Application of Vertical Full-Screen Displays in Shopping Malls 1
In today’s retail environment, shopping malls are no longer just spaces for buying products; they have evolved into multi-functional lifestyle destinations. With the rise of digital technology, one of the most innovative tools enhancing mall experiences is the Vertical Full-Screen Display. These tall, sleek digital screens are strategically placed in entrances, corridors, atriums, and store fronts to deliver dynamic visual communication. Their large vertical design matches the natural human field of view and is particularly effective in environments where people are walking upright. This article explores a real-world case of Vertical Full-Screen Displays used in a shopping mall, highlighting their impact on customer engagement, advertising efficiency, and the overall shopping experience.
Enhancing Brand Visibility at Mall Entrances
One of the most successful applications of Vertical Full-Screen Displays is at mall entrances. A high-end shopping center in Shanghai, for example, installed multiple 75-inch vertical displays at its main doors. These screens showcase rotating advertisements from luxury brands, seasonal promotions, and mall events. Unlike static posters, the digital screens allow content to be updated instantly, ensuring relevance and timeliness.
Shoppers entering the mall are immediately greeted with vivid visuals that not only highlight current discounts but also reinforce the prestige of the brands showcased. The vertical orientation suits fashion campaigns perfectly, as models, clothing, and accessories can be displayed in full length. Compared to traditional billboards, the dynamic motion graphics on these displays attract more attention, increase dwell time, and improve ad recall. Retailers reported a noticeable increase in foot traffic to the stores advertised at the entrances, proving the effectiveness of this placement strategy.
Interactive Wayfinding and Customer Guidance
Another compelling case involves the use of Vertical Full-Screen Displays as digital wayfinding kiosks. A large shopping mall in Singapore integrated touch-enabled vertical screens in high-traffic areas such as corridors and food courts. These displays allow visitors to search for stores, locate restrooms, or browse restaurant menus. The tall vertical design fits more information without overwhelming users, making it easy to navigate.
The mall also utilized these screens to promote time-limited offers, such as “happy hour” deals in restaurants. The combination of utility (wayfinding) and promotion creates a seamless customer experience while maximizing the advertising value of the displays. Surveys conducted within the mall revealed that over 65% of visitors found the digital wayfinding more convenient than traditional printed maps. Additionally, retailers noticed that campaigns displayed on wayfinding kiosks generated higher customer engagement since the audience was already in a decision-making mindset.
Driving Engagement Through Seasonal Campaigns
Vertical Full-Screen Displays have also been highly effective in delivering seasonal marketing campaigns. During the Christmas season, a shopping center in Dubai installed several giant vertical displays in its atrium and central hall. These screens played festive animations, interactive countdowns to Christmas Day, and promotional videos from participating retailers. The large-scale visuals created a strong festive atmosphere that encouraged visitors to stay longer and spend more.
What made the campaign particularly successful was the use of interactive content. Visitors could scan QR codes displayed on the screens to participate in lucky draws, redeem digital coupons, or take part in mall-wide treasure hunts. This interactive element not only entertained visitors but also provided valuable customer data for future marketing. Retailers within the mall reported sales growth of up to 25% during the campaign compared to the previous year, highlighting the direct impact of digital signage on revenue.