Digital signage in retail with Birmingham St Mary’s Hospice

Providing end of life care for people and families across Birmingham and Sandwell is the primary role of the amazing Birmingham St Mary’s Hospice charity. Now in their 40th year, they provide services in people’s homes, in local communities and at the hospice. The hospice focuses on helping people live well with life-limiting illness and supporting their loved ones, families and carers. Funding is generated through a programme of fundraising activities including events, campaigns and business and community partnerships and also through a network of 17 high street charity retail shops. Some shops have specialisms including designer labels and furniture, with all selling high quality donated items.

TrilbyTV has been installed in all of the shops as a way for the central marketing and retail teams to provide customer information including current promotions and fundraising activities.

Instead of displaying their digital signage content on TV screens, the charity chose to use Samsung tablets mounted in secure brackets right by the cash desk. These tablets are multi-purpose units being able to show digital signage content as well as being online devices giving customers the opportunity to sign up to Gift Aid when they make donations. Being by the cash desk means all customers will see the screen making this a good location to push current marketing messages. The dwell time for customers at the cash desk is normally less than 60 seconds so having engaging content that changes quickly is important. The marketing team have opted to create simple slides which are bright to attract attention, light on text and with a simple call to action.

Head of Retail, Jonathan Varley said.
“The tablets in each shop will help us gather data more securely from our generous donors and also gives our marketing team a simple and quick way to feed content directly to the shops, requiring no action from the on-site staff.”

The TrilbyTV digital signage solution is cloud-based meaning that marketing staff can access from anywhere to add content. The players then automatically get any new content and can start showing it in less than 60 seconds. The slideshow from marketing is complemented by the @brumshospice twitter feed which is posted to on a regular basis, and automatically updates on each of the tablet screens each time a new tweet appears.

We’re proud at TrilbyTV to have been selected as the platform for this initiative. Our simple to use platform makes it easy for staff to keep the screen up to date and with support for device rotation and auto-start functions the TrilbyTV Player app is always running and looking great in the shops.

Be sure to drop by a Birmingham St Mary’s Hospice shop to see TrilbyTV in action and pick yourself up a bargain!