In what ways have you been able to exploit your existing digital signage network beyond the original business objectives to provide greater benefit than originally promised?
At Eileen Fisher, the method by which we use our digital signage in stores reflects our brand. Our content is neither flashy nor full of pomp and circumstance. In our case, less is more. That being said, we are branching out and exploring new ways to use this technology internally.
Eileen Fisher holds what we call Product Workshops three times a year. These are full-day seminars that take place in the stores. They introduce our new season’s products, explain how they should be marketed at the retail level and what message we want to convey to the consumer. More dynamic content with music and voiceover is often broadcast at certain times during these workshops and is an integral part of the teaching/learning process. The feedback we get from the sales associates is very positive. They love videos, and as a teaching tool, it is very effective.
Furthermore, we use our digital displays internally delivering inter-office messages to our staff.
Recently, our internal communications department has developed a weekly broadcast. Using eye-catching graphics and animated transitions, this content informs our staff of upcoming events, company meetings, office closures and other valuable information. This keeps our staff well informed and improves communication between departments.
So while our digital signage network was originally conceived as a marketing tool for use in stores only, it serves us outside the stores efficiently as well.