Digicom Technology News

Irish Whiskey Collection Store

The Retail Excellence Awards are about celebrating retail stores and promoting best practice in the Irish retail industry. This awards ceremony has become one of the most anticipated and prestigious events on the retail calendar. It has become the benchmark by which the best in retail are judged.

The winners of the National Company of the Year/Industry Leader and Retail Store of the Year were The Loop, Dublin Airport and The Irish Whiskey Collection, Terminal 2 respectively. Within these retail spaces, Digicom were nominated to design and install a digital signage system which comprised of both hardware and software.

David Fitzsimons, Chief Executive of Retail Excellence commented "What Aer Rianta International and specifically The Loop have been doing at Dublin Airport is inspirational. They have reinvented airport shopping not just in Ireland but across the world". Part of their success was the meticulous research they carried out. The DAA do very little without speaking to the customer first. The ideas that they have are researched with their customers after talking to them one on one or in focus groups. Outcomes of the research included installing flat panel screens with digital signage.

There are many features and benefits not offered by static displays and signage that the retail space in Terminal 2 in now experiencing. The dynamic digital signage is grabbing customer's attention and is influencing their purchasing decision right at the point of purchase. It is also eliminating the high cost of creating and distributing print ad campaigns. The digital signage system in place is instant and offers the ability to change promotions immediately for various products or particular customers. Another advantage of the digital displays over static is that the retailers have the potential to earn money with their digital signage network by selling advertising space to their suppliers.

The big challenge to the DAA was how to engage with a new breed of customer that views the airport as a bus stop. Impressively the DAA have delivered on this front having experienced a 30% increase in Irish whiskey sales since the opening of the Irish Whiskey Collection store in T2. Their digital signage system has played a significant role in achieving engagement with customers.

Whether it is intended to build a brand, influence customer behaviour or simply provide information, the dynamic visual experience created by digital signage will ultimately increase sales.

Please click here for more information on the Retail Excellence Awards.