[July 26, 2004] IMPART Shatters Advertising Model with In-Store Scented Commercials; Scent-Spritzer Video Mirror Brings Brands to Life for Consumers SEATTLE, Wash. --(Business Wire)-- July 26, 2004 -- IMPART, Inc., a leading full-service provider of dynamic media solutions, today announced the availability of a never-before-seen interactive advertising tool designed to entice buyers with on-demand fragrance and engaging branding at the point of purchase. The scented video mirror is a new offering that is part of the innovative Video Reflections(TM) product line. The Video Reflections(TM) advertising line includes a variety of creatively designed dynamic media mirror displays that include hidden smart card technology and speaker circuitry that run a single channel video on an LCD. The scented mirror product includes an on demand scent aura option in addition to a commercial. "Scented aura" is an advanced fragrance technology offering a dry air fragrance where only the molecules of the scent without the scent carrier (typically oil or alcohol) are dispensed. This enables a consumer to sample multiple scents without risk of the fragrance sticking to the body. IMPART Co-founder and President Laird Laabs confirmed the promise he believes the scented mirror and Video Reflections(TM) line holds for advertisers. "These products offer a break through in traditional advertising on multiple fronts: first and foremost they create a new advertising model for retailers enabling them to offer their vendors a commercial opportunity using in-store real estate. Second, it offers retail vendors an opportunity to interactively advertise and provide samples to consumers that are intrigued and ready to buy while providing a venue for ensuring that their product messages are consistent." Laabs added, "We also believe that product suppliers will find it considerably more cost effective to distribute fragrance samples using this approach rather than with in-store models that many consumers find offensive and can cost upwards of $200 per day." Ignaz Gorisheck, Neiman Marcus vice president of Visual Planning and Presentation confirmed, "The Video Reflections(TM) mirrors have exceeded our expectations as a selling tool by enhancing conversations and keeping the customer entertained when a clerk is busy completing a transaction. Our biggest advantage has been the interest from vendors who tell us they love investing their marketing dollars with a retailer that is leading the way with tools of the future." "We view the scented mirror as a new vertical market television network offering perfect demographics for particular products at the point-of-purchase," stated Carmine Santandrea, president and CEO of Scent Andrea, the company that collaborated on the development of this network. Santandrea explained, "The standard way of delivering fragrance at the point-of-purchase is expensive and invasive whereas the IMPART scented mirror entices buyers when they are interested and uses video technology to deliver a commercial that reinforces the sale. This type of advertising is experiential and targeted creating a network-style reach to buyers that have confirmed interest and asked to learn more." About IMPART Inc. IMPART, Inc., a privately held company headquartered in Seattle, WA, has gained a reputation as a leader and innovator in the emerging dynamic media industry. As an award-winning, full-service provider, IMPART delivers solutions for dynamic merchandising, digital signage and networked advertising and communications. Dynamic media solutions are communications networks comprised of plasma or LCD displays that deliver content from PC-based media players and can be offered in a wide variety of hardware configurations. Marketers use dynamic media to reinforce brand awareness and to deliver complex messages in a timely, engaging and entertaining format at the customer "point of decision" (POD). The Company's solutions are being showcased in innovative ways by its growing list of marquee clients. Additional information can be found at www.impartinc.com. [ Back To TMCnet.com's Homepage ]