Downtown Plaza
Downtown Plaza is a 22-unit shopping center in downtown Boise. The diverse range of 22 retail shops are tenants of DP Inc. (DPI) - the company that owns and operates the facility. DPI doesn't simply rent space in their facility. They believe deeply that, to remain competitive, the modern shopping experience should be just that: an experience. So they work hard to add value to their tenants offerings, to develop standards of quality, and to foster a measure of uniformity in the shopping experience that patrons can feel when they spend a day at their facility.
Most recently this has meant deploying an intelligent, yet light-weight custom media network throughout their center. DPI negotiated a great group discount with a national retailer of LCD screen displays. They installed six screens themselves and began to use ScreenScape as a community network and content services provider to create a fully branded, well-coordinated information display that draws on a range of content sources including slides, news feeds, and video.
DPI took advantage of ScreenScape's open architecture to develop a collaborative approach to content management that could establish a more professional, uniform brand for Downtown Plaza, and at the same time serve to help each individual retailer sell more items by offering opportunities to place timely strategic marketing messages around the entire mall. To get things started they encouraged their tenants to take advantage of their group discount, install at least one screen in each of their stores, and use their own personal ScreenScape account to participate in the Downtown Plaza Information Display.
So far 12 of their tenants have taken up the opportunity. Jollimore Toys, for instance, used their screen display to position their own tasteful messages, including sale items, product demonstrations, and store events, to patrons in their own store right at the point-of-sale. And, as a partner in the Downtown Plaza Information Display they were also able to notify other shoppers, those having lunch at the mall's food fair for example, about their weekend specials.
You can see why it is catching on. The Downtown Plaza Information Display is starting to bear fruit for DPI in a number of areas. The experience of shopping at Downtown Plaza has been boosted by the uniform branding, by the feeling of community and collaboration, and by the tech-savvy professionalism that their Information Display has brought.
With the festive season about to begin, DPI is rolling out a new set of seasonal slides that will update each partner display automatically. Event schedules and other logistics are being posted. It's comforting to know they have the service at their disposal in case of emergency.
What's next? Plans are being made to share content with neighboring residential and office buildings as a way to bring more people into their mall.
