Jason Secret Garden - Digital Touchpoints

Develop an e-Commerce roadmap & provide CRM solutions for Jasons Food & Living at Hysan Place.

Planning & Execution

Opening its door in August 2012, Jasons Food & Living was one of Dairy Farm Group’s new brands. Designercity proposed a first in any supermarket, a Microsoft KINECT interactive wall designed to drive day-to-day sales at Jasons Food & Living by creating CRM solutions that included the distribution of special offer coupons, using technology and in line with Jasons marketing initiatives.

Jasons Secret Garden’, inspired by the Hanging Gardens Of Babylon, demonstrates the power of connected experience solutions. The TV wall plays a variety of surreal animations featuring a magical garden design, rainbow, rabbits and more. Microsoft KINECT detects movement of customers who intuitively interact. When special offers appear, customers use their QR readers to ‘catch’ the barcodes and redeem discounts at checkout. Animations change throughout the day. Designercity provided the total solution – a HK first – from concept to implementation, including software and hardware design and installation. The hardware consists of 6 digital panels, 3 PCs + 3 Kinect PCs & a centralized server.

Effectiveness / Results

There was an overwhelming response in the market; within the first two weeks of Jasons’ Food & Living launch, a record 10,000 QR codes were downloaded, received more than 60 pieces of coverage from various media outlets, generating more than HK$13m in advertising value – of which more than 50% was stemmed from the new interactive TV Wall concept. In the first two weeks following the launch, Jasons Interactive Wall also recorded more than 20,000 plays by visiting customers to successfully become one of key traffic & income generators in the store.

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