A sign of the times

Boosting sales

Boost Juice is an Australian health juice franchise. Janine Allis, founder of Boost Juice, opened the first store in Adelaide in 2000 after she saw an opportunity to introduce a healthy alternative into the Australian market.

To add information and entertainment to the purchasing experience, the company has rolled out a digital signage solution – branded ‘Boost TV’– across
65 Boost Juice stores nationwide.

“Boost TV” is comprised of Panasonic commercial grade 42-inch Plasma panels with content and delivery managed by Prime Digital Media (PDM), an Australian-owned provider of out-of-home digital media.

PDM installed the screens and selected Panasonic panels after a road test. The portrait-style screens help to create a unique in-store atmosphere for customers and enable direct communication with customers said Jessica Cleeve, national marketing and promotions manager at Boost Juice Bars Australia.

“This provides a communication opportunity, by entertaining them with news and third- party advertising content and promoting new Boost products and upcoming in-store promotions,” said Cleeve.

“The information displayed on the panels is networked and centrally managed via a single best-in-breed content management system.”

Cleeve claims the “Boost TV” network has been a factor in improving customer relations, with each screen providing the opportunity to adjust messages to fit the local market. “The implementation of the Panasonic panels and Boost TV has helped deliver cost efficiencies to Boost Juice’s corporate wide area network by eliminating the costs involved in the production of static advertising,” she said.

According to Cleeve, as a result of the success of Boost TV, Boost Juice is planning to install additional Panasonic panels into stores in Australia and internationally.

Encroaching territory

There are plenty of opportunities in digital signage. Byron Rabone, director at audio visual reseller, Rabone Systems, told CRN that with AV resellers moving into IT territory and vice versa there are increasing questions about who could and should be exploring digital signage.

“IT resellers are moving into our business because their market is trashed,” he said. “The whole AV/IT digital signage integrator market has become a grey area because it’s a market that encompasses both aspects of AV/IT.”

Rabone claimed digital signage provides large contracts ranging from $100,000 up to millions of dollars.

“No one goes and spends a million on a contract because the service provider can shave a couple of hundred dollars off a quote in this industry. What you are going to find in digital signage is vendors trying to grab market share as early as possible and building up a reputation on products,” said Rabone.

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