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Outside promotion screens send Londoners doughnut crazy at Piccadilly Circus

Antony Savvas | Feb. 27, 2015
The doughnut shop used live data from its Shopwave point-of-sale (PoS) software to push specific promotions during quiet sales periods.

Crosstown Doughnuts
Crosstown Doughnuts advertised a coffee and doughnut deal in quieter periods or when stock was running high, based on real-time PoS data. Image credit: Crosstown Doughnuts

A doughnut vendor's promotional sales have shot up 150 percent thanks to an out of home (OOH) advertising campaign. The campaign involved OOH specialist Exterion Media, Transport for London (TfL) and Shopwave, the iPad PoS (point of sale) specialist.

Crosstown Doughnuts achieved the sales increase during a two-week advertising trial at Piccadilly Circus. The partners offered commuters at the station live promotions through advertising screens in and around the station.

Staff at Crosstown Doughnuts' West End pop-up shop were able to use Shopwave's PoS software to push a coffee and doughnut deal to the Exterion-managed digital screens. The system enabled the retailer to control the delivery of advertising messages, allowing for greater flexibility and more dynamic messaging.

In two weeks, the trial increased sales of the promotion itself by 150 per cent and overall transactions at the store by nearly 10 percent. JP Then, co-founder of Crosstown Doughnuts, said: "Being able to use one system that delivers a simple way to drive footfall to stores through digital screens is a ground-breaking concept for retailers. This is a truly innovative idea and we're delighted with the results of the trial."

Graeme Craig at Transport for London said: "This partnership is a great example of what we are doing to utilise our assets to deliver the services our customers want. We are delighted that this trial has been such a success and look forward to working with more retailers across our network and using this kind of targeted advertising for the benefit of our customers."


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