The automatically triggered digital content draws the consumer in and helps them invest more deeply into the experience. “In a sense, they feel like they are in control of what they are seeing,” Jarosz says. “That helps to unify them with the display.”
The display content is delivered by DCI Marketing’s proprietary LiveGuide® CMS and is monitored and managed by a remote team in Milwaukee, Wisconsin. LiveGuide makes it quick and seamless to update content for things like sales promotions, holiday themes and seasonal messaging.
Keeping retail displays current can be challenging, particularly for electronics, with the seemingly continual changes in technology and in product lineup. Changing out printed materials is time-consuming and costly in both materials and labor.
LiveGuide allows DCI Marketing to provide technical support and update content easily without having to be physically in the store. That flexibility and immediacy is key to the effectiveness of the B&H display.
“By using these digital screens, Lenovo can keep its consumer experience relevant and engaging without incurring the time delays and expense of printed POP,” Jacques says, noting that the system allows updates to graphics and messaging to be made as frequently as they are needed. “With LiveGuide, we’re able to push and pull marketing messages and graphics with just the click of a mouse.”