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Digital Signage Innovation: BMW Installs Interactive Communication Kiosks in Italy Showrooms

Photo Credit: Digital Signage Today

BMW dealerships in Italy have recently gone all out in going digital.

With the help of digital signage industry players, the German brand has continued on to embody luxury by change paper point-of-sale displays with high-end interactive digital signage kiosks. BMW teamed up with multimedia designer Excogitare and the digital signage solutions friendlyway to carry out this innovation.

The new BMW digital communication system was strategically positioned in key dealership locations across Italy. This resulted to 100 installations of totems in the chosen showrooms. Each friendlyway kiosk features a dynamic digital content that aims to strengthen BMW’s branding proposition and engage prospective buyers during critical purchase decision points.

According to a representative of BMW’s Financial Services (FS), they had their eyes on innovating. And the friendlyway totem solution proposed by Excogitare is a sure fit to what they were aiming at which was described as “a robust and well designed unit that is easy to use and allows customers to get the information instantly.”  The digital solution now employed by BMW in their dealerships in Italy also has printed copies of brochures for customers.

Klaus Trox, CEO and founder of friendlyway said, “BMW FS asked for a ‘plug-and-play’ solution.” As a result, totems for the project were fitted with pre-installed software from the digital signage solutions company. Each unit only requires electrical connection and internet access to function as desired.

Alex Curti, networks and communications engineer of Excogitare, shed light to the functioning of the digital kiosks as he said: “The system is a mix interactive and one-way communication content.” He also adds that the totem is displaying information as a screen saver when not in use. But when customers stand in front, proximity sensors bring each kiosk to life and ready for use.

According to Trox, content used by BMW’s digital communication system makes use of content that are hosted as a service. Updating of content can be done remotely in a matter of minutes with utmost convenience allowing the Financial Services of BMW to offer fresh and relevant information to prospective buyers in real time and at a lower cost.

Are you also using in store digital signs in innovative ways?

Let us know of your technology by leaving a comment below.

Source: Digital Signage Today  

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