Digital Signage in Retail – Content Driven by Strategy
Hardware is only the start
There has been a major investment in Digital Signage hardware and software solutions by Retailers. The major challenges faced by retailers are screens not displaying focussed content based on a solid content strategy, and the content on display not being created to focus on that strategy.
The fact is that customers who arrive at your store have already decided what they’re going to buy. With digital signage, you have the ability to remind them of additional things they might need and promotions they might be interested in and in the process, increase their basket size by 8% on average.
In a study conducted in Sweden, 71 % of the surveyed customers said they felt advertising on digital signage stood out more than online ads, and 46 % said they were more prominent than even television ads.
Shopper Profile & Objectives
One Digital Media specialises in developing objective driven content strategies based on relevant sales data and analysis of a specific outlet’s shopper profile, overlaying the Retailers objectives and co-designing a digital signage content strategy to meet those objectives.
Our in-house design team, with 30 years of content creation and animation between them, then create content for the digital displays in-store.
Why is it so effective
Our eyes are equipped with magnocellular cells that detect movement in our periphery. In evolutionary terms, this helps us spot danger before it’s too late. Animated advertising takes advantage of this by involuntarily capturing our attention and activates an eye movement towards products that are irregular purchase items or add-ons and promotions.
In efforts to increase the basket size of shoppers at the store, we did the following at a supermarket in Kwa-Zulu Natal: Supplied media players and set up a communication network. With the help of store management, we identified two Hot Meal Replacement lines to promote. To accurately test our solution, we wanted to use lines not currently promoted anywhere else The ODM design team created two new promotions: Fish & Chip Combo and Whole Grilled Chicken and set them to run for 6 weeks.
The client's team provided sales data for the 2 lines for a 4-week period prior to the ODM installation, and a 6-week period after the installation. The results; a noteworthy increase across the board
ODM provides dynamic, easy-to-use, cost-effective and engaging technology that can increase your basket size by
“It’s important for us to be part of our client’s growth. We don’t want to end up in a situation where investment in digital signage is deemed to be wasteful “
- Attracting the attention of your customer
- Alerting people to related deals in other aisles
- Reminding customers of line items
- Managing and changing content easily
says Jon Livingston, ODM Head of Design Studio.
“The real success is when hours of collaboration and strategising lead to great looking content which leads to an increase in revenue for retailer“
The Future of Digital Out Of Home Marketing
One Digital Media integrates with LG System-on-Chip technology
The hardware explained
The LG System On Chip (SoC) display is an all-in-one Digital Signage display that includes a media player inside the display housing. This configuration means reduced cost not only for the media player and display but also simplifies installation costs. SoC provides a smaller installation footprint as less cabling and man-hours are required for installation. A clean and neat installation is a direct result of using SoC.
Software & Content
The LG SoC runs webOS Signage which is a web-based platform for the display of HTML5 and CSS content. One Digital Media has developed our Arcus player to take advantage of the LG SoC display. The ODM Arcus software allows a user to schedule layered content that can be displayed in various regions of the screen. The Arcus software stores all schedules and content locally on the display, so even if connectivity is lost, the player will continue to display its last known content and schedule.
Integration with LG SoC allows the end user to be sure that the hardware purchased from LG or ODM will work correctly with ODM's Arcus Digital Signage Platform without the need for special hardware testing taking place.
- Easy installation.
- Simple and efficient setup installation.
- On-site configuration.
- Solid state hardware.
- Easy operation with remote control.
ODM and our partners have installed more than 450 LG System-on-Chip displays in upwards of 150 individual sites across South Africa and Africa. The Internal and External Operations Teams at ODM have been trained to implement and support the technology in the field and has been actively supporting it for the last 2 years. As legacy hardware reaches the end of its lifespan, more and more owners and operators are choosing the LG displays with ODM’s Arcus software as a replacement solution.
Frans de Jager, head of Technology Development at ODM: ” SoC is the future of DOOH advertising. The technology makes for easy installation, easy operation and peace of mind for end users as there is no external media device with fans and hard drives which wear out “
Indoor LED Marketing Displays
Decreasing costs, better quality hardware and changes in customer expectations are driving change in the retail environment. Also, marketers want more! More flexibility, and more client engagement.
Everywhere from shopping malls, to corporate head office foyers and retail stores are embracing Indoor LED Marketing Displays. And why wouldn’t they? They have a much higher impact than traditional channels, save time and increase operational flexibility. And they don’t cost an arm and a leg anymore.
Say no to low definition
Long gone are the days of basic text or numbering being associated with LED displays. Technological innovation has resulted in LED tiles being produced in ever decreasing pixel-pitch configurations. Simply put, this means a higher definition. Marketers can display full HD video content on the LED displays, creating a fully immersive display. The tiles are produced in such a way, that it appears seamless from the optimal viewing distance and angle.
Fast, flexible and dynamic
Marketing campaigns have become much more sophisticated & focussed, making direct-view LED displays the hardware of choice to attract shoppers and engage with clients in store. The technology offers more bang for marketing buck; a single solution can identify a brand, promote an item or service and inform the target audience with a well-planned content scheduling strategy. A marketer who knows when a specific audience is likely to be in proximity to the display can have custom created messages scheduled to reach them.
