Yamaha engages customers with mobile demos

Yamaha-branded zones in music stores across Europe now enable customers to access product information videos and promotions on a large display screen controlled by their smartphones.

The firm commissioned UK-based agency Mindbomb Creative, already a Yamaha certified supplier, to create the system allowing consumers to interact with digital signage screens via their mobile phone.

It is currently running in about 25 in-store screens at retailers in the UK, Germany, France, Spain, Italy and Scandinavia.

Outside of store opening hours, the system can also be used for staff training.

“The benefits to Yamaha have been many,” said a spokesman. “Particular highlights, however, have been for store staff to use the digital signage network as a closing tool as well as for B2B training and awareness. Where the benefit significantly lifts is the ability to dynamically address consumers while in-store and give them access to extra information at their leisure via their personal control should they require it.”

The project uses a platform called Signagelive, also incorporating the agency’s purpose-built Web service and smartphone interface, known as Screenfinity,

“Our cloud-based software written in HTML5 has enabled Mindbomb to incorporate interactive functionality onto Yamaha’s digital signage network without needing to replace already installed displays, thus maximising Yamaha’s investment and taking its digital marketing capabilities to the next level,” said Jason Cremins, Signagelive’s CEO.