Pioneering the industry with its innovative digital signage software for digital displays, Visual Art has traditionally enabled flawless content management on all types of screens, eliminating the need for external media players. Now they have built on Signage Player to create something even bigger, better, faster, and more efficient. The solution is also completely scalable, which means that all customers, large and small, can get exactly the functionality they can and should demand from modern digital signage software.

– Signage Player has been rebuilt from the ground up, bringing together all the necessary functions in a single platform. We have also ensured almost unlimited possibilities for system integration, increasing flexibility like never before. This version of Signage Player will occupy a unique position in our product portfolio” says Andrew Jarder, Product Owner at Visual Art.

While retaining the user interface that customers know and prefer, to facilitate a smooth transition, there have been major and significant technical upgrades ‘under the hood’. However, the improvements are not all invisible; some features promise to immediately enhance the customer experience.

– The system is built so that virtually any other data source can be connected. This means enormous opportunities to, for example, bring sales or customer data directly into the system and then automate the content based on what individual customers need and want. Above all, it is a giant step in using digital signage even more effectively in Retail Media than what is done today, continues Andrew Jarder.

By being “cloud-native”, the new Signage Player promises optimal functionality and accessibility. It is also a promise of scalability, ready to grow and evolve with the addition of future features.

– Signage Player is a SaaS solution from our side. Being fully cloud-based, we can operate and upgrade individual parts of the software without impacting customers other than those using the specific service or feature, continues Andrew Jarder.

The integration and scalability of the system significantly improve the ability to schedule content, resulting in smarter and more relevant messaging for end customers and simplifying content management for those using the system.

– Retail Media is growing by leaps and bounds, and digital signage are and will be a key component of a broad, sensible investment in this area. With Signage Player, we are ready to support our customers in every step of that journey, concludes Andrew Jarder.

If you want more information about Visual Art Signage Player, you can find it here

In an innovative move to stay relevant and cater to customer preferences, Jordbærpikene’s digital signage solution enables dynamic content adjustment following different times of the day. This dayparting strategy ensures that offerings are as appealing and timely as possible, meeting guests with the perfect suggestions whether for morning coffee, lunch specials, or evening treats.

– “We are incredibly excited about our partnership with Visual Art. Their proven track record in enhancing customer experiences through digital signage in cafes and restaurants speaks volumes. By integrating digital menu boards, we’re not just modernizing our service; we’re transforming how we connect with our guests. Their expertise ensures that our offerings are not only visually appealing but also strategically presented to meet our customers’ needs at exactly the right time. This is a game-changer for Jordbærpikene, enabling us to elevate our guest experience to new heights while driving sales in a highly competitive market”, says Frank Angelvik, CEO at Jordbærpikene.

– “Our Design Studio’s deep understanding of how design and content can significantly impact sales and customer experience is at the core of what we do. At Visual Art, we believe it’s not just about displaying products but about creating a narrative that resonates with the audience. From the size of the font to the number of products displayed, and the use of animations, every detail is meticulously planned to steer the eyes and influence decision-making. We’re thrilled to bring our expertise to the table and help Jordbærpikene elevate their overall guest experience”, says Andreas Ström, Chief Revenue Officer at Visual Art Group.

The integration of digital menu boards goes beyond just visual appeal; it’s a strategic enhancement of Jordbærpikene’s service and atmosphere. Custom-built casings ensure that these digital displays blend seamlessly into the café environments, elevating the ambiance and creating an inviting atmosphere for guests.

Central to this digital transformation is Visual Art’s proprietary digital signage software, Signage Player, which offers Jordbærpikene full control over their digital content across all locations. Signage Player is renowned for its seamless content management, unparalleled integration capabilities, and comprehensive monitoring features, ensuring that Jordbærpikene can effortlessly manage its digital signage fleet.

With a track record of success, Signage Player is trusted by over 250 companies and brands worldwide, including industry giants such as Subway, Kesko, McDonald’s, and Lego, showcasing its effectiveness and reliability across more than 70,000 displays in 39 countries. Its compatibility with a wide range of hardware platforms, from Tizen and WebOS to Android and iOS, underscores the flexibility and adaptability of Visual Art’s digital signage solutions.