Direct-view LED display manufacturers have been producing individual LED tiles, for a while now. Depending on the available space, the desired marketing objective and budget allocated to a project, a customised solution is relatively simple to develop.
Long lasting and easy to service
If procured from a trusted source, the hardware is very durable. The average lifespan of direct view LED displays is longer than that of traditional LCD or LED backlit displays. In terms of serviceability, the modular construction of the tiles allows individual components to be replaced and serviced.
It’s the watchword of our time. Engagement. We are all looking for better marketing engagement. How do direct-view LED displays improve this key factor in modern marketing?
They are bright, and they display movement. Why is this a factor?
Our eyes detect colour, shape, texture, and detail really well when we are directly gazing at something. The magno cells in our retina are weak at detecting these features in our periphery, in favour of a strong ability to detect motion (to helping us spot danger before it’s too late).
In the last few months, One Digital Media has procured and installed direct-view LED Marketing displays in a number of locations ranging from bank foyers, speciality retail shopfloors and shopping centre kiosks.
One Digital Media is the leading supplier of digital signage solutions, including LED displays, in Africa. We offer full turnkey solutions from solution specification, procurement, installation, content creations and strategy to after-sales service.
Menu boards transformed
Menu boards, which play a pivotal role in the consumer menu selection process in quick service restaurants (QSR), have evolved in leaps and bounds over the past 15 years. Not only has the food offering changed dramatically, but so has the display mechanism of the edible options.
In recent years, menu offerings have shifted to healthier and fresher options and the need for smaller-bite size on-the-go solutions, that are affordable tummy fillers. In tandem with this has been how the options are visually displayed and communicated on the menu boards.
“As tech has become increasingly advanced, menu boards have changed significantly and many QSR brands have already shifted to using the digital option,“ comments Andrew Ridl, CEO of One Digital Media (ODM). “The days of the static, bulky, backlit menu boards are numbered as they are continually replaced with high definition images, animations and videos on LED SOC (system on chip) Screens.
“Some brands are even incorporating touch screen ordering points to enhance the speed of service and the overall customer experience,” says Ridl. “Initially this was a novelty and only pilot stores were experimenting with touch screen self-service terminals – now these are the norm in most first world countries. For example, take Shake Shack in Manhattan who are using technological innovation to dominate the better-burger segment, by focussing on the customer experience and reducing the time spent to order and receive a fantastic meal.”
“Today’s customers already incorporate technology into all aspects of their lives from mobile phones and tablets, to flat-screen TVs and voice-activated home assistants. Consumers have come to expect a digital experience, and the last thing a restaurant operator wants to do is create the impression that their business is old, tired and living in the past.”
Ridl highlights the fact that a digital menu board offers the opportunity to deliver a brand’s message in new and exciting ways and emphasises the different uses. “Static boards are there to simply display menu items while digital menus are there to tell a story and enhance the overall design of a restaurant. In addition, digital menu boards help customers make decisions faster and more accurately, while reducing order and wait times.”
Most restaurant chains require a quick response time for the content changes carried on the menu boards to occur, especially when it pertains to aspects involving price, promotions, seasonal products and specials. The process of updating printed or back lit menus is much slower and more expensive than with a digital format. For example, instead of the menu boards being sent to print, then being delivered to each store, and then being put up, they can now simply be uploaded directly to the stores nationwide from one central point. By eliminating both print and delivery costs, large savings in marketing funds and time occurs in the long run.
Recently there has also been a shift from using multiple screens that show as much content as possible, to using fewer screens with more strategic and impactful animated content. “Not only is this more cost effective for the brand but is also less overwhelming for the customer,” comments Ridl. The time has come to use fewer screens with targeted content so that a specific product can be pushed to customers more effectively.
A study by AT Kearney Omnichannel shopping preference, confirms that ‘real time retailing’ is the digital buzzword and 74% of Customers say that the ease of reading a menu is top priority in their shopping experience. The study also confirms that technology is a crucial part of the customer’s buying experience and as a result of instore digital interaction, retailers enjoy 46% in customer satisfaction and 32.8% in repeat buyers.
Digital menus also provide an enormous opportunity when it comes to upselling. It’s no longer necessary to ask a customer…”would you like a drink?” or “would you like a meal?” because now it all appears right in front of them. Also, with the high definition displays available, the items look more enticing and appetising, which further prompts a positive purchase decision.
A case in point occurred in 2010 when Burger King deployed digital menu boards across London and Birmingham locations, which resulted in a 64% increase in sales in just 12 months. Based on this success, when Burger King launched their global new store concept called 20/20, that was first trialed in Mexico in 2016, the modern industrial store design switched all menus to digital menu boards elevating the overall customer experience.
Proving that digital done right with menu boards can be extremely effective, sees Ridl highlight the following benefits:
- Can increase the visual influence of the menu and create appetite appeal.
- Allows brands to strategically push a certain product by having it pop up continuously or making it larger than the other menu items.
- Out of stock items can immediately be removed to avoid customer irritation and disappointment before the customer ’s selection time
- Products that are only served at specific times of the day i.e. breakfast; lunch and dinner can be set to automatically change throughout the operating hours. For example, Starbucks (who own the breakfast market in Chicago) recently announced that they are using digital menu boards to boost their afternoon trade.
