CircuitCity testing digital signage in store floors

I'm still not completely sold on floor-based digital signage, but CircuitCity seems bullish enough on the concept to give it a try. As Mediacaster Magazine tells us:

IntelliMats, LLC is launching pilot program with The Source By Circuit City to put digital video signage display mats in stores in the Toronto area.

IntelliMat is a patented, portable dynamic floor display that delivers digital advertising and informational messages - at the point of decision.

According to Steve Pappas, president of InterTAN, the pilot program will test consumer attraction to the mats in Canadian malls and the appropriate messages at the critical point of entry to the store. "We fully expect the mats will catch customers' attention as they approach the store, which is a key time to increase awareness of our products and services," Pappas said.

The IntelliMat is a wireless computer embedded in a thin mat made of a lightweight thermoplastic alloy. With four LCD screens, it creates a 30-inch diagonal display with full multi-media capability. Translation: lots of color, motion and sound from a high quality video display--right at your feet, right in the store and right at the point where purchase decisions are made. The engaging video display can be seen clearly from more than 10 feet away.

I can't say that my point of decision is precisely when I'm looking down at my feet while standing in front of the aisle of products I'm going to browse, but like other digital signage offerings IntelliMats attempts to engage the customer as close to the first moment of truth as possible. We'll certainly be curious to hear the results.