1. Onscreen Digital Fact Tag

2. Onscreen Digital Fact Tag Inspiration
Qualitative Shopper Research
Key observations:
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Shoppers appeared uncomfortable bending over and squinting at fact tags.
Large screen real estate available through monitors and notebook screens at eye level was not being optimized.
Best practices:
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Shoppers responded positively to interactive interfaces that encouraged “play” via assets that held their attention
(e.g., short videos).
Shoppers responded most positively when presented with features that could improve their lives (e.g., Beats
Audio™).
Worst practices:
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Onscreen videos and interfaces that do not help differentiate the products or come across as ads for the retail chain.
Insufficient or no sensory stimuli (visual, audio) to capture shoppers’ attention and establish an emotional
connection.
Missing information from fact tags—especially differentiating features—that result in shoppers overlooking the
product.
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

3. Onscreen Digital Fact Tag Conept
Store Installable or Integrated App
• App to dynamically import core specs and content into fields within pre-set GUIs to provide rich
experiences.
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Content and graphical user interface will scale by segment to encourage maximum sales in high-end and premium price ranges.
Deploy by sending to store headquarters via file share service for installation via USB or by store support personnel where
possible; alternatively, include within software image.
• Core spec area populated by reading the BIOS and (using a translation table) displayed in shopperfriendly language.
• Disclaimers placed in section below.
• Product name and content populated by reading the platform (series) then applying an algorithm (i.e., if
Platform X 1.1, then “HP Pavilion dm4 Beats™ Edition”)
• Differentiating feature name and content imported based on platform as well (i.e., if Gable 1.1, then
Beats Audio™, HP CoolSense, Backlit keyboard…).
• App’s database includes:
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Four GUI options, one for each segment (HP, HP Pavilion, HP ENVY, HP Spectre)
Each product series’ customer-facing name, image, copy, and a video, plus translation tables mapping platform to series, and
series to GUI
Each differentiating feature’s icon/illustration, copy and video, plus a translation table mapping each to a series
A list of spec name descriptions and required disclaimers, plus a translation table mapping them to the system-provided names
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.