- Digital can assist with upsizing and upselling suggestions that will increase the average transaction value which is a priority for all QSR operators.
“Today’s content options are endless. For example, coffee can be displayed more prominently if temperatures plummet, or small easy to eat meals can be highlighted during the week when short lunch sessions are necessary for a business clientele, and on weekends families can be the focus with value share deals,” says Ridl
A well-defined Content Strategy & dynamic Content: The key to Digital Signage success
Key service offering
Content has been a key service offering since the inception of ODM. We have for years been collaborating with big brands like SPAR, KFC, Cell C and Woolworths and their agencies, proving that our small team of designers and animators is effective, agile and innovative.
Design, animation and how they fit together.
Design; the conceptualising of an idea, fleshing out client needs and translating that into picture, from a digital signage perspective, used for visual communication or problem-solving. Animation is taking that picture and making it come to life. Marrying design and animation is the logical route to follow if you’re considering a digital signage network. Animation; enables you to draw attention to different aspects of your design, be it through subtle animation effects like slight pulsing of words, or full-flash-big-bang animation - it all depends on what best matches the client marketing objective.
How do we keep getting it so right?
We listen to what our clients envisage and build on this. Often clients know they should go digital, but struggle to put their ideas into words and from there into a design or animated design – that’s where we fit in. For the complete digital newbie, we fit in with their marketing plan based on their client analysis and segmentation and develop a strategy to fit their needs.
With existing clients, we’ve already built the relationship with them over the years and have learned to evolve our service offering, as their marketing objectives evolve. Keeping pace with them every step of the way.
We make customer service our first priority
We pride ourselves on quick turnaround times and exceptional animation work. Customer centricity is very important to us. Our quick turnaround times define us. We have a design team with more than 20 years’ experience in the field and our studio rates are definitely competitive and flexible.
This will save you time, and money!
If you have the luxury of having your own design team at your beck and call, have them do the initial design work. Always supply uncropped high-resolution images. Supplying open files in layered artwork for animation will keep your costs down as the animators will spend less time working on the files if they can extract and animate directly.
The passion for creation, driven by an understanding of goals shared objectives
“We get huge satisfaction when we see the smiles on our clients faces once the content we have worked on goes live. It’s the culmination of a creative process that starts with spending time with our clients; in their boardroom, on the shop floor or in their restaurants. We live the brand, we do our utmost to understand the objectives of their digital media strategy and work tirelessly to ensure the content on the screens helps them meet their objectives“ says Jason Thorold, Head of Internal Services at One Digital Media.
In-store digital signage influences the customer journey
“In recent years in-store digital signage has evolved at high-speed and further innovations and
advancements will continue to fuel this technology evolution in the retail space,
“In recent years in-store digital signage has evolved at high-speed and further innovations and advancements will continue to fuel this technology evolution in the retail space,” says Andrew Ridl, CEO of One Digital Media (ODM), the largest supplier of Digital Signage networks in Africa.
“Not only has technology improved and advanced dramatically, but it is has become more affordable, thus making it accessible to smaller brands”, adds Ridl. “Nowadays technology should be integrated into store design, and effective and relevant content should be used to enhance the customer journey.”
Digital Signage hardware devices such as LED screens of various sizes that can be linked to create one big screen, as well as LED billboards and interactive touch screens, have become ever more effective with relevant and focused content. The digital content displayed on these screens has become the real success factor in the digital in-store gambit. Whilst Digital Signage replaces print, the flexibility and speed at which digital content can be changed is what makes this one of the most powerful tools in a retailer’s marketing arsenal.
Through animations, videos, and interactive applications, the shopper’s in-store journey can be enhanced when relevant promotions, products and prices are advertised and highlighted. By leveraging meaningful digital site-specific interventions with the consumer, through the use of the various hardware applications and digital content, pain points can be deleted and high points maximised during the in-store journey. The result of a customer’s meaningful in-store experience
will lead to a re-visit, which is every retailer's desire.
Whilst messages about product and price will always remain important, other aspects such as ingredients, source information, health, food safety and environmental responsibility will continue
to grow and occupy important retail digital content space.
“When working with specific clients such as SPAR, we have designed a unique in-store digital
strategy where we are able to identify areas where meaningful digital interruptions can take place
per store. These are categorised into three regions - Staff & Customer Interaction i.e. Customer
Service Kiosk; Customer Pause Moments i.e. wine and bakery sections; and Customer Dwell Time i.e.
Deli. It is here that we implement our digital screen position strategy, in accordance with the client’s
marketing strategy, to grab maximum attention and effectively drive conversation.
“A company that has taken their Digital Signage experience to the next level is Woolworths at their
store in the Mall of Africa,” says Ridl. “Here we used a total of 13 different digital signage
communication points, that ranged from Video Walls to large format LED Displays. When walking
past the store your attention is immediately drawn to one of these points which is a large 5m x 2m
LED display inside.”.
Woolworths offers a unique shopping experience and is the only retailer in South Africa that has
fashion, food, beauty and homeware under their own brand. “We’ve created a digital platform
through our in-store digital network in over 196 stores countrywide (including three NOW NOW
stores in Cape Town. The newly launched Woolworths on-the-go concept), where the brand’s core
values of quality, integrity, style, innovation and sustainability, as well as the promise of offering high
quality and exceptional value, are emphasised.
