HP today announced that its technology is powering a new interactive, hands-on experience for shoppers and visitors at McCormick & Company’s new store that highlights the food brand’s global flavors.
McCormick World of Flavors, a 3,800-square-foot complex at the Baltimore Inner Harbor is part store and part tourist attraction. The destination plays a role in the burgeoning revival of the historic waterfront area and is designed to educate new generations about McCormick and its flavors.
McCormick has worked with 5thScreen Digital Services — HP’s integration partner for the project — to deploy 42-inch, touch-enabled HP digital signage displays and HP TouchSmart All-in-One PCs within the flagship store.
McCormick World of Flavors features five digital engagements, including the scent-based game “Guess That Spice,” and a 28-foot wall dedicated to McCormick’s rich past, and the history of spices and flavors. It also offers “FlavorPrint,” which allows consumers to determine their flavor profile, a cooking demonstration area where they can pick up culinary tips, and “Flavors in the Making,” a series of entertaining videos they can view to see how herbs and spices like saffron and cinnamon go from plants around the world to the table.
The interactive displays also demonstrate ways a brand can reward customer loyalty or offer sales incentives. After they test their smelling capabilities with Guess That Spice, visitors are dispensed a discount coupon they can use in the store.
“Telling the story of how McCormick has grown from a spice company to a global flavor company was an exciting challenge. HP touch displays enable us to tell our story to visitors in an immersive experience,” said Kathleen Haley, director, Corporate Brand and Communications, McCormick. “5thScreen Digital Services were integral partners in creating the content and look and feel of these environments, allowing customers to learn more and sample our brand in exciting new ways.”
“Capturing McCormick’s vision, we deployed HP’s technology in the five unique interactive zones to inspire the exploration of flavors,” said Keith Kelsen, chief executive officer, 5thScreen Digital Services. “We used digital media mapping storewide to create a seamless, natural experience that showcases McCormick’s history and its growing global breadth of its flavors.”
5thScreen Digital Services is a member of HP’s ecosystem of partners that deliver state-of-the-art customer engagement projects, such as the McCormick World of Flavors retail destination. Through its strong collaborations with diverse integrators, HP delivers the omnichannel experience, connecting customer touchpoints from websites to kiosks, traditional and mobile point of sales (POS) systems, and peripherals.
“The incorporation of interactive digital signage throughout McCormick World of Flavors helps create a unique customer experience that showcases the brand while entertaining and educating visitors,” said Richard Arnold, director, Marketing, Retail Solutions, HP.
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