Jordbærpikene’s adoption of Visual Art’s advanced digital signage technology is a testament to their commitment to innovation and customer satisfaction. This partnership not only sets a new standard for the guest experience in Norway’s café scene but also demonstrates the powerful impact of digital signage in enhancing service quality and boosting sales.

Follow Visual Art on LinkedIn for more updates.

The 95-5 Rule: Broadening the Consumer Base

The 95-5 rule posits that most of a brand’s sales come from a large pool of light or non-regular buyers, rather than a small core of heavy users. This insight challenges brands to focus on broadening their consumer base as a primary growth strategy. Retail Media Networks in physical stores offer a unique opportunity to do just this, by placing brand messages directly in the path of a diverse array of shoppers. These networks enable brands to capture the attention of potential new consumers at a critical point in their purchasing journey, thereby increasing the likelihood of trial and adoption.

The 60-40 Rule: Balancing Brand Building and Sales Activation

The 60-40 rule guides the optimal allocation of marketing spend between long-term brand building and short-term sales activation, with a recommended split favoring brand building. However, in the context of physical Retail Media Networks, there’s an opportunity to blend these objectives more seamlessly. While Retail Media Networks can be used for immediate sales activation through targeted promotions and ads, they also contribute to long-term brand building by enhancing mental availability and reinforcing brand presence in the retail environment. This dual impact makes Retail Media Networks an efficient tool in the marketer’s mix, supporting both immediate conversion goals and sustained brand growth.

Mental Availability: Making the Brand a Consumer’s First Thought

Mental availability refers to the likelihood of a brand coming to mind in a buying situation. It’s a critical component of brand growth, as it increases the chances of a brand being considered and chosen by consumers. Retail Media Networks enhance mental availability by ensuring that brand messages are visible and engaging in physical retail spaces where buying decisions are made. By strategically placing ads that resonate with the shopping context and consumer needs, brands can stay top of mind, thereby increasing the chance of being selected over competitors.

Retail Media Networks: A Strategic Tool for Short-Term Conversions

While the principles of brand growth emphasize the importance of reaching a broad audience and building long-term equity, there’s also a need for strategies that deliver immediate results. This is where Retail Media Networks in physical stores shine. They allow advertisers to implement targeted campaigns that can influence shoppers’ decisions at the point of sale. Whether it’s highlighting a new product, offering a limited-time promotion, or simply reinforcing brand messaging, Retail Media Networks provide a direct channel to engage consumers and drive short-term sales.

Furthermore, the data collected from these networks can offer invaluable insights into consumer behavior, allowing brands to refine their strategies in real-time and achieve more efficient market penetration. By leveraging the immediacy and contextuality of Retail Media Networks, advertisers can enact strategies that not only contribute to immediate sales uplift but also feed into the larger objectives of building brand salience and expanding the consumer base.

Understanding the dynamics of brand growth through the lens of the 95-5 rule, the 60-40 rule and the concept of mental availability offers a strategic foundation for advertisers. Retail Media Networks in physical spaces emerge as a powerful tool within this framework, uniquely positioned to drive short-term conversion efforts while also supporting broader goals of brand growth. As brands navigate the challenges of increasing penetration in competitive markets, the strategic integration of Retail Media Networks into the marketing mix can provide a critical edge, marrying the immediacy of sales activation with the enduring impact of brand building.

Contact us today if you want to know more about how we can help you take your first step within the retail media landscape.

Follow us on LinkedIn for continuous updates and latest news

References:

Romaniuk, J., & Sharp, B. 2016. How brands grow: Part 2. South Melbourne: Oxford University Press.

Rowe, A., Whittaker, K., & Agop, D. 2018. Secret Life of Search, Vol. 2020. Manchester, United Kingdom: RedC.

Terui, N., Ban, M., & Allenby, G. M. 2011. The effect of media advertising on brand consideration and choice. Marketing Science, 30(1): 74-91.

Visual Art has always been a pioneer and initiated the shift from traditional out-of-home to digital out-of-home in the Nordics in 2010. Following the sale of its advertising network to Ocean Outdoor in December 2019, the company returns to the front line of digital advertising. The company is now creating an advertising network in retail environments to increase sales and introduce a new revenue stream for its customers.

