Digital Signage solution in Tallinna and Tartu Kaubamaja
The history of the Group dates back to the year 1960, the opening of Tallinna Kaubamaja/Tallinn Department Store. Over the decades, the two department stores, respectively, in Tallinn and Tartu, have grown into the largest trading group in Estonia. Tallinna Kaubamaja Group represents such brands as Selver, Viking Motors, KIA, ABC King, SHU, I.L.U. The Group companies contribute more than one-tenth of retail trade in Estonia in general and employ more than 4,100 people.
In order to provide marketing campaigns more efficiently to its customers in the department stores and to offer more opportunities for presentation and advertising to key brands, a comprehensive solution for video screens was implemented in both Tallinn and Tartu Department stores.
Beforehand the notification of new campaigns took place with the help of pop-up advertising banners. Since ordering the pop-up banners takes a lot of resources, they need an unreasonable amount of space on the trading floor and the information on them expires quickly, this was not the most sensible in view of today's possibilities. So they decided to invest to the new and modern technology that would enable to direct all the information centrally – it’s possible to direct the campaigns from one computer, to show promotional videos for visitors and to send this information to different screens in different sales areas. This solution makes the implementation of strategic and comprehensive marketing campaigns possible.
Two video walls of 3.6 x 2.1 meters are located in the area between the floors of the Tallinna Kaubamaja Men's and Footwear World, which is one of the main customer walking route. The third, largest (4.9 x 2.8 meters) video wall is located above the escalator that connects the Female World and Beauty World. Exclusive and eye-catching video walls look effective in the rooms, and they are important sales support tools for the brands that Department Store represents.
Hansab also installed 55” screens to Beauty-, Footwear-, Home-, Men's- and Female World departments, which are integrated into the department store furniture so that they are not stand alone screens but an organic part of the room.
The Navori QL 2 + Navori Trigger Designer software is used to display the content. Navori software allows quickly to control the content of screens and simultaneously display multiple campaigns at the same time.
Liina Männama, Kaubamaja Development and Administration Director: „We started to draw the initial task of the Digital Display Project 2 years ago. Describing the needs of the marketing content and finding the suitable software took the longest time. The project was complicated, but fortunately, there were many professional parties involved, and today we can announce with a joy that we have successfully implemented the internal screens project and that has taken the in-house marketing and communication to a completely new level.“
Photos: Erik Riikoja
Furnishing design: Ruumilabor OÜ