Bell Canada has gleaned some results from its fall 2004 pilot program testing digital in-store signage. It joined with Convergent Media Systems of Atlanta, Ga., and Toronto’s Sony of Canada to operate the service in Canada’s approximately 300 Bell and Bell World retail stores. In the test, video screens attached to a national network replaced in-store posters and placards.
Quantitatively, Bell found a 9% increase in purchasing versus stores that didn’t have the digital signs. Qualitatively, research revealed that customers were drawn more to the dynamic advertising, perceived their wait time as being shorter and asked more questions about products. The digital signage has now been rolled out to some client stores but Bell declined to reveal their identity at this early stage.