– “Retail Media is the future of digital advertising, bridging the gap between digital and physical retail spaces. Our mission is to help clients strategically enhance their spaces, offering realistic insights into the potential of In-Store Retail Media Networks,” said Andreas Lind, Retail Media strategist at Visual Art Group.

– “Our Digital Signage Platform Signage Player is specially designed for Retail Media, with an API-first approach and the capability to manage large data volumes. It’s ready to transform retail spaces with features like dayparts and share of voice,” said Pontus Meijer, CEO of Visual Art Group.

Visual Art’s proven track record in In-Store Retail Media Networks is exemplified by its collaboration with Sweden’s largest grocery chain, ICA. Starting their partnership in 2014, Visual Art helped ICA pioneer its In-Store Retail Media Network with digital displays. This success has been replicated with clients like NK, 7-Eleven, and Kesko, who have established their own Retail Media Networks under Visual Art’s expertise.

Visual Art’s new strategy reaffirms its commitment to innovation in digital advertising and enhancing retail environments. The company continues to lead in creating engaging customer experiences in the digital signage landscape.

For more information

Follow Visual Art on LinkedIn for more updates.

Software

Signage Player is a cutting-edge Digital Signage Software, a SaaS-solution designed to transform the way businesses communicate visually. It boasts a modern architecture that includes a Headless CMS, making content management seamless.

The software is cloud-native, ensuring flexibility and scalability. Built for speed, it offers an API-first architecture, ensuring smooth integration with various systems.

Signage Player is hardware agnostic, meaning it works on all screens (all built-in SOC players and external hardware) and platforms, such as Tizen, WebOS, Android, Raspberry Pi, Linux, Chrome, Windows, and iOS.

Simple and user-friendly interface

With Signage Player, it’s not just about displaying content; it’s about creating experiences that resonate. Whether planning a dynamic advertising campaign or an informative display, our software is designed to make your content creation journey smooth and straightforward.

Security and full-scale monitoring

Signage Player is engineered with top-tier security measures, ensuring your digital fleet remains protected against unauthorized access and cyber threats.

With Signage Player, you’re not just creating and broadcasting content; you’re commanding a secure network. Real-time monitoring and full control over every screen in your fleet. From remote updates to instant adjustments.

Integrations

Signage Player has a well-documented API for seamless integration with your systems. This empowers customization, automation, and interoperability to enhance your signage experience and unlock new efficiencies.

With seamless content management, unparalleled integration, machine learning capabilities (AI), and full-scale monitoring, cloud-native.

Signage Player empowers you to curate and deliver impactful visual experiences.

Content functions

Signage Player brings your digital displays to life with smart, dynamic content management. It’s simple to use and lets you effortlessly create, schedule, and broadcast content across any number of screens.

Our software’s intuitive content functions allow for real-time adaptation, ensuring your message resonates with the right audience at the right moment.

Supports all hardware

Do you want to use or re-sell world-class Digital Signage Software?

Let us give you a free demo!

Hi Emelie, can you tell us more about your role and how you and your team support customers?


As Tech & Support Operations Manager, my main responsibility is to ensure that our customers get the support they need when using our services and products. We work with different communication channels such as email, phone, and self-service on our website to be available and responsive to customer needs.

Can you explain the differences between reactive and proactive support and how you implement them in your support process?

Reactive support means that we handle cases where the customer actively contacts us with perceived problems. This can range from technical difficulties to questions about the use of our products.

On the other hand, proactive support means that we work to solve the customer’s problem before they even need to contact us.

We do this by reviewing customers’ screens so that we can act quickly to resolve the problem. Through this proactive approach, we endeavor to anticipate and solve problems before they affect the customer.

You aim to create an effortless experience for the customer. What does that mean?

Of course, “the effortless experience” is a central part of our focus on customer support. We strive to minimise effort on the part of the customer when using our services or when they need support.


We continuously monitor customer feedback and past customer interactions to identify areas where we can further simplify the customer experience and make it easy for them to interact with our services.

Can you give examples of how customers can benefit from self-service?

