Sometimes if you want to stand out from the crowd you have to create something completely unique. This was Telecom Italia’s goal when they set out to plan their flagship store in the Leonardo da Vinci Airport in Rome. Telecom Italia is Italy’s leading telecom operator, sought to create a completely innovative customer experience by changing the traditional in-store customer relationship.
The plan was to make shopping a more interactive experience by engaging and empowering the consumer within the retail environment. This non-traditional retail space would embody Telecom Italia’s dedication to forward-thinking technology, an idea that is closely associated with the brand. It would have to be distinct and highly attractive as there are more than 40 million passersby that come through the Leonardo da Vinci Airport each year.
An additional technical challenge was to provide innovative customer experiences in a way that was scalable and manageable for Telecom Italia, specifically to help with updating promotions, product pricing, and optimizing the timing behind all of the consumer messaging.
YCD Multimedia and its partners DOOH.IT and Alkemy digital_enabler were selected to design and implement this new innovative customer experience. The final system was a complete digital multimedia ecosystem created with 13 synchronized large format display video walls, kiosks and interactive applications all connected and controlled through a single content management system.
The store itself is divided into specific areas with a display communicating a specific message at each area. These messages included brand promotion, special offers, services and more. Additionally, during specific set times during the day the displays are fully synchronized delivering the value of shared communication. Telecom Italia provides all of the content from their current advertising and commercial campaigns, this content was then optimized by Alkemy digital_enabler. The screens and content are managed remotely by YCD’s Cnario Digital Signage Suite from the DOOH.IT headquarters in Turin. Cnario addresses all the needs for programming scheduling, managing and distributing content easily, quickly and accurately. It uploads ads, promotional messages, and new content and creates audio and video playlists.
The results following the install of this digital signage ecosystem proved that the system was an immediate and staggering success. The number of new customers who signed a mobile contract at the store increased an average of 17% per week for a total of 68% during the first month that the store opened. Grazia Butera, Telecom Italia Consumer Communication BTL Manager, attributes this increase to the system and the interactive elements it provides their customer. She discusses its benefits in detail saying, “The ability to provide the customer with interactive information and spectacular, entertaining content creates a unique experience. Real-time updates and content distribution are the basis of our efficiency effort and of our desire to provide the client with the latest information.” With all of the variables accounted for and exceeding expectations, Telecom Italia’s image as a technological innovator is strengthened and secured.