A Signagelive digital signage network has been chosen by skincare company Dermalogica to enhance its customer engagement to deliver a better retail experience and increase overall sales.
Dermalogica was founded in 1986 by skin therapist Jane Wurwand and acquired by Unilever in 2015, which prompted the move to streamline operations and update the brand’s messaging.
Dermalogica UK was already utilising digital signage in key retail stores for promotional activities, however the displays were not interconnected and had to be individually updated manually (via PPT and Dropbox).
As well as repurposing displays already installed in numerous stores across the UK, Dermalogica wanted to incorporate the latest smart signage displays and associated interactive applications in its newer stores to strengthen promotional activities and grow its “Hero” product range.
The company identified Signagelive as the preferred technology provider because of its global, secure cloud based platform as well as its hardware-agnostic capabilities.
The key project requirements included a centralised digital signage network to simplify digital marketing activities, enhance customer engagement, and make use of interactive applications to promote flagship products.
To date, the digital signage network comprises a combination of conventional displays, Samsung Smart displays (SSP 32in -E Range and SSP 48in models) and IAdea signboards (XDS-2170 and XDS 1078 models). All deployed displays are powered by Signagelive and have so far been installed in four locations, including Harvey Nichols in London and Edinburgh, Fabel onTottenham Court Road in London, and MK Centre in Milton Keynes.
Apart from displaying prescheduled content about Dermalogica skincare products, the digital signage network is also being used to raise awareness of its “Hero” product range via “Lift and Learn” applications to increase brand loyalty. Carefully chosen items are placed on small sensors (concealed inside retail counters) positioned in front of small, in-store displays. If an item is subsequently “lifted”, a trigger is activated to display detailed product information about that item on a corresponding display. Displays have also been installed at Dermalogica HQ in Leatherhead to display education information to students attending workshops, and to provide local information like traffic and weather.
Signagelive has provided Dermalogica with a reliable means to centrally manage its countrywide digital signage network, comprising multiple displays types, sizes and orientations, including Smart Signage displays.
Sinagelive’s hardware-agnostic capabilities means that Dermalogica can source displays from different vendors, or repurpose previously installed displays, to meet the exact requirements of its different retail outlets. Content is uploaded and stored on the Signagelive cloud platform, providing Dermalogica with a centralised repository for storage purposes, and eliminating the need for onsite servers at different locations, thus reducing overall installation costs.
So far the digital signage network has been rolled out to four UK locations, but Dermalogica expects the network to be rolled out to across the remaining 23 stores by the end of 2017.
A Dermalogica spokesperson commented: “From the outset Signagelive understood what we wanted to achieve and worked very closely with us to ensure our objectives were achieved. The software is easy to use and their reporting and Proof of Play module allows us to actively respond to the success of different campaigns in real time. Signagelive also gives us a rudimentary indication of in-store footfall, which is important for future planning.”