Projects: Impulse Buy Screens At Sydney Opera House
March 6, 2013 by Dave Haynes
So, I would like to sit and have a drink here.
The Australian integrator Mediaplay and its software partner YCD Multimedia have sent out details and images of a project involving the Opera Kitchen restaurant, which is part of Sydney’s iconic Sydney Opera House.
The restaurant is an open air venue located on the lower concourse, overlooking (sigh) Sydney Harbor, the Harbor Bridge and the city skyline. There are impulse order-driving point of sale screens fixed at the restaurant’s Misschu Vietnamese food and Bécasse Bakery departments.
Says a release:
YCD|Impulse, the company’s solution for merchandising and promotion at the point-of- sale, displays promotional information about the restaurant’s offerings, including some of Sydney’s most sought after dishes and seasonal food specials, as well as information about Opera House events. The screens are connected to the in-house wireless network, and receive content updates via the YCD platform, managed by Mediaplay. Opera Kitchen has local control to change daily specials.
The new screens join a music channel that has been installed by Mediaplay, with customized playlists featuring soul, reggae and roots to suit the outdoor sunny vibe.
“We had great success with the screens’ impact on sales and awareness of items, such as Mulled Wine, which customers previously would not have known were offered,” said Pete Boyce, Business Operations Analyst, Opera Kitchen restaurant. “We plan to install the YCD RAMP management system and YCD’s Menu Board solution, which will further help us drive sales of new products.”
“The project demonstrates the importance of digital media as a promotional and selling tool in restaurants, attracting diners’ attention and assisting them in their decision making process,” said Arik Roztal, General Manager of International Operation, YCD Multimedia.” The ability to create and change promotions easily and quickly at the points-of-sale, according to season, time of the day and stock levels increases sales and enables effective suggestive selling.”