In 2005, Digital Signage Services, LLC (DSS) and Macy’s entered into a highly sophisticated and efficient digital signage partnership at Dadeland Mall, Miami. At that time DSS installed six uniquely designed screens for the Macy’s main aisle that leads into the fragrance department. These screens receive video from overhead projectors and each installation produces a sight and sound experience that immediately engages mall visitors and helps them feel welcomed to Macy’s. To date over 70 million people have been exposed to this signage and it is as exciting and impactful today as when it was first installed in January, 2005.The entire signage project was originally designed and installed by Macy’s Florida Visual and Merchandising Department along with Digital Signage Services, LLC of Key Biscayne, Florida. DSS continues to work with Macy’s Corporate Cosmetics & Fragrance and Visual Merchandising Departments and their vendors to continuously update the messaging. DSS has been doing this 24/7/365 for the past five years; totally preparing, coordinating and delivering the messaging in a timely, meaningful and efficient manner.
Not only has this digital signage program worked extremely well on a practical sales level, it also gained the attention of world’s largest international signage association, POPAI, and won a prestigious DIGI award. This is what Joe Finizio of POPAI had to say on the DSS award: We thought this was such a great installation: we were trying to figure out [whether it was] innovation in technology, excellence in innovation, creativity – it kind of embodied all of that. It was an installation that touched on every point very well. This has everything – it was nicely placed in the store, it was on a good eye level; the content was great, it drew you right into the store – it raised the experiential marketing for the shopper.
Of particular importance is the enthusiasm generated for this program among Macy’s vendors. Over time, more than 50 vendors have committed to be included in the promotional programming on the digital screens and without exception they all see sales increase when their promotional programming is featured. Among the vendors who continuously participate in these programs are: Estee Lauder, Ed Hardy, Dior, Giorgio Armani, Dolce & Gabbana, Clinique, Chanel, Lancôme, Ralph Lauren, and Origins. Here is a comment from a Macy’s executive on a recent promotion:
Looks great! Love the mix for everyone. They will all be happy! Thank you Karina, you’re the best! Robert. Robert Rider, Visual Director, Dadeland Macy’s.
And here is just one example from a satisfied vendor from a recent program designed by DSS: Thanks to you and your team for a great audio/visual presentation. Everyone thought it was very well done! We look forward to working with you in the future. Marisa Sacks, Chanel.
Finally, another enthusiastic endorsement from Macy’s from a recent Lancôme promotion: This is really beautiful! ! ! ! Thank you – I love it. Maria Enza Finamore, Visual Merchandising, Cosmetics & Fragrance Designer, Macy’s.
The continuing success of this program has been widely noticed and similar digital signage applications have been adopted by restaurants, hotels, hospitals, commercial and residential buildings in the South Florida market.
For additional information please contact: Digital Signage Services LLC, or visit the website: www.dsignage.net.