Not only do digital signage screens assist with creating an enjoyable, more efficient and productive
customer experience in-store, they also assist in saving print costs and reducing a company’s
Amongst key marketing and retail gurus, it is understood that 2017/8 will become the period of
change when retailers stop primarily selling products and instead start selling services, solutions and
stellar shopping experiences. This is when the digital content on the screens will start changing and
the emotional connection with shoppers will be deepened.
African Continent Media, channel partner to One Digital Media in Africa
African Continent Media, channel partner to One Digital Media in Africa, the evolution of digital signage on the African continent.
Who is ACM?
African Continent Media (ACM) is a Digital Signage Agency specialising in solutions tailored to the Fast Food, Banking, Services and Retail industries with specific operational interests across the African Continent. ACM is the exclusive partner of One Digital Media (ODM SA), the largest Digital Signage Agency in Africa, and has been contracted to manage all projects outside of South Africa. The relationship is a strategic one, where they are positioning themselves as Africa’s preferred digital display partner. This was necessitated by an increased demand for digital content throughout Africa and is backed by more than 15 years of experience in the digital display arena.
The origins and heavyweight backing
ACM was established in January 2015 to offer clients in Africa excellent service and support, at fair and reasonable prices. ACM’s structure ensures in-country partners are trained to be hardware, software, support and customer service specialists, within their respective geographies. Training is ongoing, physical and virtual (online), and supply partnerships facilitate their ability to offer first-rate service and quality at reasonable and acceptable price levels.
The advantages of working with ACM to the business owner in running operations in Africa
The advantages to the business owner are self-explanatory from a cost and service point of view, however, the other advantages are those that typically come from a digital environment over a print/static one. Flexibility, speed, accuracy, adaptability, engagement, efficiency, control and cost of their communication initiatives.
Support services and warranty offering for operational efficiency
Through service level agreements, ACM offers 3-year warranties (backed by the OEM’s) on all hardware. For immediate operational assistance, a 24-hour support line for any technical and software related support requirements is available. In-country operational partners are available to be on-site within 24 hours, when necessary, failing remote resolution of issues.
The challenges faced and the opportunities available
Operating in Africa offers a unique set of challenges, but these are however far outweighed by the opportunities. How does ACM identify and seize these opportunities?
Neil Pattrick (Director) of ACM states “Our In-Country partners are our client’s business partners, on their digital journey. They are hardware technicians, software developers and marketing specialists who constantly ensure that our clients extract real value from their digital platforms. They are our clients “digital custodians”.
“Find great partners, invest in training and support them. Build their entrepreneurial capabilities and help them become great business people” continues Pattrick.
To learn more about ACM, please follow the link below
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Innovation, collaboration and building partnerships
Digital signage professionals at One Digital Media work with store designers, architects and builders to deliver dynamic, targeted messages to specific audiences in support our client’s marketing strategies.
The origins of the company lay in identifying the client journey through a store, restaurant or mall, finding the correct message to convey in keeping with the overall marketing strategy and delivering that message in a dynamic, flexible and impactful way.
We offer a wide range of digital signage solutions, including our own proprietary software, that enable retailers and store owners to create a truly compelling in-store shopping experience.
Small beginnings that led to a store design revolution.
Looking at malls like Mall of Africa, Table Bay Mall, Gateway, Galleria & Canal Walk, store design and digital marketing platform synergy is amazing. It is difficult to find a retail, commercial or Quick Service Restaurant location without digital signage or digital menu board solutions installed. Overdoing it is easy. Lumping mountains of technology in a retail space does not a good design make.
It’s about innovation, collaboration and building partnerships:
Years of experience gained whilst working with the biggest brands in retail and QSR sectors allows us to work with prospective client’s marketing teams and store designers to offer advice on digital marketing solutions, store design and the content strategy. Our Product Development and Operations teams then work together with store designers and builders to ensure that the marketing objectives are met while making sure crucial operational considerations form part of the design.
Digital signage solutions in-store are strategically placed to make clients aware of current promotions, provide customer information regarding goods, services and general news about our clients, their brands, and the environment, keeping their customers informed and making their shopping experience a memorable one. But that’s only one part of the solution;
Andrew Ridl, CEO at One Digital Media: “We offer a range of services to our clients to help manage and maintain their digital signage networks”:
- Store design collaboration; solution specification, design collaboration and 3D modelling
- Content creation and animation; Our in-house team of designers have a unique insight into the technology we offer, our client’s needs and how to create the content
- Scheduling services; our dedicated team of content schedulers ensure the right media is played at the right time in the right outlets. Changes to on-screen content to cater for different market segments are possible due to the flexibility of the system
- HelpDesk services; we have a team of experienced and knowledgeable HelpDesk technicians available by phone, e-mail or direct log-in to offer advice and troubleshooting assistance.
- Field Services; with a network of installation teams and maintenance technicians we offer a nationwide footprint of back up services to ensure the digital solutions we provide are maintained to operate at optimal levels.
- · Business intelligence; makes use of a suite of business analytics tools to deliver insights throughout an organization. The system can connect to multiple data sources to drive ad-hoc analysis. Data sources include databases, spreadsheets, and online services. Many of these are constantly updated throughout the day, week or year.
