Systemax Adds New Interactive Displays

By Alan Wolf -- TWICE, 1/24/2011

LAS VEGAS — Systemax is adding two new interactive end-cap displays to its Web-connected Retail 2.0 concept stores.

The merchandisers were developed by Systemax for AMD and Western Digital (WD). The AMD unit provides an interactive PC configurator that makes component recommendations based on in-store availability, while the WD unit features a touchscreen display and offers educational product videos.

Like previous interactive systems deployed within Systemax’s CompUSA and TigerDirect stores, the new merchandisers provide the company with customer data based on shoppers’ interaction with the units.

Marketing and strategic initiatives VP Lonny Paul said the displays are more productive than traditional end caps, which do little more than hold inventory.

The displays were rolled out to 25 percent of Systemax’s 46 U.S. and Canadian retail stores in December, and should be installed system-wide within the next two months.

Elsewhere, the company opened its first Tiger- Connect in-store mobile shop at its flagship Miami location, and has four more on the way, and will open its second Chicago-area TigerDirect.com store and call center later this quarter in Vernon Hills, Ill.