Self-service is an important part of our support strategy. We offer customers tools and resources on our support.visualart.com that enable them to solve many of the problems they may encounter themselves.

For example, customers can get step-by-step instructions or use the FAQ section to find answers to common questions. This gives our customers flexibility and speed in handling their cases.

How do you see the future of customer support?

In general, I believe that customer support will continue to evolve with technology. Automation and artificial intelligence are becoming increasingly relevant to improve support processes and increase efficiency.

At the same time, there will always be a need for human interaction and expertise, especially when solving more complex problems and providing personalised service.

We strive to stay at the forefront of these trends to ensure our customers receive an exceptional support experience.

Do you want to know more about our Digital Signage Support Site?

Visit support.visualart.com

Ocean Outdoor is a leader in digital-out-of-home, operating across the UK, Nordics, and the Netherlands. Ocean specializes in super-premium DOOH and envisions the investment in bringing this digital icon to life not only captivating audiences but also offering an unparalleled platform for brands to engage with consumers in a dynamic, immersive environment.

– “In a world where digital innovation is constantly reshaping consumer interactions, this project reflects Ocean Outdoor’s dedication to delivering audience-centric premium DOOH locations and environments by pioneering new frontiers in the digital out-of-home space. The HALO is not only a marvel of design and technology but also a canvas for brands to create truly memorable and impactful consumer engagements,” said Carl-Fredrik Mannerberg, Joint MD at Ocean Outdoor Sweden.

Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield, a global owner, developer, and operator of sustainable and high-quality real estate assets, has together with Ocean Outdoor Initiated this ground-breaking project as part of its commitment to enhancing customer experiences through technology.

– “Our mission is to bring exceptional brand moments to life across the Westfield destinations. This installation is a testament to our investment in cutting-edge technology that creates both a unique brand impact and visitor experience,” said Teun Jan Spits, Head of Westfield Rise – Northern Europe at Unibail-Rodamco-Westfield.

As the digital signage partner, Visual Art has handled the entire implementation of this intricate project. The installation boasts cubes with a pixel pitch of 2.6, brightness at 900nits, encompassing 345 cabinets and 1,500 LED modules. Additionally, the innovative LED rings feature the same pixel pitch and brightness, stretching over 280 square meters with 640 cabinets, 3,376 LED modules, and a staggering 21.7 tonnes of equipment meticulously assembled. This feat required 200 meters of cable sock, 250 drill holes, and 225 connected cables, all orchestrated by Visual Art’s installation team.

This installation sets a new benchmark in digital signage, combining aesthetic brilliance with technical prowess. It represents not just an advertising space but a landmark in digital architectural art.

– “This project is a shining example of how digital technology can transform spaces into interactive, engaging experiences. We’re proud to have led the implementation of this complex and visually stunning installation,” said Pontus Meijer, CEO at Visual Art.

The Halo in Mall of Scandinavia

An innovative digital LED installation for Ocean Outdoor at Westfield Mall of Scandinavia.

For more information

Follow Visual Art on LinkedIn for more updates

In physical stores, it might manifest as the familiar in-aisle coupon dispenser. Meanwhile, online, you’ve likely encountered sponsored displays on your screen showcasing a brand or specific product. Regardless of the setting, the primary goal of retail media is to captivate consumers near the point of purchase, leading to successful conversions.

Sweden’s largest grocery chain, ICA, was a pioneer in implementing its In-Store Retail Media network with digital displays in 2008. Visual Art started working with them in 2014 and now has clients such as NK, 7-Eleven, and Synsam who have established their own Retail Media Networks.

In a previous article, you could read about the untapped potential of retail media networks and download a step-by-step guide to retail media.

But what exactly is Retail Media?

In straightforward terms, retail media involves advertising products or brands at or near the point of purchase. It’s targeted advertising. Traditionally, in-store retail media included endcap displays, sampling tables, and in-aisle coupons. However, the landscape shifted in 2012 when Amazon introduced the first digital retail media network. Today, when we discuss retail media, we’re often referring to banner and display ads on a retailer’s site or mobile app, projected to make up 25% of total digital media spending by 2026.

