Türk Telekom is the leading telecom operator in Turkey, representing 17.3 million fixed-line customers, 6 million ADSL line customers and 12.6 million GSM subscribers. 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.
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