Road Tech Marine retail upgrade
Road Tech Marine (RTM) wears its heart and name on its sleeve. It’s all about encouraging Aussies to get out on the water, into the bush or do a ‘big lap’ in the caravan.
Building community is important for RTM’s retail outlets and is rolling out digital signage to help encourage devotees to connect with the brand and with other die hards.
RTM is part of the Jaycar retail group. Being ‘Jaycar’ it has some solid tech smarts, so the design and installation of the project, as well as the subsequent hosting and management of the signage, was and is handled in-house without the need for an integrator.
Heading up the rollout is Dave Burns, the Digital Delivery Manager for the Jaycar Electronics Group: “This is our concept store. We’ve had a redesign, remodel, restructure, a full renovation inside and we also wanted the addition of the interactive screens to help make our stores experiential.”
INSPIRATION ZONE
Dave Burns: The digital signage is in the middle of the store in our Inspiration Zone, which is a bench dedicated to the Cruisin’ Club. Cruisin’ Club is our loyalty program and you’ll find customer’s photos on cork boards as a backdrop, showing their four wheel drive and caravanning adventures. It’s quite a focal point.
Currently, the signage design is based around three interactive Elo tablets: two are devoted to encouraging customers to sign up to the loyalty program, and the third Elo touchscreen provides a kiosk view of the Road Tech Marine website.
The customer can now come in, sign up online and become a part of the club, and all that’s self-serve. And then in the future we can load custom applications; use them as video screens; as POS signage; as web portals and browsers; and more. All that’s managed from EloView — Elo’s solution for remote content deployment and device management.
BIGGER PICTURE
Dave Burns: The in-store digital signage is an important piece in the relaunch of our Cruisin’ Club program. Over time people will see where other people have been, and they’ll have access to our blog site where they can peruse short stories and read about people’s experiences of different destinations. They can plan their next trip; jump on our website; get more information about the products they’re looking at; and explore additional content we’ve hosted on our YouTube site. It’s a window to all the community-focussed content we’re providing.
ELO SOLUTION
DigitalSignage: What are the advantages of the Elo product?
Dave Burns: Elo provides screens and a CMS, plus it offers an all-in-one solution with pedigree in this space — after all, if they’re good enough for McDonalds… We’re using an Android tablet running pre-installed EloView software. We’re using the tablets’ built-in wi-fi for the internet connection but you can used a fixed LAN connection, which is great for reliable download speed and network stability. The EloView program allows us to monitor and maintain the units.
EloView has some advanced logging and reporting features. You can manage your screens into customisable groups — whether that be sites, or a particular zone across all your stores. It means you can easily update one tablet or a group of tablets, push content to an individual stores or every screen in your network at once.
DigitalSignage: What’s the big plan?
Dave Burns: The plan is to roll out signage in all our future store refits. We want an experiential retail environment where grey nomads and tech savvy boaties can engage/learn/educate and order using self serve touch kiosks. We want POS display systems that are easy to use and with the functionality to stream information in a timely manner.
Road Tech Marine: www.roadtechmarine.com.au
Soanar (Elo Distributor): 1300 365 551 or www.soanar.com