Broadcast technology company secures three-year deal to deliver smart digital signage
Screach, a programmatic broadcast technology company, has been re-appointed by Marston’s to further improve customer experience and increase sales in the pub chain’s venues using its data-driven digital marketing platform, Screach TV. The three-year deal, agreed following a competitive tender, extends Screach’s relationship with Marston’s, which has seen Screach TV installed on more than 550 screens across 106 venues since 2014.
Screach has worked with Marston’s to create Marston’s TV, a bespoke television channel showing a combination of promotional offers, local advertising and other pre-loaded content across screens in the chain’s town-centre bars, local pubs, and Generous George venues. Screach has also provided easily-updated digital signage for displaying daily specials, and interactive jukebox functionality.
Screach TV enables venues to broadcast their own bespoke television channels showing a mixture of pre-loaded content, live sport from their chosen providers, their own promotions, and relevantly-targeted third-party advertising from which the venue takes a share of the revenue. The platform can be integrated throughout a venue, pulling data from Epos, CRM, and stock management and beer flow systems, as well as from more than 1,300 external sources, to identify trends and opportunities on which to build dynamic, relevant, and interactive content and deliver it to customers via the venue’s existing screens.
Mike McMinn, Group IT Director at Marston’s, said: “Screach provides so much more than conventional digital signage. By enabling us to use screens to display content that is dynamic, interactive, and – crucially – relevant to our customers, such as promotions or local third-party advertising, on a venue-by-venue basis, Screach TV has delivered a direct positive impact. We’ve been working with Screach since 2014, and this new deal is indicative of the impact the technology has made to our business and our plans to expand the footprint of Screach TV in our venues.”
Robert Rawlinson, CEO at Screach, said: “Screens are often an under-utilised asset in the pub and hospitality sector. With Britain’s pubs facing ever-increasing competition for consumers’ leisure time and money, existing TVs can be an effective marketing tool. We’re delighted to have retained Marston’s as a customer, as further proof that Screach TV delivers real business benefits. Forward-thinking venue owners and managers – such as Marston’s – are looking to new technologies to help them better understand and communicate with their customers to increase footfall and sales and combat margin erosion.”
The new deal sees Screach, which completed a £1.13 million funding round and announced the hire of brewing and technology industry veteran James Dickson as chairman in September 2016, continue to build on its success in the pub sector to date. Screach TV currently runs on more than 3,500 screens in more than 1,500 venues, with subscription numbers doubling in 2016. In June 2015 Screach announced a three-year agreement with BT Sport to provide an exclusive service to subscribing venues.