“For us, design does not end with the physical build. We design services process’ with a focus on solving our client’s digital signage requirements“ Adds Ridl.
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Why run a Digital Signage Network on Linux OS?
From the most powerful supercomputers to self-driving cars, Smart Phones and TV's, Linux is the number one choice of Operating System that drives our digital world, so why not use it for your Digital Signage?
With its Open Source nature, Linux gives One Digital Media the ability to finely tune all aspects of their Digital Signage media players. We are able to remove all but the most important components, leaving a small secure footprint that is able to run on low cost, low powered hardware, yet still, deliver high-performance Full HD video playback.
With all but the most important parts of the software stack removed, the attack vector on the One Digital Media players is greatly reduced. There is no need to run anti-virus software, and updates are automatically handled in the background, resulting in a display that is never interrupted with pop-up notifications or requests to reboot the display to perform an update.
With Linux, One Digital Media is also able to ensure that should there be a loss of power or any other such interruption which causes the player to restart, the display software will automatically start back up and begin playback in seconds with no interaction from the user.
The built inbuilt-in set of remote management tools, in combination with One Digital Media, developed software and, Linux provides us with all the power we need to remotely diagnose and resolve issues, all without ever interrupting the display. Our dedicated support teams are able to remotely* send commands to the device to reboot, restart the player, or they can directly connect to it and see exactly what is happening on the device.
While remotely connected, we are able to get a detailed analysis of what is happening on the player, what has happened in the past - such as power interruptions - and determine any potential network issues or display issues that may be occurring.
* As long as network connectivity is available
Why run a Digital Signage Network on One Digital Media's SWARM software?
Ease of use
The One Digital Media SWARM software has been designed with simplicity in mind, for use by all parties, whether they are One Digital Media employees, clients or resellers.
Using a cloud-based infrastructure, One Digital Media is able to offer clients quick and easy access to their Digital Signage network without the need to install anything on their own networks or computers. Clients can simply log into the One Digital Media Content Management System from any web browser on any computer and upload and schedule media to their Digital Signage players.
The CMS interface has been designed to be as straightforward as possible for new users to get up and running on.
As more and more devices and solutions take to the internet, bandwidth becomes more of a concern. If it is not for the cost of the bandwidth, then it is for the amount of bandwidth used by devices.
One Digital Media's SWARM software takes this into account from the get-go. Using a custom binary communication protocol, we try to keep the amount of data we send across a network to a minimum. The SWARM software uses a built-in edge caching mechanism on a device we dub a Smart Station or Smart Player which ensures that large video files are only downloaded once over the internet, and then stored locally within the local network where they can be more easily re-distributed without incurring further costs of having to re-download the content for each Digital Signage display.
In addition to caching the media on the local network, each player keeps a copy of its own media and plays back the media from the local storage. This not only avoids costly streaming of videos but ensures that should the Digital Signage display lose connectivity to the internet, it is still able to access its local media and continue playing without interruption.
Once the media has reached its end of life and no longer exists in an active playlist, the files are kept in the local storage for up to 1.5 months, ensuring that should it be needed again during that period, it will not need to be re-downloaded. After 1.5 months, the file is removed to free up space for new content.
Locally Developed. Proudly South African
The One Digital Media SWARM software is internally developed by a team of 3 developers who are actively involved with working with other departments to improve the software. Because One Digital Media provide the full stack of services, from content production to scheduling, to on-site support, the software development team at One Digital Media are exposed to the many challenges faced by different people in the support of a Digital Signage network.
“Other competing software is often designed and developed within the realm of just providing the software license for operating a Digital Signage network, and the developers are never involved directly with the scheduling, reporting or support of large-scale networks. This leads to software that does not scale well for your business as your Digital Signage network grows “says Ross Simpson, Chief Technical Officer at One Digital Media.
As a testament to this, One Digital Media supports a network of over 3000 venues and 12000 players with only 3 scheduling staff and 4 support staff.
Being internally developed also allows us to more easily adapt to the local needs of clients and add in new features as required. We are also not acting as a middleman sales channel, so are able to keep our license costs for our Digital Signage software low.
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Help Desk services are like insurance or medical aid, you hope you never need it but it’s important to have it.
Making a sale is only the start. Supplying hardware and software is the simple part of providing digital signage solutions.
What happens next is important;
Our team of dynamic Help Desk professionals focuses on client service, striving to resolve our client’s technical issues. Our aim is to meet and exceed client expectations. We are a technology company, but we are also a services company and as such, we aim to cultivate long term mutually beneficial relationships.
This team faces special challenges that differ from other customer service functions. Finding the perfect balance between customer service and technical aptitude is the goal. Technical aptitude alone will not ensure success as a help desk. Training in both technical, and specialised customer contact skills are pre-requisites for a successful help desk team.
To ensure we offer an exceptional customer experience, we focus on:
- Addressing the knowledge/skills gap
- Providing a standardised exceptional customer experience regardless of end-user knowledge level
- Optimising support processes to maintain the balance between customer centricity and technical efficiency
- Updating and providing user-friendly troubleshooting guides
An experienced team
Our Help Desk team members, have over 30 years of combined IT & telecommunications experience, with a range of technical qualifications including IT diplomas such as A+ & N+ and more in-depth networking diplomas like CCNA & MCSE. On the process business side, the Help Desk also has qualifications in ITIL & Cobalt.
