‘Smart glass’ might make you spend more
There are many depictions of a future in which we’ve mastered the art of manipulating the opacity of glass. Even in real life, sunglasses can adapt to the intensity of sunlight. So why, one might ask, can’t we have that in our homes, or at work?
The wait may soon be over. The tinted world of tomorrow is coming, and airports — minicities of steel, concrete and lots and lots of glass — are interested. In a test last fall, Dallas-Fort Worth International Airport outfitted one of its gates with a new type of “smart glass” that can adjust for sunlight exposure. The obvious point is to keep travelers from getting overheated— but the exercise also brought a more lucrative benefit.
The test was designed to see if the product, called View Dynamic Glass, might improve passenger satisfaction along a small stretch of terminal real estate — specifically, gate seating at A28 and a burger restaurant’s east-facing bar, one regularly torched by the Texas sun.
It turns out that a cooler, darker bar encourages an extra round or two. Alcohol sales soared 80 percent in October, compared with the same period in 2016, the installation of electrochromatic glass being the only difference. Alcohol contributed 17 percent of the restaurant’s total revenue in October 2017, compared with 9 percent the previous month and 8 percent in October 2016.
The lesson was clear for the
airport: Remove heat and glare from a glass-ensconced bar and people will dally longer, spending more.
For years, airport executives have analyzed the links between travelers’ impressions and their spending, with terminal “dwell time” the critical link: People tend to hustle through New York’s dreaded LaGuardia as rapidly as possible whle lingering in acclaimed venues such as those in Seoul, Singapore and Munich. Travelers who are relaxed after emerging from security tend to spend more money while waiting for their flights. As the fourthbusiest U.S. airport, DFW could benefit from this dynamic, its officials concluded.
“We definitely see the impact,” said Casey Norton, a DFW Airport spokesman. The restaurant had approached the airport about its lagging sales, he said, and “they hypothesized that it was too damn hot” for customers to stick around.
The glass used in Dallas is manufactured by View Inc., a 10-year-old Silicon Valley company. The technology is intended to reduce light by activating internal shading and, by extension, reducing the ambient temperature. It works somewhat like the windows on a Boeing 787 Dreamliner: a button to lower or raise opacity.
“We spend 90 percent of our time indoors,” said Rahul Bammi, View’s chief business officer. “The things that really matter are light, air quality, temperature and sound. We impact at least three of those in a positive way.”