Aldeasa Uses Digital Signage Managed by ASVideo to Broadcast Advertising to More Than 100 Million People in Spain’s International Airports
Aldeasa is one of the leading airport retail operators in the world, with a wide retail portfolio in both Spanish and international airports. Aldeasa’s management recognized that to communicate with its transient and sometimes time-pressed customers, it needed to develop a new way of communicating effectively. Its answer was to develop a high-impact, multi-screen and multi-location digital signage network.
A secondary objective is to provide a commercial platform from which to generate incremental supplier revenues from airtime sales and incremental uplift on advertised products and services.
After conducting a thorough exploration, Aldeasa decided that the companies Match Ingenieria de Sistemas and Scala Certified Partner ASVideo were the best choices to manage Aldeasa’s digital signage network. These two companies provide the optimal expertise for Aldeasa’s digital brand and content strategy. By using Scala software they can optimize and execute the content creation, scheduling and content management services that are needed for this multi-location network.
The network that was created by ASVideo and Match Ingenieria de Sistemas was designed to accommodate not only the initial set-up at Aldeasa’s first project, but also to be a framework for adding new networks. The platform can be managed centrally by ASVideo and can be multiplied without limitation.
Designed to provide customers with the latest information and promotional offers, the network provides various channels of product, price and promotional content relevant to the zone the customer is shopping in at that time at a certain airport. The network also gives Aldeasa’s staff the ability to upload messages directly to the screens for specific promotions.
Aldeasa started its digital signage network at Palma de Mallorca Airport and has recently expanded the platform to Malaga airport and the country’s main international airports in Barcelona and Madrid.
The latest addition to the Aldeasa network is the platform at Terminal 4 of Madrid Barajas Airport. ASVideo manages and powers the network, consisting of four video walls and 10 single screens, as well as 14 Scala Player licenses.
One video wall is set up in the sports area of Terminal 4. It is a two-by-two screen configuration, and it resembles a soccer goal. This installation is exclusively used by Adidas for commercial purposes.
Three video walls in the same terminal consist of a three-by-two set-up, using 40-inch screens. The installations are placed at strategic spots in the 8,000- square-meter terminal. These video walls display various eye-catching Aldeasa promotional offers, along with messaging that promotes the luxury brands offered in the Aldeasa stores.
Ten 40-inch screens are placed inside the retail area. These displays are mounted in a landscape setting. The sole purpose of these screens is to reemphasize the luxury brands within the Aldeasa store.
“The Aldeasa retail airport network prove that Scala software is the leading solution for a multi-location, multi-channel, centrally managed digital signage network. The graphic excellence of the Scala solution and the top-quality services of ASVideo enable luxury brands and Aldeasa to capitalize on the large number of air travelers in Spain.”
- Oscar Elizaga Vice President of Scala EMEA, India & Latin-America
The new “Walk-Through Concept” of Aldeasa opened in Terminal 1 of the Barcelona Airport. It is the newest retail expansion at the venue. Travelers can wander through this outlet, which consists of a retail module on each side of the pathway. One Scala Player powers five 46-inch portrait-oriented screens in each digital signage element. The store has two elements.
A true eye-catcher is placed in the arrival area of Terminal 1. Through one Scala Player, content is distributed to a massive sign cube. This “block” is 3 meters wide and 2 meters deep. It holds two LED screen panels that are each 2 meters by 2 meters in size. A special feature of this set-up is that video content can move from one screen panel to the other. These large panels enable Aldeasa to inform arriving passengers where to buy duty-free goods and to promote specials at the point of arrival.
Aldeasa completes its digital signage impact in Terminal 1 with various installations in three of its stores. A wide variety of promotional, informational and brandbuilding content is available across this network.
Promotional messages are distributed via 13 40-inch and 42-inch LCD displays, which are mounted in both portrait and landscape orientation. Two 57-inch freestanding LCD displays in portrait mode and two high-quality video walls comprising six and four 42-inch displays, respectively, are also installed. ASVideo uses Scala software to control these 25 display panels, which can display various content streams at different times, depending on the needs of the network.