The Evolution of Retail Media Networks

Although not a new concept, retail media networks have undergone a remarkable evolution. Originally associated with in-store displays, they seamlessly transitioned into the digital world, becoming synonymous with e-commerce. This evolution birthed targeted advertising on retailers’ platforms, fueled by the invaluable resource of first-party data.

The Next Big Commerce Revolution: In-Store Targeted Advertising

The next significant commerce revolution is anticipated to occur in-store. Targeted advertising on retailers’ platforms is central to this transformation, driven by rich insights derived from first-party data. This approach aims not only to capture the consumer’s attention but to deliver a personalized and compelling shopping experience.

Unlocking a Potential New Revenue Stream

In-store retail media networks offer more than enhanced customer engagement; they present a potential new revenue stream. By leveraging first-party data, retailers can create highly targeted advertisements, maximizing conversion chances. This not only boosts revenue but also contributes to improved profit margins in the fiercely competitive retail landscape.

Traffic is Key: Online and Offline Synergy

To fully harness the potential of in-store retail media networks, retailers must bridge the gap between their online and offline presence. A harmonious synergy ensures a seamless customer journey, where targeted advertising smoothly transitions from digital platforms to the physical store environment. It’s not just about having a robust online presence; it’s about creating a holistic shopping experience that transcends both realms.

The evolution of retail media networks is propelling us into the next commerce revolution. The shift from in-aisle coupons to targeted in-store advertising on digital platforms signifies a paradigm change in how retailers connect with customers. By leveraging the power of first-party data and optimizing both online and offline traffic, retailers can unlock not only increased revenue but also a more personalized and impactful shopping experience. The future of commerce isn’t solely digital; it’s a seamless integration of the online and offline worlds, with in-store retail media networks leading the transformative journey.

Do you want to know more about how to take your first step into the world of In-Store Retail Media?

Talk to our Chief Revenue Officer Andreas Ström.

Andreas Ström

Chief Revenue Officer

andreas.strom@visualart.com

Drive Sales and Diversify Revenue Streams

At the forefront of the advantages is the potential for increased revenue. With strategically placed digital displays throughout the store, retailers have the possibility not only to drive sales by showing campaigns, and products but also envision an additional revenue stream through advertising.

By selling ad space to brands, you open new avenues of income. This innovative approach allows you to turn your retail space into a platform that caters not only to your products but also to those of your partners.

The result is not just a sale but a marked uptick in overall revenue.

Elevating Customer Experience

In the age of digital transformation, customer experience is key. In-Store Retail Media Networks provide a platform that goes beyond traditional advertising. Imagine customers engaging with digital displays that offer detailed product information, reviews, and personalized recommendations close to the products, enhancing their shopping journey.

Agility and Real-Time Updates

The power of real-time updates cannot be overstated. With our Digital Signage Platform Signage Player, you gain the flexibility to schedule and change promotions, introduce new products, or adjust pricing on the fly. This ensures that your messaging is always current, creating a dynamic and responsive retail environment.

Precision in Targeted Advertising

In-Store Retail Media Networks enable you to tailor your advertising based on customer data and analytics, ensuring that your message resonates with the right audience, increasing the likelihood of conversions.

Seamless Integration with Online Channels

Bridge the gap between physical and digital retail. Integrate your in-store media network with online channels, creating a seamless omnichannel experience. This integration can include online promotions, social media feeds, and other digital content, ensuring a cohesive brand presence across all platforms.

As you consider the potential of In-Store Retail Media Networks, it’s essential to approach implementation strategically.

Here’s a step-by-step guide to guide you through the In-Store Retail Media Network process:

  1. Define Objectives and Goals:

Clearly outline what you aim to achieve with the in-store retail media network, be it increased sales, enhanced customer experience, or additional advertising revenue.

  1. Understand Your Audience:

Identify your target audience and tailor content to meet their preferences, behaviors, and expectations.

  1. Conduct a Store Assessment:

Analyze your store layout, traffic patterns, and technology infrastructure to strategically place digital displays for maximum impact.

  1. Select Technology and Hardware:

Choose technology that aligns with your goals and budget, whether it’s digital displays, interactive kiosks, or touchscreens.

  1. Content Creation and Management:

Develop compelling content and establish a Digital Signage Platform for easy updating, scheduling, and monitoring.

