Thanks to Saville Audio Visual, quality fast food retailer, Tossed, now has over 50 LG webOS digital signage screens ranging from 32in to 65in used in both portrait and landscape settings.
The 65in portrait screens are used in-window for advertisements and promotions to capture customers’ attention with dynamic content/videos and some of the smaller screens are used in landscape format to show digital menus.
Tossed first opened its doors in Sheldon Square in 2005, and now has 14 outlets to choose from in central London. The aim was to create a new, healthy and exciting food experience for the UK market, that didn’t compromise on taste or portion size.
The brand is also present at two major shopping centre food court units and at selected Welcome Break service stations.
Using the Signagelive platform, Tossed is able to publish dynamic marketing content to the digital screens for displaying and updating menus and promoting both large and small-scale marketing campaigns.
Lisa Prisk, head of creative, Tossed, explains that Signagelive was chosen because the company’s franchise partner Welcome Break was already successfully using Signagelive in its stores.
Lisa also says: “We were previously using printed vinyl window graphics, which were expensive to install and time consuming to change. We wanted a faster, easier-to-update solution which also complimented our new in-store digital ordering technology.
“We compared the cost of installing printed graphics and the potential increase in sales from having the ability to update our marketing campaigns much more quickly and responsively.”
Some of the main pluses of the system highlighted by Tossed include quick response to technical enquiries and support, as well as the ability to schedule playlists for different times of the day, for different stores allowing the marketing to be very targeted.
Lisa says: “In particular, the ‘recurrence’ function allows us to advertise our daily ‘Half Price Half Hour’ promotion, tailored to the varying opening times of each store.”
As for challenges during the project, Lisa says: “We spent a long time trying to work out how to display videos well on the screens, as they were displaying in garish colours. Signagelive and Saville, the screen suppliers, both spent a lot of time trying to work out how to fix the issue. Eventually we discovered the screens themselves had a display setting which solved the colour issue.”
So now the system is up and running, what are the business benefits?
Lisa says: “We are able to promote offers at specific times and in a very quick turnaround time, helping to boost sales in slower parts of the day and in targeted stores. We’ve seen improved uptake of marketing campaigns and offers when marketed on digital screens compared with our vinyl graphics and using the screens in windows of new, soon-to-open stores is fantastic for generating interest in the new store and ensuring a really busy opening day.”
As for advantages in terms of the Signagelive platform, Tossed likes the ability to update marketing campaigns more or less instantly and to display various content, rather than just one fixed printed graphic. The company can also remotely control and update the menus when necessary and also schedule menus for different times of the day so they automatically switch over.
John Andrews CTS, technical sales manager, Saville Audio Visual, is also positive on the attributes of the hardware and software partnership: “As an integrator, the LG System on Chip Screens utilising the Signagelive platform are great to install. The programming is very simple and can be done off site. When installation takes place on the clients site, no separate signage player is required; connect them to the network and plug in the power and away you go. Content can be created using the Signagelive portal from any web connected device, so content can be delivered quickly to the screens once installation has been completed.”
Jason Cremins, CEO, Signagelive, adds: “The combination of LG webOS displays and Signagelive is a compelling proposition for Tossed, who wanted the advantages of a digital menu board to attract and inform customers, but did not want the cost and hassle associated with separate displays and media players.
In addition, our ability to deliver layered image, video and HTML5 content allows high quality visuals to be combined with dynamic product and price updates from Point of Sale systems or even just a spreadsheet.”