Recently, CRI’s SVP of marketing Beth Warren set out on a “digital safari” through New York City’s infamous, ever-changing Times Square. According to recent stats, approximately 360,000 people pass through Times Square daily, the majority of those being tourists. Beth’s intention for her safari through this major commercial intersection–one she has visited countless times as a native New Yorker –was to see what kinds of changes, trends, and surprises she might discover in terms of the myriad of digital signage strategies deployed in order to stand out in one of the most highly competitive, highly saturated marketplaces on earth.
Walking on foot and armed with her notes app and a camera, Beth documented her impressions. We’re pleased to share her journey here. These are her notes.
I’ve always loved New York, and I’ve always loved Times Square. Every time I go, I see something new, something exciting, something brilliant. It’s a place where taking big chances can either change the course of a brand or expedite its downfall. I thought it would be interesting to revisit a place that I go to very frequently and get a pulse on how things have changed since the last time I was there, which was a short 6 weeks prior in April. And since then, much of the landscape looks different if you examine closely.
Times Square is a one-of-a-kind digital epicenter where the commercial competition is fierce. Screens are stacked high, vying for the attention of millions of tourists, native New Yorkers, and daily commuters. Every inch of real estate is leveraged for digital displays. In Times Square the strategy isn’t just about being innovative, it’s also about continuously evolving, continuously pushing the envelope to turn heads, get noticed, and deliver audience impressions to the media community. The brands who stay ahead in Times Square have always been the ones who keep updating and refining their digital content to stand out amidst the visual cacophony. My discovery is what’s happening not so much on the outside, but what’s going on behind the doors of famous retailers and brands who have put a stake in the ground and often double down on the role of digital inside their four walls.
My safari began at Krispy Kreme, located at 49th and Broadway. In the six weeks since I’d been there last, the transformation was striking. The last time I’d come in, they’d had high-top tables and projection technology to engage customers. Now, the seating area has been replaced with self-order kiosks. This is part of a “DIY” trend I’ve noticed in QSRs, meant to enhance operational efficiency and increase throughput. It’s a smart move for QSR experience, because customers tend to order more–up to 20%–when they use self-service kiosks because they feel less self-conscious about the items they desire (admit it, you’ve been there, too). And in a place like Times Square where you have people coming in from all over the world, the option of ordering from a self-serve kiosk helps alleviate some of the stress that can be caused by language barriers.
The other restaurant that impressed me on my safari was the Raising Canes flagship store on Broadway. They’re nailing their omnichannel marketing strategy. The last time I was in TSQ it had been under construction, but that’s all been completed and it’s now open to the public–and it was worth the wait. It’s spectacular; a real visual feast and completely mixed media experience. You go in, there’s a number of LED configurations that greet you, squares and cubes that rotate in a visually appealing way. The branding is consistent–their signature red is everywhere–and it has a friendly, inviting vibe. Even the floor is part of the experience: it’s laid out like a red racetrack, directing you to the dedicated areas for mobile and kiosk pickups. There’s no confusion about where to pick up your order, whether you’re a customer who ordered using a mobile app or if you’re a concierge service like DoorDash. The thing I loved about it was how they create a whole experience in their store, and they make it so easy for the customer to engage and transact how and where they wish – to grab and go or to pause for a bite. This “global flagship” as its signed is a must-visit for those who crave a best in class experience as a guest – or as a digital practitioner.
The other place that impressed me with its omni channel offering was JD Sports, also located on Broadway, although just beyond the Times Square lease line, so to speak. When you enter the store, it’s a whole immersive experience. The store’s architecture offers floor-to-ceiling LED displays, digital podiums, and interactive tools like digital try-ons. I was particularly impressed by a digital screen that lists order statuses, allowing people to track purchases in real-time. I played with some of these elements and found that the virtual try-on screen wasn’t functioning properly, though, which detracted slightly from the overall experience. Kind of a thumbs-down as I was lured in by the tech and curious to engage, and when it didn’t respond to repeated attempts – it harkened back to the burden being on us [myself, my company] to get it fixed quickly.
After my stops at Krispy Kreme, Cane’s, and JD Sports, I was excited to stop in at some of my favorite flagship stores.
I always go to Sephora when I visit Times Square because they know how to contour the experience based on peoples’ needs and preferences in a way that’s pretty brilliant. They lean heavily into omnichannel in how they market themselves, making it easy for their customers to engage with their products digitally and physically. They understand the fact that when people go into retail stores, they want to touch and feel, and they want to leave with something in their hands. E-commerce is excellent and serves its purpose, but the smart retail stores know how to present their product assortment in ways that resonate better with their in-store shoppers and help them make choices more quickly.
When I stepped into the Sephora flagship store, I was greeted by a massive LED screen in the lobby. There was a VR “Shade Finder” experience, set-up that through a series of responsive gestures, recommended my ideal shade of foundation from an iconic make-up artist. They did not dismiss the value of a brand ambassador and sales associate to pull shoppers in, and provide that human touch for assistance along the way. I loved this blending of technology and personal service and thought it was ingeniously done.
They also had a selfie station set up with a big ring light, encouraging customers to share their experiences on social media. This is becoming more and more the norm in brands who are attuned to today’s consumer: they recognize that modern shoppers no longer go shopping for the purpose of executing a single, pragmatic transaction. People go shopping to have experiences, to create memories and Instagrammable-worthy moments, and to tap into their “explorer instinct.”
I timed my visit perfectly as it just so happened Sephora had implemented the AR experience the day prior. In our world, this is known as “day 2”, which we obsess over so that [digital] continues to work with ease, accuracy and consistency. The store staff seemed genuinely excited about it being an addition to the welcome lobby and hopeful it would have a permanent home. I’m guessing it’s a pilot or test and learn, or short-term activation. I’ll definitely visit next time I’m there to see its ultimate fate.
There’s no place like Times Square, and there are some things about it that can’t be directly translated into smaller retail settings, but plenty of it can, from a strategy and intention perspective.
As I made my way through TSQ on my digital safari, I was struck by the dynamic ways retailers are leveraging digital content and digital signage to invite shoppers in and aid them in their shopping process. Small to mid-sized retailers can do this, too, in a variety of ways. On my commute back home to New Jersey, I distilled down the digital safari to these specific key themes and takeaway for those who can’t easily get to the city to explore what’s happening directly:
Walking through Times Square, I was struck anew by the brilliant digital advertising trends that are in constant motion there. Because of its reputation and impact, Times Square calls forth best practices, best ideas, and best brands. It’s a textured, messy, glorious digital diorama; it’s New York’s signature. And it serves the digital community really, really well because it’s essentially a laboratory where new ideas get tested on a massive, diverse audience.
Retailers of all sizes can learn from the dynamism, innovation, and excellence of Times Square. The relentless pace of this exciting place teaches us the importance of staying ahead of trends and continuously experimenting with new ideas. Retailers can adopt this mindset by getting serious about designing digital ecosystems that leverage the best in technological advancements, insisting on being data-driven in their marketing strategies, and creating immersive experiences that appeal to the different levels in their audience base.
The essence of Times Square’s success lies in its ability to innovate, adapt and thrive, a lesson retailers can apply to their own operations no matter the size of their marketing budgets, scope, or scale of their enterprise.