Flight Centre Travel Group Sees Measurable Results Switching to Digital Signage in Retail Stores

Flight Centre knew the importance of measuring the success of such a huge communications strategy overhaul, so the legacy print signage was measured against the new digital installation. The impact of the digital signage was immediate and strong with a proven, measured increase in both views and attention time from paper pricing boards compared to the digital pricing boards. The award-winning solution is currently in more than 300 stores with 700 screens.

As Australia’s largest travel retailer, Flight Centre decided in late 2013 to modernize its stores with more engaging, informative and entertaining communications to travel seekers at the point-of-decision, as well as using digital to draw in potential customers passing by the outlets. The digital strategy, executed in mid-2014, integrates back office systems to provide a quick speed-to-market for special deals, highlights unique and short-lived specials, as well as uses screens that play full-motion high-definition (HD) and 4K video of popular travel destinations. Additionally, business information such as real-time foreign exchange currency rates and dynamic airline ticketing prices is integrated into the content.

Signage in-store is dynamically updated to reflect the current customer demographic while street-facing screens attract passersby with eye-catching content. The project criteria included providing each store with a combination of screens including: a single- or dual-portrait HD-screen configuration, a dual-portrait and single-landscape HD-screen, a 4K video wall comprised of four HD screens and a single 84-inch 4K screen. Stores have a strategically placed mix of portrait screens in the windows and landscape video wall or 4K screen inside. Although the solution is centrally managed via playlists in Scala Enterprise Content Manager, associates at individual stores can dynamically update screen content using a tablet to select destinations of interest to the current in-store audience and “fling” related information, including full-motion HD video, to the screens. Additionally, Flight Centre uses Scala Designer templates and metadata to create targeted pricing specials, generating promotional content in real-time based on pricing data and targeting criteria.

To measure the success digital signage had versus the printed signs, audience impression measurement analytics was deployed to measure the number of people looking at the signs as well as the time spent reading the signs. Embedded cameras and sensors captured audience reaction to the old printed posters and, after the digital screens were installed, the same measures were used to gauge the reaction to the digital. Overwhelmingly, the digital signs were resonating with audiences and weremore impactful. Michael Frost, from Flight Centre retail digital experience, noted there was an 89% increase in views and a 52% increase in attention time from the paper signs to the digital signage.

The final solution was runner-up for the top prize for Digital Experience at the Sydney Design Awards 2015 and took home the bronze for the 2015 POPAI Digital Signage awards.