The 42-inch and 57-inch portrait displays deliver store information and special offers, while several 40-inch screens above the checkouts deliver two key messages. The top third of each screen is split into two boxes, indicating which checkouts are open or closed. The remaining two-thirds of the screen promote a core offering with a strong price promotion to stimulate impulse purchases.
In Terminal 3 of Malaga Airport, Aldeasa manages an outlet of its retail concept called “The Shop.” With 2,300 square meters, it is one of the largest commercial areas in a European airport and the largest one managed by the company.
A video wall consisting of four 46-inch screens in landscape configuration placed below each other display two separate content streams. The screen at the top constantly plays duty-free brand elements in a dynamic loop. The other three displays form one large portrait screen that displays various promotional offers. To top it all off, a three-by-three video wall created with 40- inch screens displays an eyecatching variety of promotional videos.
Palma de Mallorca
In this digital network, a total of 16 screens are placed in key areas of the Aldeasa store to perfect visibility towards the customers.
Four zones were created within the store as a result of research into customer buying habits and their movements within the store. Seven content channels were set up to reflect and promote each core product category.
Zone 1 is the duty-free section with perfume, tobacco and alcohol products. This is the area with the highest footfall, and it contains nine screens. Zone 2 encompasses the rest of the store, and offers general merchandise. In that section, six screens are placed at key points to ensure that customers can constantly see promotions.
A customer “info point” at the cashier’s desk — Zone 3 — was also created. Here, a part of the screen shows the same content as the general merchandise stream. In a sub-window within the screen, staff members can upload their own messages in a ticker format.
Zone 4 is a premium storefront channel consisting of one large rear-projection unit located within Aldeasa’s shop window. This stream displays one promotional offer at a time to assure maximum impact toward the airport concourse to attract customers.
With the installations at the Madrid, Barcelona, Malaga and Palma de Mallorca airports, ASVideo and Match Network Ingeniería de Sistemas now operate digital signage networks in four different locations. They have installed and run more than 80 screens in various sizes and screen configurations for Aldeasa with more than 60 Scala Players. The companies have created 14 different content channels, and they have installed the full IT infrastructure and the networks. Plus, content is operationally managed by ASVideo.
“Aldeasa is very satisfied with the solution that was created by ASVideo and Match Network Ingeniería de Sistemas,” said Javier Menéndez Brañas, Commercial Director at ASVideo. “We manage Aldeasa’s great variety of screens and content from our office successfully, guaranteeing the maximum uptime, network stability and the creation of impactful promotions. A crucial element for our solution and service is the fact that we work with Scala software. Aldeasa has defined standard screen formats and configurations for all of their outlets. By using Scala software, we were able to create a set of templates and frames to answer fast to Aldeasa’s needs. Via this Scala functionality, the content that we create always fits and it can be installed or uploaded immediately. This is of the highest importance to Aldeasa.”
Aldeasa´s main line of business involves airport retail distribution spread over four continents, with a wide variety of shops and with brands of the highest international prestige. They offer traditional duty-free products such as perfumes, cosmetics, food, tobacco products and beverages, as well as clothing, leather goods and toys.
Aldeasa currently manages retail areas in 49 domestic and international airports. It has 242 shops around the world, over 60,000 m2 of retail space and more than 3,700 employees in 20 countries over four continents. More information: www.aldeasa.es.
ASVideo was established in 1989 as a video production company, offering creation and editing services to the digital signage business sector. Initially, the principal activity of ASVideo was the creation and production of video material for pharmacological companies and hospitals. In 2003, ASVideo create a new division dedicated to the creation of content for the emerging digital signage market, specifically regarding interactive applications given that, in the company’s view, interactivity is the reason for future customer engagement once the broadcast media element has been fully understood and by customers.
In 2004, ASVideo chose Scala as its preferred digital signage creation and management application as it provided a comprehensive suite of features and benefits required by ASVideo to fulfill its content creation requirements. Subsequently, ASVideo has become a leading reference partner to Scala in content creation and script designing in Spain.
High-profile clients include Warner Brother Theme Park, Madrid Polytechnic University, Valencia Subway, Carrefour TV, Banesto Bank, Telefonica Product, Bonalba Golf TV, Aldeasa, SESCAM (Health Care service of Castilla-La Mancha) and INFINITI. More information is available at www.asvideo.net.