Signage that Sells

Though executives at The UPS Store in Canada are just beginning to tabulate results of a digital signage rollout, they already know it has been a success. "The stores that have installed the signs all appear to be extremely happy with the installation," says Malcolm Houser, executive vice president and COO. One particular franchise owner, he says, was able to upsell a regular customer who viewed a digital promotion for business cards. The customer had come to the store just to pick up a print order and purchased a full set of business cards.

Digital signage "provides the up-selling and cross-selling that is very difficult to get sales people to do," says Houser. "People come (to The UPS Store) with a purpose, usually to ship a package. Once they've finished, they leave. The sales associate has very little time to introduce the range of other
services that are available."
Beyond Packages
Formerly Mail Boxes Etc., The UPS Store is widely known for its package handling, courier service and mailbox offerings. But document services totals a full one third of the company's business. "One of the challenges our system faces is that we offer a range of services that a lot of people aren't necessarily aware of when they look at the name The UPS Store," explains Houser. In an effort to better educate its customers about its varied products and services, as well as better reach customers with targeted promotional messages, The UPS Store turned to digital signage.

After soliciting franchisee suggestions and feedback, The UPS Store chose CCi to assist with the implementation. CCi offers a turnkey solution composed of offerings from CCi and two partner companies. CCi handles the selection of technology infrastructure and content delivery, plus all managed services. Partner company Real Digital Media provides the media players and hosted server software and partner company EyeQ Digital creates all the digital content.

Up and Running
In June 2006, Houser presented the total CCi package to the franchisee advisory board. The response was positive. By August the first digital signs were in place and as of press time 68 stores have installed the signs. "We're up and running," says Houser. "We're installing about 10 a month. My goal is that within three years we'll have it in 95 percent of the network."