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Retail Technology, Retail technology News

Netherlands phone retailer installs signage

Friday July 8 2011

Telecommunications provider KPN rebuilds stores and image with latest in digital signage

Telecommunications provider KPN rebuilds stores and image with latest in digital signage


KPN, formerly KPN Primafoon, has re-vamped its image and interior design at 105 retail stores across the Netherlands.


Transitioning to a more modern look and feel, it required a digital signage solution flexible enough to handle this large-scale project. KPN turned to Scala Certified Partner QYN in 2008 to design an integrated digital network to meet all of its customer-facing communications and advertising needs.


The abundance of information and competitive offers in the telecommunications business can be difficult to present to customers at retail locations. KPN chose QYN and a few specialised partners to design a network that spans more than 500 screens, displaying information on available products and plans, various phone features and current sales promotions.


Digital interactive product showcase


The most noticeable digital element within the new stores is a portrait-oriented screen in the window facing the street to attract prospective buyers. Inside each store there are three interactive point-of-sale (PoS) desks. At each desk, two different categories of mobile phones are displayed, ranging from “mobile office” to “youth” phones. Interactive touchscreens are embedded in the desks for each of the six categories, providing the most important information for each phone.


Two interactive kiosks also allow customers to browse other telecommunications products, such as televisions and internet services. To complete the network, there are three more screens placed at the back of each store displaying relaxing images, commercials and short product promotions.


In addition to providing product and service information, as well as advertising, the new digital network gives people something to focus on in the event they have to wait before being helped, decreasing the customer’s perceived waiting time.


“Scala has proven to be the most versatile and stable software in the digital signage arena,” said Ton van Hout, strategic account manager for the Benelux region at Scala. “The A-grade features of the Scala solution fit perfectly to the high requirements of the state-of-the-art digital solution within the KPN stores.”