  1. Integrate with Other Systems:

Ensure seamless integration with other systems such as inventory management, point-of-sale (POS) systems, and CRM tools.

  1. Data Analytics and Measurement:

Implement analytics tools to measure performance and optimize content and strategies over time.

  1. Compliance and Legal Considerations:

Ensure compliance with privacy regulations and obtain necessary permits for implementation.

  1. Training and Communication:

Train staff to manage and troubleshoot the system and communicate the benefits to both staff and customers.

  1. Test and Iterate:

Visual Art is working with external partners to conduct pilot tests, gather feedback, and make necessary adjustments before a full rollout.

  1. Plan for Advertising Revenue:

To generate advertising revenue, we can help you create a media package you, or an external partner, can sell to third-party advertisers.

  1. Launch and Monitor:

Officially launch the in-store retail media network and closely monitor its performance.

  1. Evaluate and Adjust:

Visual Art can regularly evaluate success based on predefined goals and adjust content, strategy, and technology as needed.

Remember, the implementation process may vary based on the size and complexity of your retail operation. Visual Art has extensive knowledge about In-Store Retail Networks and has created solutions for multiple clients ensuring a smooth and successful project. From strategy and pre-studies to implementation, and installation to operations with service and support.

When implementing In-Store Retail Media Networks, you’re not just adopting technology; you’re ushering in a new era of retail, one that captivates customers drives revenue, and positions your brand at the forefront of innovation.

Download a step-by-step guide to Retail Media Networks.

Do you want to know more about Retail Media Networks?

Reach out to our Chief Revenue Officer, Andreas Ström.

Andreas Ström

Chief Revenue Officer

andreas.strom@visualart.com

Follow us on LinkedIn to get the latest updates.

Espresso House is investing in making its coffee shops more digital and modern by introducing digital displays. The content will enhance the guest experience by clarifying menus and offers.

– “Visual Art has assisted us in developing a channel strategy that optimizes sales by presenting the right products in the right locations at reasonable times of the day. We aim to uphold our commitment to delivering high-quality coffee products while enhancing the overall guest experience,” says Espresso House Chief Information Officer Gustav Almqvist.

By adding moving visuals to the digital menu boards, Espresso House aims to inspire customers to explore special offers and build its brand. This strategy will create a modern and digital atmosphere that appeals to their target audience and provides a positive experience.

– “Through our partnership with Visual Art, we are confident that the implementation of our ‘dayparts’ strategy on digital displays will enable real-time communication and engagement with our customers. This shift away from analog materials not only modernizes our approach but also allows our baristas to redirect their focus towards providing a more personalized meeting with our guests,” continues Gustav Almqvist, Chief Information Officer at Espresso House.

– “Our proprietary Digital Signage Platform, Signage Player, coupled with Espresso House’s commitment, will allow them to emphasize campaigns more effectively. The ‘dayparts’ functionality on digital menu boards not only streamlines communication but also liberates time and resources for Espresso House’s baristas, fostering a more concentrated effort on customer satisfaction,” says Andreas Ström, Chief Revenue Officer at Visual Art.

Through this collaboration, Espresso House will create a modern and engaging atmosphere in their coffee shops while boosting operational efficiency.

Visual Art, responsible for both hardware and software installation, provides the cloud-based Digital Signage platform, designed with a modern architecture prioritizing user-friendliness and seamless content management. The platform’s API-first architecture ensures smooth integration with various systems, offering flexibility and scalability to meet Espresso House’s evolving needs.

About Espresso House

Espresso House offers a personal experience, from a friendly welcome in a cozy atmosphere to the craftsmanship of the baristas and their Specialty Coffee. Espresso House was founded in 1996 in Lund and has since grown to become a leader in the Nordic region with nearly 500 coffee shops, 6000 baristas, and around 130,000 daily guests. Since autumn 2018, Espresso House is also available in Germany. Espresso House is part of JAB Holding Company.

For more information

Monika Lindquist CMO Visual Art

Monika Lindquist

Chief Marketing Officer

monika.lindquist@visualart.com

Andreas Ström

Chief Revenue Officer

andreas.strom@visualart.com