Naasief Bedford, Head Technical Support Technician at ODM: “Our role is about using technology to help our clients and stakeholders accomplish their business goals. They are looking for a pro-active, reliable, accountable and efficient service. All this while being empathetic and professional. We provide a pro-active outbound call service assisting with offline devices even before our clients experience issues in their stores. We believe when calling on us, our clients are looking for more help than service and we believe we are providing this on a daily basis. We have tailored and streamlined our call handling processes in order to meet our client’s needs whether this is with first-hand resolution or providing clients with traceable call references. This fosters reliability and accountability and ensures our client’s expectations are met without any added frustration or escalation. Our call quality rating process evaluates and scores our Help Desk professionalism and soft skills. This also allows the business identify problems, maintain quality standards, improve the customer experience and improve the Help Desk as a whole”.
“Choosing the correct digital signage service provider for your business can be daunting”
ads Bedford. “The business partner you choose needs to evolve as your business does and be there for the long haul. An empathetic, service driven Help Desk Team is essential for such collaborations”.
At ODM, we find solutions to our client's challenges by understanding their business’ and collaborating with them and/or their service providers. This allows us to become a long-term partner with a vested interest in their growth.
Key attributes of an effective Help Desk:
At One Digital Media, we aim to provide innovative digital signage solutions and service, with emphasis on collaborative development and continued evolution to keep pace with our client’s business growth.
- Pro-active fault monitoring
- Reliable and accountable team members
- Positive approach to problem-solving
- Analytical and process-oriented approach
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Getting the main message across is one thing, but what else can you do with digital signage?
Digital marketing and Digital Menu Boards (DMBs) are fast becoming ubiquitous across the international QSR industry. Going digital provides a vital modern tool for delivering current, focussed messages and product updates to your target market, no matter how dispersed your network is! Site profiling and customer grouping have become critical to laying the foundation of an effective digital library strategy. The ‘build it and they will come’ strategy becomes a bit redundant when it comes to going digital.
Attracting eyes and making choices simple!
Key product animation, great digital product shots and key messages targeting key customer groups are a prerequisite to realising acceptable ROI on Digital Menu Board spend. If a picture is worth a thousand words then digital animation (on a DMB) selling a fantastic product range must mean more. Delivering digital messages at the point of choice connects the dots between neuroscience, how we make choices and reducing the complexity of choice. After all who wants to make purchase decisions harder for their customers?
It’s the additional functionality that makes the difference
We have in the past proven that DMBs are effective at driving sales, but we also use them for ‘defensive communication’. As Jason Thorold (Head of ODM Internal Services) explains “Our design team creates a layer of media, which is placed over the original product offering, rendered into the media and scheduled to play according to a specific schedule.” This means the team can very quickly schedule “out of stock” messages to a group of sites or one site within five minutes!
“Requests of this nature are tightly controlled and tracked. Records are kept of instructions from client sites to either place or remove a temporary messages“ adds Thorold. “We offer a service that not only offers a convenient and flexible communication channel but traceability of such requests“.
Value add benefits – big data?
”Out of stock” media scheduling could be required due to a machine being out of order, stock hasn’t been ordered or hasn’t been delivered. Over time, this data is collated and filtered through business impact dashboards – as Jeremy Grant (ODM CIO) points out analysing trend data almost ‘real-time’ allows operational teams insight into how machines are being maintained. Continual data streams from sites combined with Digital Menu Boards permits marketing teams to track sales trends and test new marketing campaigns with extremely quick turn-around times. Big Data is here to stay, let ODM help you simplify your data to target potential cost saving opportunities, identify potential risks to operational continuity”.
At ODM, we find solutions to our client's challenges by understanding their business’ and collaborating with them and/or their service providers. This allows us to become a long-term partner with a vested interest in their growth.
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Business Intelligence Services by One Digital Media
Creating long lasting mutually beneficial business relationships is more than selling hardware and software. A true partnership involves offering a range of services that continue to add value long after the sale has been concluded. It’s about maximizing the solution by speeding up the return on investment. But how? At ODM we believe the answer is ‘Business Intelligence’.
What is Business Intelligence?
Business Intelligence makes use of a suite of business analytics tools to deliver insights throughout an organization. The system can connect to multiple data sources to drive ad-hoc analysis. Data sources include databases, spreadsheets, and online services. Many of these are constantly updated throughout the day, week or year.
Whether you wish to analyse your sales trends, help-desk tickets or team KPI’s, BI makes the job easier by crunching the numbers for you and presenting them in a visual way that makes complete sense to you. Once reports are designed, slicing and dicing your data by Country, Province, region or outlet is straightforward and easy to do.
Utilising the toolkit of visualisation widgets, we’re able to design custom dashboards that present the information that is important to you through meaningful reports.
Everyone with a BI license can create personalized dashboards with a unique, 360-degree view of their business.
How do we do it?
ODM starts off by detailing what data you currently use to drive your business or what data is available for consumption by the BI tools and map out what you wish to see throughout your organisation.
Then, we design a reporting infrastructure (hosted in the cloud or on-site) that will allow for easy access to the data by the BI system.
We then design the reports and dashboards you wish to see and once the data infrastructure is in place, we will create the reports.
