Crafting Engaging and Productive Digital Displays
Going bold with retail, modern stores are relying on cutting-edge cloud-based content management systems (CMS) to spruce up their LED displays and grab shoppers' attention. Implementing digital signage solutions isn't just a marketing tactic anymore; it's setting the stage for future collaborations with other consumer companies.
Roasters Market, a full-service gas station, coffee bar, and convenience store in Chickasha, OK, is a shining example. Owned by Lawson Holdings of Norman, OK, this place includes a drive-thru feature—a fresh concept for the company that's become a smashing hit and a blueprint for future locations.
Monitors to the Max
the project necessitated ground-up design and installation work. Coffman Media, the digital signage systems integrator, faced power requirements for the internal signage systems that needed upgrading. Jason Ault, Coffman Media co-founder and COO, directed a team that re-installed additional power and networking cabling to bring the systems up to speed.
"When we arrived, other trades had already wrapped up their tasks, but some power and network requirements needed enhancing," Ault explained. "We had to re-engineer the entire project setup to ensure power and data got installed, enabling us to complete the digital menu board installation."
Digital signage isn't just about flashy displays; it's about understanding the store's layout, high-traffic areas, and clientele preferences. The number of monitors used in stores like Chickasha's Roasters Market depends on factors such as store layout, anticipated traffic flow, and the appealing environment you want to create. Auctsaid, "If there's a coffee counter, that's always monitor-friendly, but you have to comprehend the initial traffic flow. In our experience, there's always going to be at least four displays used. But we've installed signage systems with as many as 10 displays in convenience stores."
Seeking the Perfect Display
Outdoors, Roasters Market opted for a drive-thru digital menu board system with 55-inch LG displays, complete with customer detection and a two-way headset system. Mounted on a drive-thru pedestal mount system provided by Palmer Digital Group, the system boasts a unique design that doesn't require custom enclosures due to the IP56 rating of the Samsung OHF displays used.
"Our pedestal and canopy systems are structurally sound systems that surpass the protective capabilities of simple enclosures," said Chuck Lewis, VP of Palmer Digital Group. "When a driver makes contact with our structures, the worst-case scenario is display damage—which can often remain in service until replacements arrive, thanks to quick swaps."
Cloud-Powered Messaging
Roasters Market's Chickasha location incorporated 43-inch and 50-inch LG displays synchronized via a cloud-based content management system called Signagelive. This software allows store employees to easily upload and change content, adjust message timings, and even account for the seasons and product offerings. The Signagelive platform also reduces perceived wait time for customers by displaying entertaining content.
Content managed via cloud-based systems like Signagelive is highly secure, with ISO 27001 certification, an international standard that ensures an organization's information security management system meets best practices. This is crucial for protecting against hacking, said Ault, "If your digital signage software and network aren't secure, there's all sorts of trouble you could stumble upon."
Through its digital signage system, Roasters Market can manage the content on its displays independently or synchronize them all to behave as one display. Coffman Media instructed the Roasters Market staff on how to update the menus through the Signagelive web portal.
"Everything can be pre-scheduled and dynamic," said Ault. "We've got triggers built-in for weather because Oklahoma is really seasonal. So, if it's cold out, they've got content that'll trigger when it's cold. If it's hot, there's content that'll trigger those temperature thresholds."
Meeting the Space's Needs
Mounts for the displays were installed by Crimson AV, with the Crimson AV in-line system featuring independent vertical and roll adjustments, unlimited lateral shift, and simple tilt adjustments. The displays were micro-adjusted in the corners to create the appearance of one large array.
"We sat down with Roasters Market to understand their goals from a digital signage viewpoint," said Will Bear, VP of sales and marketing at Crimson AV. "From there, we focused on the content and how it would be displayed. We decided to go with two sets of four displays, one landscape and the other, for another section of the store, in a portrait orientation."
Ault noted that Chickasha's location didn't have a great deal of real estate behind the counter without interfering with other elements, such as refrigerators and coffee machines. Mounting the displays from the ceiling worked best for both customers and employees.
Conquering the Last Mile
"The most challenging part of this project was coordinating the numerous trades," recalled Ault. "As the systems integration company for all digital signage, we're sort of the last mile player. If something doesn't happen upstream, it falls on us quickly. Therefore, we need to adapt on the fly or pick up where others left off because the site wasn't ready. It's our job to redesign the whole thing or simply carry on, avoiding delays and costs for the end user."
- The number of monitors in stores like Chickasha's Roasters Market is determined by factors such as layout, traffic flow, and desired ambiance, often ranging between at least four displays and up to ten in convenience stores.
- The outdoor digital menu board system at Roasters Market's drive-thru utilizes 55-inch LG displays, with customer detection and a two-way headset system, mounted on a drive-thru pedestal mount system provided by Palmer Digital Group.
- At Roasters Market in Chickasha, 43-inch and 50-inch LG displays are synchronized via a cloud-based content management system called Signagelive, which allows for easy content updates, dynamic messaging, and seasonal adjustments.
