LED Video Wall Boosts Marketing at JLL Retail’s San Francisco Centre
San Francisco Centre Transforms Marketing with TouchSource LED Display Solutions, Boosts Visitor Engagement
San Francisco Centre grappled with problems with its existing LED Video Wall that rotates in the middle of the property. With mall managers JLL Retail being locked out of the former software system, the video wall stood non-operational, showing only a green screen. Consequently, these problems hindered the mall’s ability to promote happenings to its guests and diminished the overall visitor experience—particularly as key stores and anchor tenants like Nordstrom left in 2023 prior to JLL’s involvement.
In a broader context, the advertising landscape for retail centers has been significantly disrupted with the closing of digital-out-of-home business Lightbox Video Network. This upheaval presents a unique opportunity for retail centers to take control of their advertising networks and maximize revenue. By owning their equipment and controlling their software, owners can leverage best-in-class solutions for programmatic advertising for retail marketing efforts. In addition, this enables them to retain control over their advertising assets.
Indeed San Francisco Centre is doing just that. To get up and running with programmatic advertising, managers reached out to TouchSource, the preferred provider of digital signage solutions for JLL properties. TouchSource embarked on a comprehensive project to overhaul the mall’s digital display system, starting with a dual-sided LED Video Wall to enhance marketing and advertising efforts.
The Solution
TouchSource’s new model empowers mall owners and managers by allowing them to control their own digital display networks. This self-owned approach ensures that the technology and inventory can be optimized for maximum revenue without needing additional staff. The dual-sided LED video wall installed at San Francisco Centre displays digital promotions and advertisements, significantly boosting the mall’s retail marketing capabilities.
Key Features
- Dual-Sided LED Video Wall: Each side of the video wall is used for dynamic digital promotions and advertisements, enhancing the retail marketing capabilities of the mall.
- Content Management Software: TouchSource software facilitates easy management of marketing content, allowing for the efficient display of tenant promotions and event announcements.
The digital signage system addresses the mall’s immediate operational challenges and improves the overall shopping experience. By delivering engaging content on a versatile platform for retail marketing initiatives, the new system fosters a more vibrant and interactive environment at San Francisco Centre.
This approach aligns with the broader trend of retail centers using self-owned display networks to maximize programmatic revenue and control their advertising assets. Thus, San Francisco Centre sets a new benchmark for digital retail engagement and improved revenue generation.
We recently connected with Rana Al Bazian, the Retail Marketing Manager at San Francisco Centre, to discuss the success of the mall’s new digital signage solutions.
TouchSource: What is the significance of San Francisco Centre Mall as a retail destination?
Rana Al Bazian: “Located in the heart of San Francisco, San Francisco Centre captivates tourists with its prime location and diverse array of high-end retailers and dining options. The iconic 102-foot-wide skylit glass Dome on Level four draws visitors and offers a unique and memorable shopping environment. This 9-story destination ensures a dynamic visitor experience, blending cultural events and luxury shopping in a central hub of activity.”
Glass Dome at San Francisco Centre
TouchSource: What issues with the video wall prompted the need for new software?
Rana Al Bazian: “Our dual-sided LED Video Wall is a pivotal tool for managing retail marketing and advertising content. Following the appointment of the Receiver in October 2023, JLL Retail was selected as Manager of San Francisco Centre, previously owned and operated by Westfield. Upon takeover, we discovered that the existing central LED Video Wall was non-functional. The large-scale screen, spanning from Level 3 to Level 1, originally only displayed a green background and was visually unappealing and impossible to overlook upon entering the Centre.”
TouchSource: What was your primary goal for the video wall re-activation?
Rana Al Bazian: “Our main objective was to enhance the guest experience and create a more inviting atmosphere in the mall. However, our dual-sided LED video wall primarily serves as a strategic marketing tool to execute our programmatic advertising strategy.
We are now able to promptly showcase retail marketing content on the screen, aiming to attract and inform visitors about events, store hours, and promotions as soon as they arrived. Utilizing the screen’s full potential was crucial for effectively achieving our objectives.”
TouchSource: What made you choose TouchSource, and what was the software installation process like?
Rana Al Bazian: “TouchSource had prior experience collaborating with Centennial Real Estate, a company I was familiar with. I had confidence in TouchSource’s capabilities. Our team successfully obtained approval for the screen software proposal and quickly began implementation.
Following our training session with TouchSource on the brand portal for uploading content, the new video wall software was launched in February, just in time to promote our Lunar New Year event.”
TouchSource: What tangible results have you observed since the new software was installed?
Rana Al Bazian: “Yes, our first ever Pride Prom held under the Dome in June 2024 is a great example. The event featured a celebrity from X-Factor, stilts walkers, and politicians. It even made abc7 news!
We utilized the LED screen to promote the event, resulting in 167 attendees. Amazingly, 75 guests registered through the on-screen QR code, illustrating its effectiveness as a retail marketing tool. This not only generates immediate interest but also enhances our overall marketing approach.
Moving forward, we intend to leverage the screen to advertise for our retail tenants, turning it into a revenue-generating asset.”
LED Video Wall display promoting Pride Prom 2024.
TouchSource: How else has the customer experience improved with the new software?
Rana Al Bazian: “The customer experience has significantly improved, with a noticeable uptick in foot traffic to smaller on-site events. For instance, during our Father’s Day event, a simple screen design attracted visitors to our wine & food sampling area. Programmatic advertising on this LED Video Wall is instrumental in effectively promoting events, specials, and our social media platforms, thereby boosting our website sessions. We can also track this data on the backend for further insights & optimization.”
TouchSource: How user-friendly is the TouchSource software portal?
Rana Al Bazian: “The software portal is extremely user-friendly. It enables us to store content in a library for immediate or future use, adjust display durations, and arrange the sequence of content effortlessly.
The convenience of the content portal is invaluable for our retail marketing activities. I utilize it extensively to announce giveaways, events, new store openings, and adjustments to holiday shopping hours. Every update about the center is promptly displayed on the screen, ensuring timely communication with our audience.”
TouchSource: So, what’s next for the digital experience at the mall?
Rana Al Bazian: “We have submitted a proposal to activate 7 additional digital displays through TouchSource. Our strategy includes removing four or five units from low-traffic areas on the main level and focusing on activating displays at all our main entrances, particularly the Bay Area Rapid Transit (BART) entrance, where foot traffic seems to be the highest.”