Once all the above is in place, we implement the reports and dashboards that you need and publish them to the BI service.
We utilise Microsoft’s Power BI as the infrastructure and we offer the following services:
- Hosted data, Report, and Dashboard design – We will host the service for you, allocate logins and maintain your reports and data.
- BI set-up, Report, and Dashboard design – We will assist you with setting up your own on-site service.
- Report design – We will assist with custom reports.
What are the benefits to you?
There is so much data available today. Making sense of data and representing it in a format that prompts interrogation of the statistics is the key function of Business Intelligence. It creates the opportunity for management to identify underperforming teams or outlets and find solutions for the cause of the problem. Less time data mining and more time focussed on client services, revenue tasks or cost management.
Take the example of the take-away outlet, this could be a franchise group or a small business owner. Provided with Point-Of-Sale data for analysis, we can assist by looking at sales trends across day-of-month, day-of-week, time-of-day to establish trading patterns. By adding individual time stamped POS line items into the data, we can look at what menu items are popular at specific times of the day and the manager can ensure that there is sufficient stock at those times. All the data is analysed in the background giving you very easy to read dashboards. Busy periods during the day would indicate ideal times to have all staff in store. Combining the dashboards with Digital Menu Boards allows Quick Service Restaurants (QSR) business owners and Franchisors the ability to offer and measure (real-time) the impact of site specific marketing campaigns. Central intelligence marketing is now at our finger tips!
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Print and energy savings with Digital Screens
Digital signage screens assist in both saving print costs and reducing your ecological foot-print. Solutions provided by One Digital Media reduce print costs to our clients, as there is no need for re-prints due to colour or copy writing errors.
One Digital Media ensures that content uploaded to our fully managed systems are approved by the client.
ODM’s digital signage software has the capability to control display times at a store level by using the auto-on and auto-off functionality. This aids in prolonging hardware lifetime as well as saving electrical costs. Not all stores have the same trading hours thus display times can be custom set to meet your needs.
A pro-active tip; Set the digital screen to power on 30 minutes before start of trade and off again 30 minutes after the official closing time. Setting up the digital screen trading hours in this way allows staff to verify that the system is fully operational prior to their clients arrival and also ensures the offering is visible to any last minute or lingering clientele.
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Maximizing the potential of Digital Menu Boards with Dayparting
Dayparting is the practice of dividing a day into several segments and directing different forms of programming , advertising or marketing material to each segment.
One Digital Media is all about the bigger picture, especially when it comes to optimising your visual marketing goals.
In the same way traditional broadcast marketers apply the practice of dayparting on radio and television networks, in- store digital menu boards can be utilised in the same way. Just as audiences for radio and television changes throughout the day or week, visitors to Quick Service Restaurants (QSR’s) change and the menu items that are of interest to them change as well e.g. breakfast items are popular in the morning, more substantial but light meals for lunch or family type meals for the evening.
By using specially designed in-house software offered by One Digital Media, digital menu boards have the flexibility to suit your strategy.
Digital Menu Board Scheduling Strategy should serve the needs of your; clients, marketing team as well as your operational team.
At One Digital Media we deliver turnkey solutions and in-depth content strategies to best meet your visual marketing goals.
Dayparting can also be put in practice with digital signage solutions like corporate information, sales marketing and brand awareness screens.
KFC South Africa has completed the 800-store Digital Menu Board rollout – now 100% digital in-store!
One Digital Media (ODM), the largest digital signage provider in Africa, partnered with KFC South Africa and began testing the efficacy of Digital Menu Boards (DMBs). Over the years the KFC team and ODM perfected the solution to ensure the system could be implemented across all KFC restaurants in South Africa.
South Africa is the first country in the world to roll out DMB’s to all KFC restaurants and is now completely digital in all stores! This innovation will assist KFC in enhancing the customers experience whilst delivering more flexibility and functionality to all their restaurants.
Each digital screen serves as a menu board, this allows content to be managed or changed (across all restaurants or at one restaurant) within a matter of minutes, providing immediate impact and results. KFC now has the ability to provide unique menus to each restaurant, moving one step closer to their loyal customer group per site.
The ODM team works closely with one of KFC’s agency, Ogilvy & Mather, to create and animate DMB content bringing key products and promotions to life. The digital content automatically alternates between breakfast, lunch and midnight menu items.
Various solutions ranging from touch screen, to digital menu boards and “CView” (a program to display multiple menu board layouts on a single or video wall screen) have been installed at KFC’s Head Office in Gauteng. ODM congratulates KFC South Africa on this amazing DMB roll-out and feel honoured to have been a part of the achievement.
Recently, the 800th KFC DMB installation happened at Flagstaff, Kwa-Zulu Natal on 18 August 2015.
Woolworths has taken their shopping experience to the next level
ODM have partnered with Woolworths and installed a total of 13 different digital signage communication points ranging from Video Walls, to large format LED Displays at their new store in Rosebank (The Mall of Rosebank) Gauteng.
This exciting store was launched on 25 September 2014
As you walk past Woolworths your attention will be drawn by the large 3m x 3m LED display. Inside, you will find a further 3 smaller LED displays, in the RE: Woman, RE: Men and Modern Woman sections.
