Summary
Blue Diamond is a leading manufacturer of tractor attachments headquartered in Tennessee with many retail locations across its extensive network. Blue Diamond was facing a common challenge with lost sales opportunities due to a lack of product knowledge. They employed Red Dot Digital Media to enhance product merchandising and educate sales staff at crucial retail locations.
Challenge & Solutions
Red Dot Digital Media was engaged by Blue Diamond to enhance product merchandising and educate sales staff at crucial retail locations. Red Dot, along with spinTouch, conceived a touch-interactive kiosk designed by Crimson AV to present information about Blue Diamond’s tractor attachment portfolio in a captivating and user-friendly manner.
The touch-interactive kiosks from Crimson AV empowered customers to search and filter products easily and provided additional information like product videos, downloadable spec sheets via QR codes to their mobile devices, and even connect with Blue Diamond support in real-time through the kiosk’s display. This customer-centric approach enables self-education and direct interaction with Blue Diamond without relying on salesperson intervention.
The Technology
Crimson provided (10) KFP249TA LCD All-in-One Kiosks with a 49-inch touch-interactive display and a BrightSign XT1144 media player. Blue Diamond opted for BrightSign over Android devices due to its superior speed, responsiveness to touch, and faster page scrolls. To address connectivity challenges at certain locations, Red Dot integrated BrightSign Mobile, offering cellular internet connectivity, alongside Wi-Fi and hardwired options for diverse internet connectivity needs.
The Crimson kiosks offers a sleek, stylish yet rugged design, with simple installation and maintenance. The 10-points of touch-interaction allow users to simply drag and drop items into the shopping cart, and a fluid touch experience to engage store patrons.
Crimson provided integration and staging services for the project. As part of their service, they customized the back panel and drilled holes to accommodate both the Wi-Fi and cellular antennas. They also installed and tested the BrightSign media players and content provided by Red Dot along with the touch functionality to ensure Blue Diamond’s project would be deployed successfully once installed.
Implementation and Results
Red Dot implemented a robust CMS solution that automates the extraction of appropriately tagged product data from the Blue Diamond website into the kiosk’s CMS. This automation significantly saved time for Blue Diamond by eliminating the manual entry of product data. While content is automatically sourced from the website, the user experience is tailored uniquely for the retail environment, offering customers an intuitive path to explore Blue Diamond’s diverse tractor attachment portfolio.
Additionally, store personnel can easily customize individual kiosks, displaying specific products based on regional availability. For instance, stores in the Midwest can feature farming equipment, while those in snow-prone regions can showcase snow plow attachments.
Project Partners
Red Dot Digital Media – Content and System Design
BrightSign – media players
