Digital Signage Telefónica Germany

Developing a new digital experience

for Telefónica Germany's point of sales.

To utilise the advantages of digital marketing at the point of sale, Telefonica Germany needed to optimise their existing but fragmented in-store digital touchpoints. The goal was to create a more significant impact on customers and improved both engagement and retention with in-store media.

Central issues were modernisation and scaling of the existing technology landscape, optimising support and service processes and creating innovative digital campaigns.

Video by www.janglednerves.com

We broke these goals down in three tasks 1) choosing and implementing a new technical solution for the distribution of digital content, 2) building an appealing advertising space for the content and 3) creating engaging content.

The primary challenge was to determine, how customers engage with in-store media and how high their retention rate is. While we can track and know a lot about user behaviour online, the same is not true for in-store media interaction.

Images by Bastian Gierull, www.janglednerves.com

To gain insight on how customers interact with digital media while in brick-and-mortar stores, we developed a state-of-the-art face tracking prototype. These prototypes were placed around stores in key locations and allowed us to track customer engagement with the medium. Combined with customer surveys, we generated meaningful insights on customer retention.

Evaluation the data we collected, we gained several interesting insights, which we combined into two guiding principles:

Big is beautiful - by focusing digital media in few, relevant locations but at the same time increasing its size, we reduce clutter and manage to create a bigger impact. Larger digital areas offer the possibility to create bolder and more creative content.

Less is more - while digital media offers the possibility to display a wide range of content, this can easily lead to over-stimulation, ending up as an annoyance. By focusing on selected content and interactions we reduce distractions and make the medium more relevant for the customer.

Original Photo by Michael Dam on Unsplash, Images by Bastian Gierull,

In terms of design, we developed an innovative digital communication strategy. Making sure to create captivating content, that uses the full functionalities provided by state-of-the-art digital signage technologies.

We designed campaigns based on research data and with the unique

characteristics of the medium in mind.

Content has to be captivating, but never distracting. Animations need to be dynamic and organic to captivate the customers’ attention but also fit into the in-store environment. We designed campaigns based on our research and with the unique characteristics of the medium in mind. As a result, the new communication strategy achieved a more significant impact on customers and improved both engagement and retention.

Images by Bastian Gierull, www.janglednerves.com

Iterating on the positive results of our prototype system, we designed a system of innovative digital touchpoints for a more immersive in-store experience.

To ensure smart management and distribution of multimedia content all digital touchpoints are powered by an easy-to-use CMS. The system allows coordinated, central control, while still leaving enough room for shop managers to adapt content to their specific needs. Reducing feedback loops or maintenance time, and still keeping a holistic brand experience.

Image: Telefónica Deutschland

The improved digital communication strategy was ultimately integrated as a core approach into Telefónica's store of the future concept "o2 LIVE" and rolled out internationally.

Thus helping to build an entirely new approach to in-store experiences, with a clear focus on discovery and interaction, while at the same time reducing distraction. All digital touchpoints and media are seamlessly integrated into the shop environment and the customer journey. Creating a versatile digital landscape from branding to interaction to e-commerce. Easily adapted for different shop sizes (from flagship to shop-in-shop solutions) or use cases.