In an effort to increase customer engagement and awareness of new products and offerings, SUBWAY has extended its partnership with Real Digital Media. The sandwich chain has implemented Real Digital Media’s NEOCAST digital signage platform in approximately 1,000 U.S. locations, and has announced plans to rapidly expand this initiative worldwide.
The SUBWAY TV & Radio offering provides a mix of video content that features Subway products and promotions, and streams music delivered via the web. Featuring hardware including Nexcom fan-less media players and Samsung 40-inch commercial-grade high-definition displays, all SUBWAY TV & Radio rollouts are deployed in the queue area where customers place their orders.
“Given the size and scope of our business, our marketing emphasis is not on having a singular message during one particular point of time,” said Tony Pace, Franchisee Advertising Fund Senior VP and CMO for SUBWAY in a press release. “We’re selling sandwiches all day long to more than 30 million customers per week. SUBWAY TV & RADIO gives us a vehicle to interact with customers in a meaningful way.”
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All program content is supplied and managed in a national platform. However, franchisees have individual control over what is played by logging on and scheduling changes through a portal. The network allows for local control of playlists across several time slots, such as breakfast, lunch or dinner, creating a more personalized experience for visitors based on local preferences.
“From the start, SUBWAY had a clear vision for a tool that would allow franchisees to customize their local playlists without touching the core application,” Ken Goldberg, CEO of Real Digital Media, told Retail TouchPoints. “We were able to demonstrate how our architecture would allow us to develop that rapidly, which we ultimately did. That tool is now known as NEOCAST Director. Using Director, a franchisee can easily decide, for example, to insert a promotion for adding pepperoni to a sandwich instead of one for bacon, if that is what their customers react better to. SUBWAY has armed them with both the content and the tool for making a localized decision easily, while still adhering to their corporate content standards.”
