인터렉티브 P.O.P 광고 시스템 디자인 연구

The development of the digital media has brought a lot of changes in the marketing field. Especially the digital Interactive P.O.P advertisement leads a customer's movement through its light and sound, and have customers immersed on commodity information by providing the personalized information to each customer. Receiving unexpected information arouses the customers' interests on a commodity, and is followed by a purchasing act based on the computer's recommendation. This study defines a new kind of digital technology converts a traditional static P.O.P advertisement into a dynamic interactive one. The technical problem and its solution of a newly developed interactive POP advertisement system are suggested here after demonstrating the system in an actual shop to check the kind of interaction between the customers and the commodity. The colorful clothing brand, "Benetton" was chosen as an object of this study. When the customers entered the shop, the POP system with a CCD camera analyzed each customer's outfit and recommended new clothes. The judgment on this system's success was made based on a purchasing rate and a trial rate of the recommended commodity. The technical success was focused on a response speed of a camera tracking.