Krispy Kreme Edinburgh creates an original digital signage solution to attract the customer

Digital signage software is used from Embed Signage to manage the Led'Hole in the Wall solution’ that has been installed at the entrance of the Krispy Kreme in Edinburgh.

The store that Krispy Kreme has in the mall St James Quarter of Edinburgh (Scotland) opened its doors at the end of the summer of 2021. This establishment, dedicated to the production and marketing of donuts, has followed the steps that the brand has already carried out in other points of sale such as those in North Carolina (See more details at Digital AV) and has opted for embed signage software for the management of the digital signage solution implemented.

This store is a modern take on founder Vernon Rudolph's original initiative. in 1937, when I was cooking donuts in a rented building in North Carolina, passers-by smelled them and stopped to ask if they could buy them fresh and hot. He made a hole in an outside wall and started selling donuts. Hot Original Glazed directly to customers on the sidewalk. This story is maintained in the St James district of Edinburgh, where you can serve dozens of people directly through the Led hole in the wall (‘Hole in the Wall‘ ) and the dynamic experience around 'Hot Now' donuts’ has become a key element of the store.

The 'Hole in the Wall'’ led is a world first for the Krispy Kreme brand, since it uses digital technology as the main element of the operation of the store. The content has been custom created for this initiative with 3D effects, generating an attraction piece with Wow factor.

“Customers love to take a picture next to the 'Led hole in the wall' and it represents the brand very well”, explains the Head of Retail Sales at Krispy Kreme UK.

To add dynamism to the establishment and excite and delight customers, there is a tablet of 10 inches with which staff activates status Hot Now at the time or by a countdown of 30 minutes, that at the end adds additional content in the menus board, in 5 retatro format×1.

During the countdown of 30 minutes, every five there are various content changes on screens to attract consumers. During the last 10 seconds there is a full-screen contact in the menus board 5×1. Once finished, and with donuts Hot Original Glazed ready to be served, the contents of the screen change to the menu Hot Now and pomotions (5×1 menus and Led hole in the wall).

At the same time, orders are sent to the store's lighting system to dim the main white lights, activate the red strips all over the roof and windows, as well as activating the red signs of Hot Now at the service desk and store entrance. The whole store becomes Hot Now and is visible to any passerby.

“Embed Signage has helped us elevate our in-store experience for customers. System flexibility allows hundreds of touchpoints to be managed in one accessible place. It is the most intuitive CMS, flexible and powerful for our digital display”, comments Krispy Kreme UK's Head of Creativity.

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