It reaches new and current customers through a variety of marketing channels including their 1,300 retail stores in 81 cities throughout Turkey.
The challenge for Türk Telekom was to create an enhanced retail environment where customers would be able to quickly find the products and services they were looking for and access the best deals available to them with, or without, one-to-one customer service support.
In order to meet this challenge, Türk Telekom turned to Kiosk Innova to develop a digital signage network capable of delivering high-quality product, price, service and brand messaging into stores to support the sales process and help educate customers on product features and benefits.
In order for the retail network to reach customers across the store, LCD screens were installed within a Türk Telekom branded bezel which sits behind the customer service counter of each store. This location provides customers the opportunity to view big, bold, branded messaging from across the store and while queuing.
This “big and bold” concept conveys key messages to customers quickly and impactfully. The content includes way-finding guides, product information, latest handset, tariff and bundle details, and branded content from Türk Telekom.
“Türk Telekom has recognized that digital screen media provides the ideal platform for promoting their products and services. Using digital media to showcase user benefits, as well as key price, tariff and special offer information, brings the proposition to life. We are very pleased with the results of the work so far and Türk Telekom’s commitment to roll out to all stores by the end of 2010,” said Sevim KIZILTAN, Digital Signage Project Manager, Kiosk Innova.
As the full-service provider, Kiosk Innova provides channel design and content management services, procurement, installation, integration, ongoing network support and staff training to Türk Telekom. All content is managed remotely by Türk Telekom with support from Kiosk Innova which uses Scala to power the content management system. This “remote control” enables authorized users to control the broadcast, add content, and update pricing efficiently through a password-protected Web portal.
Scala has also enabled Kiosk Innova to provide remote control networking, leading to lower operational costs, and an efficient upgrade and update process. Scala is able to turn screens and audio output on and off according to store opening times, reducing power consumption and extending screen life. Other systems including network health monitoring are used, which saves costs by eliminating unnecessary, costly maintenance visits.
By the end of 2009, 100 systems were installed across Turkey, with the balance of 1,100 being installed by the end of 2010.
“Türk Telekom and Kiosk Innova have a clear vision for how they believe digital media will benefit their retail business of over a thousand sites with a wide mix of customer types across the region. Their need to target their customers effectively makes digital signage a highly complementary addition to their marketing effort. We are very proud to have been chosen to help Kiosk Innova and Türk Telekom deliver this exciting new marketing channel,” said Oscar Elizaga, VP EMEA, Scala.
About Kiosk Innova
Kiosk Innova (kioskinnova.com) is a registered brand of Innova IT Solutions Inc. and is the leading kiosk and digital signage systems producer in Turkey. Carrying out all stages of kiosk applications from industrial design to production at its own production facilities, Kiosk Innova is the only kiosk producer of Turkey that can produce custom-designed products that can meet any requirement of its customers. Kiosk Innova exports specially equipped kiosks and digital signage solutions to many countries in Europe and is also the founding member and only Turkish company in the European Association for Self-Service which was created to determine the standards of self-service devices in Europe.
Driving more than 500,000 screens worldwide, Scala (scala.com) is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries.