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Now with 57 stores across Australia, and a strategic plan to increase their in-store presence, Haymes Paint have been implementing digital signage as a key marketing tool.
bringing brick and mortar into the digital world
Born in Ballarat in 1935, family run Haymes Paint is now in the hands of the fourth generation of Haymes; pushing the boundaries of both quality and environmentally friendly paint manufacturing. Now with 27 stores across Australia, and a strategic plan to increase their in-store presence, Haymes Paint have been implementing digital signage as a key marketing tool.
“We acknowledged the trend towards digital signage in retail, and our business strategy has been to increase foot traffic and retail customers into our store network,” explains Sarah Durham, MAP Program Manager at Haymes Paint.
“It’s a matter of moving with the times and adding another innovative way we can communicate with our audiences. It made sense to offer moving images and bring life to the paint shop environment. We were also looking to save on printing costs and recognise that there is a great advantage of speed to market with these screens.”
choosing the right solution
With any digital signage network, a Content Management System is required in order to manage and update content on your screens. Haymes Paint settled with Fusion Signage as their CMS, after some research of their own.
“We first used another supplier for a 3-month trial,” explains Sarah, “We found their software to be clunky and difficult to manage. The screens we ordered through them were also substandard, as was their service.”
“We have found the Fusion Signage software much easier to manage and much much more flexible. I love that the software is streamlined and simple but that there is the ability for complexity in arranging the content that caters perfectly to our network. The service has also been far superior.”
creating engaging content
For Haymes Paint, digital signage isn’t an afterthought or an add-on of any measure. Their screens and the content required for them is very much part of their marketing strategy.
With each new campaign their creative agency develops, the digital screens are part of the mix and is key in engaging their in-store customers.
“It is imperative that we have clear, concise and engaging content as we have a limited time to engage the customer. They may be browsing the store and waiting for paint to be tinted, so it is about catching their attention and giving them information that will help them make a purchase of our products.”
“We run large scale National Campaigns across our Company Owned Store Network and the wider Stockist Network. Therefore, we need to ensure the campaign is showing on the screens on the day it commences and runs until the day it finishes. This is an important part of our marketing plan.”
Now with their digital signage network, the Haymes Paint team are further demonstrating their progressiveness as they bring to life their brick-and-mortar presence.
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