Innovative infotainment with an advertising effect
“The national branding industry is also already showing a great deal of interest”
Since the end of 2008, almost all Deutsche EuroShop centers in Germany have had an additional, innovative highlight: flat info screens have been installed at locations within the centers with a steady flow of traffic, providing visitors with attractive adverts and entertainment. We make a continuous effort to offer our visitors an extraordinary shopping experience. For a long time, therefore, we have been analysing the market to find a digital signage solution that both meets our high aesthetic requirements and offers visitors, retailers and the branding industry true added value. We received decidedly positive feedback from visitors who participated in our extensive testing in the Alstertal-Einkaufszentrum in Hamburg and the Hessen-Center in Frankfurt.
With the subsequent installation of the flat screens in Deutsche EuroShop’s centers, we have now succeeded in emphasising the high-end nature of our centers, while at the same time providing visitors with an extra service. An average of 20 screens per center display attractive programming consisting of news, up-to-the-minute center information, varied entertainment content and interesting advertisements. There is, of course, no sound broadcast, in order to avoid any negative effect on the premium shopping atmosphere in the centers. The screens are all situated at locations where they will attract a lot of attention and their pleasing aesthetic and technical quality makes them a positive addition to the centers.
For the centers’ tenants in particular, the digital screens offer an excellent opportunity to attract visitors’ attention directly at the point of sale and to trigger impulse purchases. However, the national branding industry is also already showing a great deal of interest in this unique network of advertising space. Processing of booking enquiries is performed by one central office for all of the centers, making the process extremely simple, quick and convenient for companies wishing to advertise. In addition, advertising reservations can be tailored to individual requirements based on the fact that the screens are available nationally, whether it be a regional booking, a national booking or a booking relating only to certain centers. Particularly in conjunction with attractive promotions taking place in the centers, the advertisements are an ideal addition, e.g. in order to provide information about a market launch in advance and/or round out the launch with emotive images while visitors are in the center.