News

Virgin Media rolling out sunlight-readable storefront digital signage across the UK

May 27, 2014

Virgin Media has collaborated with Esprit Digital to offer an in-window POS digital signage screen experience that won't be compromised by direct sunlight, according to an announcement from Esprit.

According to the announcement, Virgin Media is the first retail brand in the U.K. to install digital signage screens that can be viewed in all light conditions throughout the brand's estate. The first screens, located in its Oxford Street store, ensureconsumers will not experience any viewing difficulties through exterior shop windows in ambient sunlight. Past consumer problems associated with the sun's trajectory include the inability to read ATM screens and "bleaching" of display units through light interference.

"We're delighted to be the first retailer to fully embrace this technology," Virgin Media Retail Director Paul Williams said in the announcement. "These bespoke screens from Esprit are a key part of our strategy to attract new customers and drive them into our stores. The brightness and clarity are excellent."

In the last 12 months Virgin Media has introduced a number of in-store interactive touchscreen video walls to allow customers to browse and compare the options available. The success of using digital media within the stores was extended to store windows and, following a successful trial, 2014 will see a nationwide rollout of digital screens in every Virgin Media store, the announcement said.

"It has been a pleasure working with Virgin on this project," Esprit Digital Managing Director Peter Livesey said. "They had a very clear understanding of what they wanted to achieve, and our new high-bright screens in customized enclosures have gone down really well with both their staff and their customers. The UK rollout powered by Acquire Software will be finished this month, and I am sure other retailers will be watching closely."