Cape Union Mart, South Africa’s favourite outdoor store, has completed the roll-out of a ground-breaking retail media network in its new Adventure Centre concept stores. Taking design cues and identifying emerging retail trends from leading retailers in the US and Europe, Cape Union Mart’s experiential Adventure Centres have come to fruition after 12 months of intense conceptualisation and planning.
Recognising the advantages of communicating with customers at the point of purchase, the digital signage network consists of separate channels of LCD screens that are used to communicate product information and special offers at various locations in the store.
A row of 37” screens at the till points displays a mixed programme of special offers and short product videos. Larger 50” screens in the store, display product videos that demonstrating the features and advantages of equipment that is sold in that section.
Cape Union Mart has also extended the media network to their outlet at OR Tambo International Airport in Johannesburg. Here, a large LCD is split into two zones; the first zone displays an up-to-date weather forecast for 10 international cities, typical destinations for travellers at the airport. The second zone displays advertising for all-weather gear that travellers can purchase in the store.
Cape Union Mart operates and monitors the media network from their head office in Cape Town using Isenzo Mediacaster. The digital signage software enables staff to quickly and easily update content on any screen.