In an attempt to increase customer engagement, Total Wine and More is now using dynamic digital retail signage in order to share details about the types of wine it sells. This change was implemented after the brand noticed that consumers were becoming less fixated on alcohol levels and ratings and more interested in discovering "the romance of a product," by learning its origins and the people behind producing it.
This digital signage solution has now been implemented in more than 125 stores across 18 states. In total, the retailer now has more than 40 hours of video content, with each segment lasting about a minute. One of the benefits to using this technology is that Total Wine and More staff can make a last-minute programming change if they know there will be an in-store tasting hosted with a focus on a particular winemaker.
Going forward, Total Wine and More has plans to increase its use of digital retail signage for education purposes by allowing consumers to choose the products and regions that they want to learn more about.