The display, installed in the House of Fraser store on Oxford Street in London, features a line of Estee Lauder products for men. When an RFID-tagged product in the display is picked up, related video footage plays on screens embedded in the display, including recommendations for accompanying products. Each customer interaction, or impression, is recorded by the display’s software.

The software package, created by digital advertising company signagelive, enables Estee Lauder to track which items attract the most interest from customers, as well as how that initial interest carries through to the checkout counter.

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