Krispy Kreme Edinburgh creates an original digital signage solution to attract customers

Digital signage software is used Embed Signage to manage the Led ‘Hole in the Wall solution’ that has been installed at the entrance of the store Krispy Kreme in Edinburgh.

The store that Krispy Kreme has in the shopping center St James Quarter from Edinburgh (Scotland) opened its doors at the end of summer 2021. This establishment, dedicated to the production and marketing of donuts, has followed the steps that the brand has already carried out in other points of sale such as those in North Carolina (See more details at Digital AV) and has opted for Embed Signage software to manage the implemented digital signage solution.

This store is a modern version of founder Vernon Rudolph's original initiative. In 1937, when I was cooking donuts in a rented building in North Carolina, Passersby smelled them and stopped to ask if they could buy them fresh and hot.. He punched a hole in an outside wall and started selling donuts. Hot Original Glazed directly to customers on the sidewalk. This story lives on in Edinburgh's St James's Quarter, where you can serve dozens of people directly through the Led hole in the wall (‘Hole in the Wall‘ ) and the dynamic experience around 'Hot Now' donuts’ It has become a key element of the store.

El ‘Hole in the Wall’ of Led is a world first for the Krispy Kreme brand, since it uses digital technology as the main element of the store's operation. The content has been custom created for this initiative with 3D effects, generating an attraction piece with Wow factor.

“Customers love taking a photo next to the ‘Led hole in the wall’ and it represents the brand very well.”, explains Krispy Kreme UK Head of Retail Sales.

To add dynamism to the establishment and excite and delight customers, there is a tablet 10 inches with which the staff activates the status Hot Now in the moment or through a countdown of 30 minutes, which upon completion adds additional content to the menu boards, in portrait format of 5×1.

During the countdown 30 minutes, every five there are various content changes on the screens to attract consumers. During the last 10 seconds there is a full screen touchdown in the 5×1 board menus. Once finished, and with the donuts Hot Original Glazed ready to be served, screen content changes to menu Hot Now and to the potions (5×1 menus and Led hole on the wall).

At the same time, Commands are sent to the store lighting system to dim the main white lights, activate the red strips all over the roof and windows, as well as activate the red signs of Hot Now at the service counter and store entrance. The entire store becomes Hot Now and is visible to any passerby.

“Embed Signage has helped us elevate our in-store experience for customers. The flexibility of the system allows you to manage hundreds of touch points in one accessible place. It is the most intuitive CMS, flexible and powerful for our digital display”, comments the head of Creative at Krispy Kreme UK.