The consumer electronics industry grosses in excess of $200 billion a year in the U.S., with a seemingly unending profusion of technological advancements, evolution and choices. So vast is the onslaught of information and variety that even the most enthusiastic and engaged consumer is usually overwhelmed with confusion. The pace by which brands and models proliferate and are constantly updated and replaced by newer versions makes it nearly impossible for any manufacturer or retailer to adequately explain and demonstrate products features, and provide meaningful customer service.

While it is essential for growth, competitiveness and profitability for these companies to develop new technologies and new offerings, it has created a serious gap in what is available and what can be communicated clearly and comprehensively to consumers. This consumer/technology gap could conceivable impinge on a significant percentage of that $2B in potential sales and revenue, and RKS saw the need to address the growing problem.

The sheer magnitude of this industry, with all its diversification, markets, categories, sources and consumer applications required a very in-depth investigation of the industry as a whole, the key consumer segments, and consumer expectations. RKS delved into the consumer mindset through its proprietary Psycho-Aesthetics® methodology, to learn and clearly understand how the consumer perceives, resonates and embraces technology and change. As clarity in the consumers’ needs and aspirations developed, RKS researchers discovered the connections between the products, the shopping/decision-making processes, and the experience itself of interacting with the products.

Studies were conducted on stores and malls, including traffic flow, regional and demographic trends, and keen observation of consumer behavior in a variety of scenarios and environments. It was essential to create an experience that would attract and resonate with the very consumers who sought to discover and understand the latest technological equipment, products and gadgets. The design team knew they had to educate, entertain, and empower these potential customers.

The answer was an experience that embodied new technology itself, and was attractive, inspiring and easy to navigate. An interactive pavilion was the solution, offering a unique experience that would engage the consumer with an open architecture and a natural traffic flow, incorporating inviting seating, digital displays and intuitively accessed information. It shouldn’t be as complicated as the products it sought to simplify! Gizmo Live was the result of this research and design process, bringing people and technology together in an environment that is inviting, exciting and almost irresistible to the tech consumer. Composed of modular elements, Gizmo Live is highly transformable, able to shape-shift to accommodate a variety of environments and a diverse selection of products.

Offering detailed product information, hands-on interactivity and personal one-on-one demonstrations by knowledgeable Gizmo Gurus, accurate information is quickly conveyed and confusion dispelled. Brand co-habitation creates a more realistic and real-life experience, and consumer confidence is raised.

The partner brands featured within the Gizmo Live pavilion have the opportunity to consumer-test and rotate products, switch out different promotions, and even generate on-the-spot retail sales with POS functionality.

Reducing the mystery and confusion of the consumer electronics world will prevent the loss of an enormous amount of potential revenue, encouraging further development, innovation and economic growth for the country.