Digital Signage to Drive Sales and Generate Demonstrable Results at Panos

The aim of this digital signage project was to support the ongoing expansion of the Panos business in multiple market segments. The company needed signage that could deliver targeted communications to a variety of outlets of different natures including Panos City, Panos Petrol, Panos Rail, Panos Leisure.

Scala integrator Prime Products deployed 180 high performing digital screens in landscape mode at 150 of the 250 Panos franchise restaurants across Belgium and the Netherlands. Most locations have one screen, some locations have two screens. Those screens are driven by 150 players and run Scala content management software.

Prime Products devised an automated upgrade process for this project to help Panos save time and capitalise on existing computers and screen investments at each branch. This process not only enabled all 150 locations to easily upgrade existing hardware but also facilitated the roll-out of the Scala software in under two weeks.

In this instance, the biggest challenge for Panos was justifying the cost of the upgraded digital signage to its franchisees and to start using the signage network as a sales generating tool. To help Panos demonstrate, measure and optimise the impact of its digital menu boards and to provide a quantitative measurement of its ROI, Scala Advanced Analytics measured the initial sales results and recommended interactive improvements to the digital in-store campaign. The outcome was that targeted signage increased sales of the beverage by more than 7%.

The overall results led to the conclusion that the key to capturing the customer’s eye is the frequency at which a targeted message is run. It also highlighted that purchasing behavior can be measurably influenced by in-store digital marketing campaigns.

Digital Signage to drive sales - This successful deployment by Panos illustrates how the Food & Beverage sector can use digital signage to drive sales and generate demonstrable results. By running sustained, targeted messaging campaigns on a network of digital screens across numerous locations, Panos is both modernising its customer interaction and opening up new revenue streams for its franchisees.