News

Ben and Jerry's digging into digital signage down under

Ice cream and sorbet chain Ben & Jerry’s has selected Task Retail Technology and its xchangemedia multiplatform and digital design technology for its national multimedia project and digital signage rollout in Australia, according to an announcement from the companies.

July 23, 2014

Ice cream and sorbet chain Ben & Jerry’s has selected Task Retail Technology and its xchangemedia multiplatform and digital design technology for its national multimedia project and digital signage rollout in Australia, according to an announcement from the companies.

The project is being implemented to help increase sales across the Ben & Jerry’s national store network, giving Ben & Jerry’s the option to automate and tailor menu boards to specific store locations and customer preferences, as well as grow awareness for Ben & Jerry’s growing portfolio of chillers, shakes, smoothies, sundaes and dessert offerings, the announcement said.

"We offer a wide variety of products in addition to our cups and cones. In fact we sell over 100 menu items," Adrian Di Tonto, national retail operations manager for Ben & Jerry’s Australia, said in the announcement. "When customers come into the store they look at two things, the menu boards and the ice creams. We knew we had to build visibility and awareness of our more premium products without overwhelming customers with in-store posters and crowded menus."

Ben & Jerry's stores have fluctuating foot traffic numbers throughout the day, and as a result the brand is looking to find the right balance between promoting its high-margin ice-cream products and its more niche offerings at different times of the day, the companies said.

"The functionality of the Task platform to rotate different offers throughout the day, such as afterschool treats or after-dinner dessert options, has meant we can promote what the customer desires at the time they are most likely to purchase," Di Tonto said. "It's a subtle but impactful change."

In addition to daypart rotations, the xchangemedia platform can also customize menus based on each store's physical layout, but the design and digital display comes from the head office, keeping branding and messaging consistent, according to the announcement.

"We have the ability to update promotions, menu items and product placement across every store nationally in a matter of minutes," Di Tonto said."This dynamic feature of the Task technology means we can enhance customer experience and influence buyer behavior in real-time. Ultimately, every customer that enters the store we aim to provide an unmatched experience and give them a reason to return."