Switchable Technology and Projection

Improving your customer journey

Switchable technology in The Wooden Shoe Factory in Volendam, Netherlands being used for projection and privacy

Your customer’s experience should be as high on your list of priorities as your products, service or brand. It is well known that the customer journey is a very important aspect of sales; when managed well, it can help secure a sale or encourage repeat business. Investment in your customer’s experience is therefore a worthy cause for attention, allowing you to offer your customers a premium service from the moment they enter your premises to the moment they open or use their purchase.

A variety of technological sales tools can be used to help improve this experience and as the market for technology-based merchandising is continuously improving, it is important that you stay ahead of your competition. A fantastic way to remain competitive is investment in such technological solutions, which could not only affect your customer’s experience, but it may also encourage them to talk about your store to friends and on social media. As reason dictates, the more creative and impressive the solution, the more likely the customer is to help promote you.

With the huge recent decline in brick and mortar retail, the opening for new and innovative digital retail solutions has never been so vast. While retail giants, like Harrods and Selfridges, have put the addition of Pro Display screen technology at the forefront of their customer experience to stay ahead of the market, other businesses are also taking note, like The Wooden Shoe Factory in Volendam, Netherlands.

The city of Volendam is visited by almost 1.5 million tourists per year in search of locals in traditional costume. This interest draws the tourists to the port, home to The Wooden Shoe Factory, a small souvenir shop specialising in the sale of wooden clogs and Volendam Costume. This quaint tourist attraction also houses a clog museum that presents a very clever use of our switchable technology. The museum features a traditional clog making workshop, with authentic machinery, sitting behind a near 2.5 meter wide panel of our Switchable Glass Projection Screen. The versatile panel doubled up as a high definition rear projection screen, creating an engaging display for museum visitors.

Switchable partition switched on, revealing the authentic Dutch Clog making workshop behind

Alongside our reseller Showtheme, we made it possible for The Wooden Shoe Factory to create more than just a standard display, turning their museum into something more memorable and interesting for customers to see. Together our technologies transformed the attraction, giving it more meaning, at the flick of a switch the lights were dimmed and a projection of the clog making process was shown, adding context to the display in a more modern and exciting way.

Tom Claessen from Showtheme said “The effect of the glass instantly turning from a normal transparent window into a real projection screen keeps amazing visitors. The huge glass plate was very well packed and passed the journey from the UK to the Netherlands without any damage, also the installation was very easy both the physical part as well the electrical part.”

Our range of switchable technologies provides endless possibilities for customer experience application. For example our Switchable Film, which can be applied to any existing window surface, can be used to create a dramatic product reveal.

Customers enjoying Switchable projection as part of their customer experience in The Wooden Shoe Factory in Volendam, Netherlands



The Pro Display Group offers a solid range of products that will excite your customers. In addition to the product mentioned in this article, there is a wealth of information about our product options available to you on our Pro Display or Intelligent Glass websites. If you have some ideas about how you would like to integrate our technology into your displays, please get in touch using the form below, or call us on +44 (0)1226 740 663.


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