Costa digitisation a warning sign
Printed point-of-sale posters, menu boards, and sales signage are all a massive source of business for many sign-makers, and so it may come as an unpleasant surprise for some that mega-chain Costa Coffee has now started to digitise its global chain.
Tuesday, 16 Aug 2016 09:20 GMT
The digital menu boards in Costa Coffee are powered by Bright Sign media players and currently being rolled out across 50 Dubai stores
Starting with 50 stores in Dubai, Mood Media have been given the job of rolling out the digital menu boards, which consist of three 49” (124.5cm) horizontal screens driven by Bright Sign XD232 players supplied by Digital Communications LLC.
The central screen features dynamic video content provided by Costa Coffee and created by Mood GCC locally in Dubai. The screens to either side offer up to date menus and pricing, but can now also feature dynamic content such as moving images. Content is managed by Mood Media GCC and securely hosted using the Bright Sign Network Enterprise Edition.
We spent six months evaluating digital menu board formats and content
offline to create a formula that fully reflects our brand values and the
store context”
The trend that has seen chains like Costa, which has more than 2,000 branches in the UK, move over to digital menu boards has been a worry for many in the sign industry. It proves the ongoing need for UK sign firms to investigate digital signage and the possibility of offering it to their customers as a service.
“We are always looking for ways to improve the customer experience,” says Shemaine Jones, head of marketing for Costa partner, Emirates Leisure Retail. She adds: “We spent six months evaluating digital menu board formats and content offline to create a formula that fully reflects our brand values and the store context. Only then did we move ahead with a pilot.”
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