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?
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leaving a comment below.
Source: Digital Signage Today
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