In the Studio W Men and Woman section you will find 1 x 46” portrait screen. As you enter the food market, be sure to look out for the 46” portrait screen displaying all the specials and daily difference items. Furthermore, the Country Road group has concession stores within Woolworths; they have 2 x 46” portrait screens located at Witchery Woman’s section, 1 x 46” portrait screen at Witchery Kids and lastly 1 x 46” portrait screen at Mimco.
We congratulate Woolworths on yet another successful store launch and look forward to adding more of these solutions to other stores in the near future.
KFC's digital signage menu network grows to over 5000 screens
One Digital Media (ODM), the largest digital signage company in South Africa, and KFC are on track to complete one of the largest digital menu board networks in the world. Currently, over 5000 digital menu boards have been installed for KFC YUM! in South Africa.
An additional 1200 installations are planned over the next year.
The network, which comprises up to nine screens in each KFC store, has already been installed in 586 KFCs around the country and additional sites continue to roll out each month. Each screen serves as a menu board, and each screen or group of screens can be changed cost-effectively from a central point within a matter of minutes, providing immediate results.
ODM provides a turnkey digital signage solution 24/7 to YUM! and ODM services include procurement, warranty management, installation, maintenance and scheduling on behalf of YUM!
ODM also works closely with YUM!'s agency Ogilvy to create and animate content which brings life to the digital menu board solution.
Andrew Ridl, CEO of ODM said: "It has been an amazing experience working with a company like YUM! and a brand as well-known as KFC. As the network has grown, we continue to learn more and more from each other. We are particularly proud about how stable our solution has proven to be in an environment where 24-hour service is required."
As the market leader in South Africa, One Digital Media has the luxury of utilising the latest version of Arcus 3 software that has been specifically developed for digital menu board networks. This software, which is part of the software suite developed by the company over the last seven years, is used by many other well-known brands like Spur, Woolworths, Wimpy and Cell C.
Ridl says that the importance of being able to customise elements of the software for specific clients, without incurring lengthy lead times and costs (in US Dollars or Euros), makes the software solution extremely attractive and cost-effective for clients.
ODM also prefers to use the Linux operating system as Linux does not require Windows licensing fees.
"However," says Ridl, "we are completely hardware/software agnostic and if our client wants to use a specific brand of software or screen, we will assist them to do that, normally at very competitive prices."
One Digital Media, founded in 2006, has over 18,000 devices in stores in South Africa and is the leading digital media company in the retail environment in South Africa. Other clients include Nashua Mobile, Bharti Airtel, SPAR, Cape Union Mart, Fruit &Veg City and Country Road.
YUM! Brands Inc., based in Louisville, Kentucky, has approximately 40,000 restaurants in more than 130 countries and territories. The company is currently ranked number 201 on the Fortune 500 list. The company's restaurant brands - KFC, Pizza Hut and Taco Bell - are the global leaders of the chicken, pizza and Mexican-style food categories respectively.
Le Creuset partners up with One Digital Media for synchronised brand digital signage solutions
Le Creuset, French manufacturer of enamelled cookware, has partnered with one of South Africa's leading providers of in-store digital media solutions, One Digital Media (ODM), to showcase its products in a corresponding and scheduled manner across its national network of stores.
Andrew Ridl: "
The centrally controlled digital signage display network will enable Le Creuset to simultaneously create awareness of brand promotions, in-store specials and product launches while showcasing its brand story to shoppers."
The digital signage solution has been rolled out in 19 venues across the country with more to come before the end of 2013.
This unique solution will allow Le Creuset's marketing department to swiftly alter content displayed within any store via the organisation's head office in Cape Town. ODM's Nimbus Media Cloud software, which operates as the foundation for this solution, is web-based and can also be accessed by specific stores to run store/region specific promotions.
"Essentially we are building a digital library defined by custom media strategies and with scheduled displays for each store or group of stores. It was important to ensure a seamless integration of the hardware and software applications with the Le Creuset brand imagery such as photographs and video footage in a project of this scope," said Andrew Ridl, One Digital Media CEO.
As Le Creuset South Africa looks to increase its footprint throughout the country the partnership between these two companies was an obvious step forward in a market that is becoming increasingly digitally driven.
"Le Creuset is a world renowned brand synonymous with pure quality, style and delicious dinner parties. We are proud to be associated with the brand and we are excited about this project," concluded Ridl.
Cape Union Mart teams up with One Digital Media
Cape Union Mart, well-known outdoor adventure store chain, has partnered with One Digital Media, the largest provider of in-store digital signage solutions in South Africa.
Cape Union Mart has a digital signage network consisting of screens that are strategically placed in-store, showcasing brand specific information and promotional material. They needed a service provider that offered an affordable solution, as well as the delivery of after sales customer service and support.
"We've been searching for a cost-effective and function-rich media solution for our in-store screens for some time. The existing provider was offering very little in the way of customer-service and in-store (hands-on) support and it was great to find a partner that ticks both these boxes, as well as many others," said Evan Torrance Director of Marketing, IT and HRD at Cape Union Mart.
"Although the partnership is still young, we are excited about how things are developing and we're looking forward to the roll-out of the new screens and improved content over the next few months".
Andrew Ridl, the Chief Operating Officer of One Digital Media says that the company is thrilled to have Cape Union Mart as a client. "We deal with many of South Africa's tops brands and Cape Union Mart is right up there with the best", he said.