ABSTRACT
This chapter looks at a sample of the project description section of an actual proposal for a shoe company that was very conservative and wanted to change their interactive Laser Disc point-of-purchase program. Ferguson has been a pioneer in point-of-sale (POS) interactive systems. Customers' lifestyles change, their buying habits change, their footwear requirements keep up with the world that is changing around them. Wingtips, the classic business shoe, have been joined by more fashionable styles as customers' awareness of the world of business fashion has accelerated. To meet the expanding office fashion and lifestyle markets, Ferguson has added new styles and a new look to the classic elegance that has made the Ferguson name synonymous with high quality. The POS screens and video segments presented in the interactive kiosk must reflect the new direction while maintaining the classic Ferguson image. Any video images will be a poor second to the first hand experience of a fine shoe.
