Before we switched to Chrome, our store managers were bogged down by running all of our in-store marketing campaigns. The screens we used weren’t connected to the internet and had to be manually managed on-site, one by one. Store managers had to upload new images every time we wanted to promote a new menu item, daily special or social media contest. By modernizing our approach using Chrome digital signage, we’re saving hundreds of hours each week on this formerly time-intensive process. Today one marketer can manage dozens of campaigns in stores across Canada using Chrome Device Management and our signage software.
Adopting a digital-first approach means that Compass Group Canada can measure the return on its marketing investment, and Chrome is a key part of this. Each digital signage device costs about half as much as competing options, so we get more for our money. We use third-party software to analyze data from Chrome devices, so our marketing team sees how campaigns are performing right away. If we advertise a new pumpkin latte at a coffee shop, for instance, we can compare how many people saw our ad and how much our sales increased across stores.
Since switching to Chrome digital signage, Compass Group Canada has seen a 2-4% boost in sales from our marketing promotions, which is significant for a company that makes approximately $2 billion in annual revenue.
Chrome digital signage is part of a broader cultural shift at Compass Group. This year, we launched Compass Digital Labs, an offshoot dedicated to improving consumer retail experiences by building new technologies like mobile payment apps, on-site kiosks and wearable payment solutions.
Our digital-first strategy encourages us to try techniques like event-triggered marketing — promoting hot chocolate when temperatures dip below freezing, or offering a two-for-one beer special at stadiums when the home team's winning.
Consumer behavior is constantly changing, and we’re seeing how important it is to reach savvy customers on mobile, social and in stores. Our digital marketing strategy allows us to connect consumers with the right offers at the right time. Millions of people visit our retail locations every year, and with Chrome we can reach them all with the latest content.
