulled out. We usually pull business from the show, but if we don't this year I'll have to reevaluate our participation."

She said CSS is working on the late fall debut of a self check-out kiosk for c-stores and specialty stores which will allow shoppers to get change back. CSS will provide the software, JCM the hardware.

Gary DeBlaquiere, vice president of sales and marketing for WebRaiser Technologies (sharing booth space with AM&D:Metal fx) said he thinks GlobalShop might be the last hurrah in terms of an industry gathering before war breaks out, so anxiety is to be expected.

On the other hand, Terry Cooper, regional sales manager for thermal and impact printer-vendor Telpar Inc., said he was encouraged by activity in the Digital Store area. "I saw more traffic coming straight here when the show opened," he said.

The Good News

Despite the distractions, there were several interesting things happening at GlobalShop. Real partnerships and real products were on display.

Netkey Inc. touted a partnership with MarCole Interactive Systems; its work with Frank Mayer & Associates Inc. on a kiosk for automaker BMW; and with Symbol Technologies Inc. on a micro kiosk product.

Michael O'Toole, MarCole's director of national accounts, said Netkey is providing kiosk management software to complement its interactive shopping tool. MarCole's primary business is gift registries and customer-reward programs.

"We are testing the water with an integrated CRM package," said O'Toole.

Netkey's BMW app allows consumers to test out a console that configures such features as the radio and climate control in a vehicle. Bob Ventresca, director of marketing at Netkey, said the app is deployed in Frank Mayer enclosures in 350 locations across the country. "It's a top-tier app," he said.

Ventresca also displayed Netkey applications for Symbol's micro product.

"Symbol is moving into the interactive environment in a big way. They are taking the price checker to a new level," he said.

Another partnership in full view at GlobalShop is a venture between Metalfx and WebRaiser.

Ben Wheeler, sales manager, wood products division for Metalfx, "All I have is a wooden box. WebRaiser has the software competency."

The companies currently have a small handful of customers that will be announced in Vegas.

Music Generation

Perhaps the most innovative kiosk product at GlobalShop is a collaboration between Vultron Display Technologies and Barden Entertainment Inc. The product is a digital video jukebox. The music-delivery system can play thousands of music videos on demand.

Vultron designed and built the enclosure, Barden will obtain licensing rights from record companies.

The kiosk is being tested in 25 entertainment establishments in southeast Michigan. During the test, the kiosk plays music selections for free. Eventually, each video will cost 50 cents.

Bars, college campuses, airports and restaurants will pay a minimal fee for A/V setup, and ongoing revenue will be split between the establishment and the vendor.

Jim McFarlin, Barden's director of marketing and advertising, described the potential for the video jukebox as an information-delivery system.

"Imagine Miller Brewing flashing an ad between videos just as a patron is walking up to the bar to order a beer," he said.

The vendors are also talking with McDonald's to put the video jukebox in franchises to help attract the elusive "tweens" age group, McFarlin said.

Ray Suarez, Vultron's executive vice president, said his company has the infrastructure in place to service kiosks nationwide.

The Sweet Smell OfÂ…

Attendees walking the floor of the Digital Store couldn't help but smell the fresh scent of oranges permeating the air. That scent was courtesy of ScentAir Technologies, which produces environmental scent systems for retail customers.

Forrest Fleming, ScentAir CEO, is still on a crusade to partner with kiosk manufacturers.

"Our system could so easily be incorporated into a kiosk design," he said, offering an example of a gas pump using a tasty aroma to pull customers into a c-store.

Fleming said ScentAir has not yet truly piqued the interest of the kiosk industry. "In a down cycle, it's hard. We're still in the early educational stage."

On Display

Display vendors were in full force at GlobalShop, with Pioneer Electronics leading the charge with the biggest booth. Pioneer's newest display panels feature an open architecture that allows them be customized for any application.

ProScreen Inc. exhibited holographic screens; Rainbow Displays offered 37 ½-inch LCD flat-panel screens; and Smart Technologies Inc. showed new touch-sensitive displays.

Display Werks used the show to launch its XC series flat-panel LCD displays. "XC stands for extended computer. It simplifies wiring of retail displays," said Martin Hamilton, vice president of business development.

He explained that displays are usually limited by a six-foot tether cord. The XC series allows any computer signal, such as video, touchscreen communication, audio, mouse and keyboard, to be transmitted up to 750 feet using Cat 5, standard network cable.

Said Hamilton, "This is really powerful for retail designers. They don't have to be worried about the safety of the PC."